摘要
聚焦于视频平台的内容发布策略选择问题,考虑消费者在平台偏好和服务偏好方面的双重异质性,并基于新内容开发构建了竞争平台在独自发布和联合发布策略下的博弈模型。从平台自身和系统整体出发,深入探讨了最优内容发布策略,并设计了有效的协调机制以实现平台与系统策略选择的一致性,同时分析了内容发布策略选择对订阅价格、广告时长和新内容投入的影响。研究表明,当单位许可费处于适中水平时,平台最优内容发布策略选择一致,否则,会出现分歧;在一定条件下,适当的收益分配可以保证平台与整体最优策略选择保持一致。此外,在独自发布策略下,内容创作平台的最优订阅价格及广告时长总是高于非内容创作平台;在联合发布策略下,平台对新内容的投资会降低,平台的总广告时长也会减少,同时平台的订阅价格及广告时长将趋于一致。最后,通过数值仿真发现,随会员比例、广告费以及转移成本的增加,平台达成一致性策略的概率先降低后提高。
This paper focus on the strategic selection of content release models for video platforms,accounting for consumers'dual heterogeneity in platform preferences and service preferences.By constructing a game-theoretic model grounded in new content development,it examines competitive platforms'decision-making under both exclusive release and co-release strategies.From the dual perspectives of individual platforms and the overall ecosystem,the research thoroughly investigates optimal content release strategies while designing effective coordination mechanisms to align platform-level decisions with system-wide optimality,concurrently analyzing how strategic choices influence subscription pricing,advertising duration,and new content investment.Findings indicate that when unit licensing fees fall within a moderate range,platforms achieve consensus on optimal release strategies,whereas divergence emerges beyond this threshold;under specific conditions,appropriate profit distribution ensures alignment between platform strategies and system-wide optima.Furthermore,under exclusive release models,content-creating platforms consistently maintain higher optimal subscription prices and longer advertising durations than non-creating platforms.Conversely,co-release strategies lead to reduced platform investments in new content development,decreased total advertising duration across platforms,and convergence in subscription pricing and advertising durations among participating platforms.Finally,numerical simulations demonstrate that as the proportion of premium members,advertising fees,and consumer switching costs increase,the probability of platforms reaching strategic consensus exhibits a U-shaped trajectory-characterized by an initial decline followed bya subsequent increase.
作者
钟丽
辛宁
丁雪峰
ZHONG Li;XIN Ning;DING Xuefeng(College of Economics&Management,China Three Gorges University,Yichang 443002,Hubei,China;Collegeof Logistics&E-Commerce,Zhejiang Wanli University,Ningbo 315100,Zhejiang,China)
出处
《山东大学学报(理学版)》
北大核心
2025年第9期87-98,共12页
Journal of Shandong University(Natural Science)
基金
国家自然科学基金资助项目(71771139)。
关键词
消费者异质性
平台竞争
独自发布
联合发布
consumer heterogeneity
platform competition
publish alone
publish jointly
