信息管理与信息系统系讲座——Advertising or subscription: The Optimal Revenue Model of a Video-sharing Platform

时间：2017年7月3日上午10:00-12:00

地点：思源楼724

嘉宾：Jennifer Jie Zhang 张洁，University of Texas at Arlington

题目：Advertising or subscription: The Optimal Revenue Model of a Video-sharing Platform

摘要：

Video-sharing platforms like Youtube has attracted tremendous viewers and video creators. A profit-maximizing video-sharing platform considers adopting an advertising-supported business model, a subscription model, or a hybrid one. Under the advertising model, the viewers will watch the videos for free but have to bear with the ads; while under the subscription model, the viewers watch the ad-free videos for a subscription fee. We apply the two-sided market theory and build a game-theoretical model to study the revenue model selection and pricing decision of the platform, the entry decision and quality provision of the video providers, and choices of the viewers. We find that the pure subscription strategy is optimal when the advertising rate is low and the quality degraded by an advertisement is low or when the quality degraded by an advertisement is very high, the pure advertising strategy dominates when the quality degraded by an advertisement is low and the advertising rate is high, and the hybrid strategy is optimal when the quality degraded by an advertisement is high. The paper contributes to the two-sided platform theory and the online media industry. 

个人简介：

简介：张洁，美国罗切斯特大学（University of Rochester）西蒙工商管理学院工商管理硕士和博士，现为德州大学阿灵顿分校（The University of Texas at Arlington）工商管理学院终身副教授。主要研究领域包括渠道管理, 信息产品, 电子商务, 和社交媒体等。先后获得德州 阿灵顿大学工商管理学院杰出研究成果奖、托莱多大学工商管理学院杰出研究论文奖、夏威夷系统科学国际 会议(HICCS)最佳论文奖等奖励。研究成果发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of Economics and Management Strategies, Communications of the ACM, Decision Support System等国际顶级或权威学术期刊。

信息管理与信息系统系

2017-6-30