| With the rise of the Internet,people can watch movies online without leaving home,and online movie viewing channels have become another important movie viewing channel besides the traditional channel.In the actual operation of movie products,the publisher of the movie product first needs to determine the dual-channel strategy of the movie product,that is,whether the movie product should be released only through traditional channels or only through the network channel,or two channels;secondly,the movie product should be determined the launch timing through the dual channels,that is,showing on traditional channels first,or showing on online channels first,or on both channels simultaneously;finally,it is necessary to set the price of movie products in two channels.The unique economic characteristics of movie products affect their channel selection and pricing strategy.First,the production cost of movie products is very high,and the marginal cost of screening is very low.Second,movie products are sequential in the distribution of traditional and online channels.Finally,because movie products are experiential products,then movie products are released first in traditional channels,the total box office of the movie in traditional channels will inevitably affect the willingness of potential users of the online channels to watch movies.In summary,the unique economic nature of movie products has brought new decision-making issues to movie distribution.The dual-channel strategy for traditional products is no longer applicable to movie products.Then,movie distributors must consider the characteristics of movie products and choose a dual-channel selection strategy,dual-channel launch timing,and pricing strategy suitable for movie products.Based on this,this article fully considers the behavioral characteristics of consumers,combines the characteristics of movie products and uses a revenue maximization model to theoretically study the issues of dual-channel selection,dual-channel releasing strategy,and dual-channel pricing strategy of movie product.The research is to provide a reference for the relevant decision-makers of the movie product during the distribution and screening stages.The research contents of this article are as follows:(1)Research on the dual-channel selection strategy of movie products.Consider that movie products can be screened in traditional channel theaters or network channel,and there are two types of profit models to choose from when they are screened:network channel on-demand charging mode and online channel advertising sponsorship free mode.Under the integrated structure and decentralized structure,we analyze the optimal channel selection strategy of the movie distributor.Research shows that:under the integrated structure,when movie quality is high,movie distributor only releases movie product through the traditional channel.When the advertising revenue rate of the online channel is high or the quality of movie products is low,the movie distributor chooses to release a movie product only on the online channel.Otherwise,the movie distributor adopts a dual-channel strategy.Under a decentralized structure,the condition under which a movie distributor implements a dual-channel distribution strategy is determined by its share of each channel.When the movie distributor has a larger share in the traditional channel,it only adopts the traditional channel distribution strategy.When the movie distributor has a larger share in the online channel,the movie distributor chooses to place a movie product only on the online channel.Otherwise,the movie distributor adopts a dual-channel strategy.(2)Research on the timing of the dual-channel launch of movie product.Consumers are divided into ordinary consumers and strategic consumers.According to the quality of movie product and the effect of screening on the online channel,the timing of launching a movie product is divided into traditional channel first,the online channel first,and simultaneous launching.Research shows that:when the movie product quality is high and the effect of screening in the network channel is poor,the studio chooses to launch in the traditional channel first;when the product quality is high and the effect of screening in the network channel is good,the optimal channel launch strategy is affected by the proportion of strategic consumers.If the proportion of strategic consumers is low,the studio chooses to launch in the traditional channel first;with the increase of the proportion of strategic consumers,the optimal channel launch strategy becomes to launch in the network channel first.(3)Research on the pricing strategy of movie product when dual channels are launched simultaneously.By expanding the assumptions of consumer preferences,the two cases of consumers’ preference for traditional channel and online channel are studied.The dual-channel pricing strategy for movie products under different power structures and consumer preferences is analyzed.The research shows that:when consumers prefer traditional channel,for traditional theaters,their revenue reaches the maximum when they dominate themselves.When consumers’ preference for traditional channel and online channel differ greatly,traditional theaters give the highest pricing of movie product when they dominate themselves;when consumers have a small difference in preference on the traditional channel and online channel,traditional theaters have the highest pricing on movie product when they dominate the online platform.For the online platform,it always has the highest pricing for movie products when they dominate itself.When consumers prefer online channel,for traditional theaters and online platform,movie product has the high price when online platform dominates.(4)Research on the pricing strategy of movie product in the sequential launch of dual Channels.By Introducing network externality effects,considering consumer’s cognitive uncertainty about movie product content,movie distributors’ optimal pricing,demand,and profit are calculated when movie product is launched in two channels sequentially.The impact of network externality effect threshold and online advertising revenue rate on the optimal pricing of movie product are analyzed.Research shows that:different network externality effect thresholds correspond to different movie product demand and pricing strategies.If the network externality effect threshold is large,the total market share is less than 1.With the increase of the time discount factor,the price of traditional channel movie slowly decreases,and the price of the online channel movie is irrelevant to it.With the increase in the revenue rate of online channel advertising,the price of traditional channel movie has decreased,and the optimal advertising volume of online channel has remained unchanged.If the network externality effect threshold is small,as the time discount factor increases,the price of traditional channel movie will decrease,and the price of online channel movies will rise slowly.With the increase in the revenue rate of online channel advertising,the price of traditional channel movie has risen,and the optimal advertising volume of online channels has decreased.The above research results expand the research boundary of dual-channel theory and product differentiation theory,enrich the relevant research of product pricing theory,integrate the theory with practice,and provide an important reference for the movie studio in real life. |
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