知识平台电子书定价:考虑热度与广告植入  

E-book Pricing Strategy of Knowledge Platform Considering Heat Effect and Advertising Implantation

作　　者：张喜征[1] 丁笑音 刘阳 ZHANG Xi-zheng;DING Xiao-yin;LIU Yang(Business School of Hunan University,Changsha 410012,China)

机构地区：[1]湖南大学工商管理学院,湖南长沙410012

出　　处：《系统工程》2024年第4期16-27,共12页Systems Engineering

基　　金：教育部人文社会科学基金项目(21YJA630115)。

摘　　要：通过Bass扩散模型分析并提出了以平台收入最大化为目标的电子书定价策略,仿真分析了不同阶段热度效应、广告植入量及用户体验质量等关键因素对最优决策的影响机制。研究表明:在发展初期,平台应采用免费主导策略以快速扩大用户规模,而在发展成熟期则转变为付费主导策略以获取最大利润;广告植入量将影响用户体验和平台收入水平,且与用户类型相关。建议:实践中应关注用户的广告厌恶因子,当付费用户和免费用户体验质量间的差异较大时,热度较高的电子书应设置较低的定价和广告量。By constructing a Bass diffusion model to analyze and propose e-book pricing strategies for maximizing platform revenue at different stages,we analyze the impact mechanism of key factors such as popularity effect,advertising implantation volume,and user experience quality on optimal decision-making.And then numerical simulation results are presented.Research has shown that:In the early stages of development,platforms should adopt a free dominant strategy to quickly expand user base,while in the mature stage of development,they should shift to a paid dominant strategy to obtain maximum profits;The amount of advertising implantation will affect the user experience and transmit an impact on the platform's revenue level,which is related to user types.There is a positive relationship between the optimal advertising placement quantity and the optimal pricing.Finally suggestion are made:In practical applications,attention should be paid to the user's advertising aversion factor.When there is a significant difference in the quality of experience between paid and free users,e-books with higher popularity should be set with lower pricing and advertising volume.

关 键 词：广告植入 热度效应 电子书 定价 仿真 

分 类 号：F713[经济管理—产业经济] F272[文化科学—传播学] G206