Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services
As the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to b...
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2017-01-01
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| Series: | Discrete Dynamics in Nature and Society |
| Online Access: | http://dx.doi.org/10.1155/2017/1349315 |
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| _version_ | 1832552421783502848 |
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| author | Zhi Li De-qing Tan |
| author_facet | Zhi Li De-qing Tan |
| author_sort | Zhi Li |
| collection | DOAJ |
| description | As the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to be determined. This paper establishes an analytical framework studying the optimal dynamic pricing and advertising strategies for online providers; it shows how the strategies are influenced by the videos available time and the viewers’ emotional factor. We create the two-stage strategy of revenue models involving a single fee mode and a mixed fee-free mode and find out the optimal fee charge and advertising level of online video services. According to the results, the optimal video price and ads volume dynamically vary over time. The viewer’s aversion level to advertising has direct effects on both the volume of ads and the number of viewers who have selected low-quality content. The optimal volume of ads decreases with the increase of ads-aversion coefficient, while increasing as the quality of videos increases. The results also indicate that, in the long run, a pure fee mode or free mode is the optimal strategy for online providers. |
| format | Article |
| id | doaj-art-3d6c415943274a1b89c82e8b2604971e |
| institution | Kabale University |
| issn | 1026-0226 1607-887X |
| language | English |
| publishDate | 2017-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Discrete Dynamics in Nature and Society |
| spelling | doaj-art-3d6c415943274a1b89c82e8b2604971e2025-02-03T05:58:41ZengWileyDiscrete Dynamics in Nature and Society1026-02261607-887X2017-01-01201710.1155/2017/13493151349315Two-Stage Dynamic Pricing and Advertising Strategies for Online Video ServicesZhi Li0De-qing Tan1School of Management, Tianjin Polytechnic University, Tianjin 300387, ChinaSchool of Economics & Management, Southwest Jiaotong University, Chengdu 610031, ChinaAs the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to be determined. This paper establishes an analytical framework studying the optimal dynamic pricing and advertising strategies for online providers; it shows how the strategies are influenced by the videos available time and the viewers’ emotional factor. We create the two-stage strategy of revenue models involving a single fee mode and a mixed fee-free mode and find out the optimal fee charge and advertising level of online video services. According to the results, the optimal video price and ads volume dynamically vary over time. The viewer’s aversion level to advertising has direct effects on both the volume of ads and the number of viewers who have selected low-quality content. The optimal volume of ads decreases with the increase of ads-aversion coefficient, while increasing as the quality of videos increases. The results also indicate that, in the long run, a pure fee mode or free mode is the optimal strategy for online providers.http://dx.doi.org/10.1155/2017/1349315 |
| spellingShingle | Zhi Li De-qing Tan Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services Discrete Dynamics in Nature and Society |
| title | Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services |
| title_full | Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services |
| title_fullStr | Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services |
| title_full_unstemmed | Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services |
| title_short | Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services |
| title_sort | two stage dynamic pricing and advertising strategies for online video services |
| url | http://dx.doi.org/10.1155/2017/1349315 |
| work_keys_str_mv | AT zhili twostagedynamicpricingandadvertisingstrategiesforonlinevideoservices AT deqingtan twostagedynamicpricingandadvertisingstrategiesforonlinevideoservices |