免费VS.订阅:考虑广告质量的网络内容盈利模式选择

doi:10.16381/j.cnki.issn1003-207x.2018.0517

中国管理科学 ›› 2021, Vol. 29 ›› Issue (7): 202-213.doi: 10.16381/j.cnki.issn1003-207x.2018.0517

免费VS.订阅:考虑广告质量的网络内容盈利模式选择

周艳菊¹, 申真¹, 应仁仁²

1. 中南大学商学院, 湖南长沙 410083;
2. 江西现代职业技术学院, 江西南昌 330095

收稿日期:2018-04-16 修回日期:2018-09-07 出版日期:2021-07-20 发布日期:2021-07-23
通讯作者: 申真(1989-),女(汉族),河南南阳人,中南大学商学院,博士,研究方向:供应链管理、电子商务、行为决策与分析,E-mail:shenzhen27@163.com. E-mail:shenzhen27@163.com
基金资助:
国家自然科学基金资助项目（71471178，71871232）；国家留学基金委公派出国留学项目（201606370073）

Free or Subscription? Exploring the Optimal Online Content Revenue Model with Considering Advertisement Quality

ZHOU Yan-ju¹, SHEN Zhen¹, YING Ren-ren²

1. School of Business, Central South University, Changsha 410083, China;
2. Jiangxi Modern Polytechnic College, Nanchang 330095, China

Received:2018-04-16 Revised:2018-09-07 Online:2021-07-20 Published:2021-07-23

摘要/Abstract

摘要： 不同于已有决策模型对网络内容质量或广告质量的忽略，本文考虑用户粘度、广告质量及其信息不对称等因素或决策情形，运用委托代理理论，分别针对免费模式与订阅模式建立博弈模型，探讨网络内容提供者的最优盈利模式选择问题及其最优的内容质量策略与广告定价策略，并设计广告合同以激励拥有私人信息的广告主"讲真话"。结果表明：（1）网络广告尤其是优质网络广告的存在有利于系统实现帕累托改进，并能缓解订阅模式的实施难度；（2）信息不对称削弱了网络广告质量对网络内容提供者与社会福利的积极作用，并且网络广告质量越高，其信息价值越大；（3）订阅模式并非始终优于免费模式，并且相同条件下，前者适宜"少而精"策略而后者适宜"广而平"策略。

关键词: 免费模式, 订阅模式, 网络内容质量, 网络广告定价, 广告质量信息不对称

Abstract: Exploring revenue model for online content providers is always a key theoretical and practical issue. However, the impacts of content quality or advertisement quality are ignored in most existing decision models. Thus, how to choice the optimal revenue model between free model and subscription model for the online content provider is analyzed in this paper, who has an online content item and an advertiser aiming to embed an native advertisement in this content. But the advertiser may have private advertisement quality information. To solve it, user stickiness, advertisement quality and its asymmetric information are taken into account, and applies principal-agent theory to establish different game models for the provider adopting free model and subscription model, respectively, in information complete, information asymmetry as well as ad-free cases. Through making the optimal decisions on content quality and/or advertising price, and designing contracts to motivate the advertiser to tell the truth, all equilibrium results are achieved and analyzed. It is indicated that:(1) Advertisement especially high-quality advertisement can be employed to realize the system's Pareto improvement and make subscription model more available. (2)The benefits the provider and social welfare get from advertising will be reduced by advertisement information asymmetry. And the higher quality an advertisement is, the more valuable its quality information for the provider. (3) Subscription model doesn't always perform better than free model. Under same conditions, it is wise for an online content provider to provide fewer but better subscription content, or make more extensive and general free content to make corresponding revenue model more profitable. Those findings can provide certain decision supports and implications for the online content provider's revenue model selection and related decisions in reality.

Key words: free model, subscription model, online content quality, online advertising pricing, advertisement quality information asymmetry

中图分类号:

F830
F224

周艳菊, 申真, 应仁仁. 免费VS.订阅:考虑广告质量的网络内容盈利模式选择[J]. 中国管理科学, 2021, 29(7): 202-213.

ZHOU Yan-ju, SHEN Zhen, YING Ren-ren. Free or Subscription? Exploring the Optimal Online Content Revenue Model with Considering Advertisement Quality[J]. Chinese Journal of Management Science, 2021, 29(7): 202-213.

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免费VS.订阅:考虑广告质量的网络内容盈利模式选择

Free or Subscription? Exploring the Optimal Online Content Revenue Model with Considering Advertisement Quality

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