混合收益模式下在線內(nèi)容免費(fèi)數(shù)量與廣告強(qiáng)度的組合優(yōu)化

摘要： 在線內(nèi)容的混合收益模式是指運(yùn)營(yíng)商從免費(fèi)內(nèi)容中獲取廣告收益,并從高服務(wù)品質(zhì)的付費(fèi)內(nèi)容中獲取訂閱收益的運(yùn)營(yíng)模式。在該模式下,運(yùn)營(yíng)商的一個(gè)主要決策問(wèn)題是如何確定在線內(nèi)容免費(fèi)數(shù)量與廣告強(qiáng)度的組合,從而獲取最大收益。基于免費(fèi)體驗(yàn)前后消費(fèi)者品質(zhì)感知的差異建立了從免費(fèi)體驗(yàn)到付費(fèi)升級(jí)的隨機(jī)行為模型,在此基礎(chǔ)上構(gòu)建免費(fèi)數(shù)量與廣告強(qiáng)度的組合優(yōu)化模型。結(jié)合數(shù)值實(shí)驗(yàn),分別分析了消費(fèi)者對(duì)內(nèi)容網(wǎng)站品質(zhì)"高估"與"低估"的情境下,免費(fèi)數(shù)量與廣告強(qiáng)度組合的優(yōu)化策略。研究發(fā)現(xiàn):①在"低估"情境下,運(yùn)營(yíng)商需采取"高免費(fèi)數(shù)量+低廣告強(qiáng)度"的組合策略來(lái)吸引客戶,但隨著客戶群趨于穩(wěn)定且消費(fèi)者對(duì)網(wǎng)站品質(zhì)感知不確定性水平大幅降低時(shí),運(yùn)營(yíng)商可適當(dāng)通過(guò)加大廣告強(qiáng)度來(lái)進(jìn)一步提高收益;②在"高估"情境下,如果消費(fèi)者品質(zhì)感知的不確定水平較低,則運(yùn)營(yíng)商可采取"低免費(fèi)數(shù)量+高廣告強(qiáng)度"的組合策略來(lái)提高收益;反之,運(yùn)營(yíng)商則要采取"高免費(fèi)數(shù)量+低廣告強(qiáng)度"的組合策略。
The mixed-revenue mode of online content refers to the fact that providers obtain advertising revenue from free online content and subscription revenue from paid content with high service quality,in which,one of the main decision-making problems for providers is the determination of the optimal combination of free size and advertising intensity to maximize profits.Based on the difference of consumers' perception of quality before and after free-experience,this paper constructed a stochastic behavior model of‘free to pay'.Besides,it developed an optimization model for the combination of free size and advertising intensity.Moreover,through numerical experiments,it analyzed the optimization combination strategies under two different contexts,where consumers might overvalue or undervalue the quality of the online content websites.The results show that in the context of undervaluation,providers should adopt the strategy of "greater free size and smaller advertising intensity"to attract customers.However,as the consumer base tends to stabilize and perceived uncertainty decrease,providers should increase advertising intensity to improve revenue.In addition,in the context of overvaluation,if consumers have a low perceived uncertainty,providers should adopt the strategy of"smaller free size and greater advertising intensity",otherwise,providers should adopt the strategy of"larger free size and lower advertising intensity"because it is the best choice where consumers have a high perceived uncertainty.