考虑消费者广告厌恶的视频平台与广告商定价策略研究

Research on Pricing Strategies of Video Platform and Advertiser Considering Consumers’ Advertising Aversion

摘要: 基于消费者对观看广告存在厌恶心理，本文构建一个视频平台与广告商的定价博弈模型，求解平台的视频定价以及广告商的广告投放定价策略，分析消费者广告厌恶程度、广告时长及平台服务水平等因素对博弈双方策略的影响。研究结果表明：随着用户广告厌恶程度或广告时长增加，平台将提高视频收费、广告商提高其广告投放费用；当付费与免费用户所获得的平台服务差异较大时，广告商定价较低，而当两者差异逐渐减小时，平台降低其视频收费。研究结果为网络视频平台和广告商制定决策提供了一定的管理启示。

Abstract: This paper establishes a pricing game model between a video platform and an advertiser with consideration of consumers’ aversion to advertisements. By solving the optimal video fee of the platform and the advertiser’s advertisement price, we analyze the impacts of key factors such as consumers’ advertising aversion, advertising time-length and platform service level on the strategies of both parties of the game. Findings show that as consumers’ advertising aversion or advertising time-length increases, the platform increases the video fee, and the advertiser increases the advertising price. The advertiser prices lower when the service difference received by paid users and free users of the platform is large; however, the platform lowers the video fee when such difference shrinks. Our findings contribute to provide some management insights for the online video platform and the advertiser in setting pricing strategies.