节目试看对网络视频运营商市场策略影响研究

doi:10.16381/j.cnki.issn1003-207x.2019.01.014

Abstract

Abstract: With the rise of online video operators' charging program free trial, yet little is known about the marketing strategy impact such as marketing size and profits of free trial. A game model is developed between the operator with his program premiered and the other operator with his program sequently showed. The impacts of free trial before high-quality operator premiere program on two operators optimal advertising level under ad-sponsored free program model, the program optimal price under payment-based program models and optimal program provision model are studied. The result shows that, if the high-quality operator provids enough free trial before high-quality operator's premiere program, he can gain the highest program price and the most profits. The enough free trial is the high-quality operator's optimal strategy. If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions, the high-quality operator's enough free trial can shrink the low-quality operator's profits and prevent his free-ride. Under the high-quality operator enough free trial, payment-based program model is the high-quality operator's optimal marketing strategy and ad-sponsored free program model is the low-quality operator's optimal marketing strategy. Some managerial implications and application value for daily operation of online video operators are also provided.

Key words: emotion utility, free trial, payment-based program model, ad-sponsored free program model

CLC Number:

F224.5

LI Zi-qing, TAN De-qing. Effect of the Online Video Operator Free Trial on Marketing Strategy[J]. Chinese Journal of Management Science, 2019, 27(1): 143-152.

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Effect of the Online Video Operator Free Trial on Marketing Strategy

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