Marketing Strategies For Network Video Operators Considering The Users Utility Effect

After ten yerars development,China's network video industry has gained rapid growth.A increasing number of users choose to watch video shows in the internet.By the end of June 2016,the scale of China's network video users reached 514 million,an increase of 10 million over the previous year,some network video shows of the hit triggered a huge concern.For example,the first half of 2016,Iqiyi launched the "old nine door" playing the amount of over four billion in a month.Despite the development of the network video industry in full swing,but the main network video operators in the industry for many years sustained losses and have not yet found a viable market strategy to reverse the situation of sustained losses.Considering the user's emotion utility,referring to the research methods and marketing strategies of traditional media operators and the actual situation where network video operators develop the market strategy,the paper analyzes the marketing strategy for the exclusive program,the first program,the Synchronized program by using optimization theory,game theory and other methods and aims to provide a theoretical reference for network video operators,mainly carried out the following aspects:(1)By constructing the optimal decision model of the exclusive program,this chapter first analyzes the marketing strategy of the exclusive program under the consideration of the user's emotion utility.The optimal pricing and advertising level for the video program of the network video operators were reached.Further analysis shows that the network video operator gains bigger users size and higher profits,adopts the higher pricing under pay-based model and the higher advertising level under the ad-sponsored free model when the network video operator provides sampling-trial,but paid users decrease and free users increase.Therefore the online video operator provides enough video content sampling-trial before the paid video content stars is the optimal strategy.The chapter compares and analyzes the optimal advertising quantity and the optimal program charging price without and with considering the user utilty.(2)By constructing two operators game model,the paper analyzes the marketing strategy for the first program considering the user's emotion utility.The result shows that the high-quality operator provides enough free trial before high-quality operator program stars,he can gain the highest program price and the most profits.The enough free trial is the high-quality operator optimal strategy.If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions,the high-quality operator enough free trial can low the low-quality operator profits and prevents his free-ride.Under the high-quality operator enough free trial,payment-based program model is the high-quality operator optimal marketing strategy and ad-sponsored free program model is the low-quality operator optimal marketing strategy.The chapter compares and analyzes the optimal advertising level and the optimal program charging price under the case of exclusive show and and first program.The final analysis determines the optimal selection strategy of program type between the exclusive program and and the first program.(3)By constructing two operators game models,this chapter analyzes the market strategies of the two operators in the case of the user's emotion utility.The results show offering program hype in the equilibrium,two network operators can insert more advertising in free program,the high-quality can gain bigger user size and low-quality can gain smaller user size.Two network video operators program provision,the price for the paid program and program hype or program trial choice depends on the intensity of users advertising aversion.When the intensity of users advertising aversion is low,high quality video operator provides payment-based program and low quality video operator provides ad-sponsored free program.When the intensity of users advertising aversion is moderate,two network video operators provide payment-based program and ad-sponsored free program and program hype is two network video operators,optimal strategy.When the intensity of users advertising aversion is higher,two network video operators provide payment-based program and ad-sponsored free program and paid program trial is two network video operators' optimal strategy.The chapter compares and analyzes the optimal advertising level and the optimal program charging price under the case of the first show and and the Synchronized program.The final analysis determines the optimal selection strategy of program type between the first show and and the Synchronized program.(4)Based on the study of the operator single period program marketing strategy,by construting the optimal decision model of the operator multi-period program,the chapter analyzes marketing strategy of multi-period program under existence of swithching users intertemporal behavior.The result shows the optimal charge price and advertising level under one-time charge patterns are higher than those under installment charge patterns,but total user size under one-time charge pattern is bigger than that under installment charge pattern.One-time charge pattern is the optimal charge patterns for the operator.Whether he adopts installment charge pattern or the one-time charge pattern,providing the program sampling for users makes the operator increase the optimal price,the optimal profits and user size for the video program.Therefore,providing enough program sampling for the operator is the optimal strategy.