视频网站自制内容定价与广告投放决策研究  

Pricing and Advertising Placement of Self-Produced Content by Online Video Platforms

作　　者：李志鹏[1,2] 陈峰 何青 Li Zhipeng;Chen Feng;He Qing(Research Center of the Central China for Economic and Social Development,Nanchang University,Nanchang 330031,China;School of Economics&Management,Nanchang University,Nanchang 330031,China;College of Information Science and Engineering,Hunan Women's University,Changsha 410004,China)

机构地区：[1]南昌大学中国中部经济社会发展研究中心,江西南昌330031 [2]南昌大学经济管理学院,江西南昌330031 [3]湖南女子学院信息科学与工程学院,湖南长沙410004

出　　处：《中国管理科学》2024年第11期157-167,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72161029);江西省社会科学基金项目(22GL01);江西省教育科学规划课题(21ZD010);教育部人文社会科学研究青年基金项目(19YJC630052);湖南省社会科学成果评审委员会项目(XSP22YBC263)。

摘　　要：针对视频网站(平台)自制内容,分别在CPT(按时长收费)和CPM(按展示次数收费)两种植入广告收费模式下,研究了平台和植入广告商关于植入广告单价、植入广告数量、会员费和贴片广告数量的三阶段博弈,并对两种模式的决策结果进行了比较。结果表明,当植入广告商收益率低于一定阈值时,两种模式下平台都只设置贴片广告,否则,平台在CPT模式下将同时设置植入广告和贴片广告,而在CPM模式下只设置植入广告。比较两种模式发现,当植入广告商收益率较低时,两种模式完全等价;否则,CPM模式下的植入广告单价和数量更高,会员费和贴片广告数量更低,且平台利润和消费者效用更高。植入广告商则在其收益率适中时偏好CPM模式,在其收益率较高时偏好CPT模式。The operation of self-produced content of an online video platform is studied,who engages in a three-stage game with an embedded ads sponsor,involving decisions of embedded ads price,embedded ads quantity,consumer subscription fee,and pre-roll ads quantity.The game is analyzed and compared under two different pricing modes of the embedded ads,i.e.,CPT(cost per time)and CPM(cost per mille).The results show that when the revenue rate of the embedded ads sponsor is below certain thresholds,the platform under both CPT and CPM only places pre-roll ads;otherwise,the platform will place both embedded ads and pre-roll ads under CPT,while only places embedded ads under CPM.Comparisons show that CPT and CPM are equivalent when the revenue rate of the embedded ads sponsor is low;otherwise,the CPM mode leads to higher price and quantity of embedded ads,lower subscription fee and pre-roll ads quantity,and higher platform profit and consumer utilities.The embedded ads sponsor prefers CPM when its revenue rate is moderate and prefers CPT when its revenue rate is high.

关 键 词：网络视频 自制内容 植入广告 贴片广告 视频定价 

分 类 号：F224.32[经济管理—国民经济]