| With the increasing proportion of the Internet in people's social life,the development of video website in China also shows a trend of contention.The paid market of video users has increased significantly with the promotion of video enterprises,and the number of paying users has also increased significantly.Video advertising began to convert,each video company introduces different types of innovative marketing products according to the need of advertisers.Different user groups realize the accuracy and the innovation of the video ads according to the precision of big data,which make a growth of video advertising.Video industry's pursuit of content,IP strategy and content operation,as well as the promotion of content control,make video content possess more profit imagination space.Firstly,through the construction of model solution,video websites are divided into advertising revenue model,while charging members and advertisers,and member revenue model.Based on the integration pricing model of membership fee and advertising fee,the optimal solution of membership price and advertising is obtained.The influence of important parameters on optimal decision is analyzed.The membership price always increases with the variable cost of the member's video.The relationship between the advertising intensity and the variable cost of the member's video is affected by the unit price of the advertisement.When the added value of the member's video increases,the video website should increase the member's price and reduce the advertising intensity.Secondly,taking into account the dynamic changes in the amount of video content played,in some prime time,the number of members of the video site will increase significantly.Therefore,we have discussed that when the consumer's evaluation of the member's video content and free video content increases,the video website will increase profits by adjusting the advertisement strength without changing the member's price.As the consumer's evaluation of video content increases,the total number of users of video websites will increase,but the number of free users does not always increase.At the same time,video sites increase the advertising intensity when the rating of the member's video quality increases more.When the evaluation of the free video quality increases more,the video site will reduce the advertising intensity.Finally,under the duopoly competition market,the content differentiation of video websites will affect consumer choice behaviors,and the integration model of the two video websites on membership fees and advertisement fees is established,and the optimal solution for the member price and advertisement duration is obtained.,and analyze the impact of video added value,variable cost and advertising unit price on optimal decision making.When the value-added and variable costs of members of a high-quality video site increase,the duopoly video site should increase the price of the member and reduce the advertising intensity.When the unit-strength advertising price increases,the duopoly video site should lower the price of members and the strength of advertising. |
PDF Full Text Request