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《Chinese Journal of Management Science》 2019-01
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Effect of the Online Video Operator Free Trial on Marketing Strategy

LI Zi-qing;TAN De-qing;School of Economices and Management,Huaiyin Normal University;School of Economics and Management,Southwest Jiaotong University;  
With the rise of online video operators' charging program free trial,yet little is known about the marketing strategy impact such as marketing size and profits of free trial.A game model is developed between the operator with his program premiered and the other operator with his program sequently showed.The impacts of free trial before high-quality operator premiere program on two operators optimal advertising level under ad-sponsored free program model,the program optimal price under payment-based program models and optimal program provision model are studied.The result shows that,if the highquality operator provids enough free trial before high-quality operator′s premiere program,he can gain the highest program price and the most profits.The enough free trial is the high-quality operator′s optimal strategy.If the low-quality operator advertising unit revenue and unit adverting cost to an user meets certain conditions,the high-quality operator′s enough free trial can shrink the low-quality operator′s profits and prevent his free-ride.Under the high-quality operator enough free trial,payment-based program model is the high-quality operator′s optimal marketing strategy and ad-sponsored free program model is the low-quality operator′s optimal marketing strategy.Some managerial implications and application value for daily operation of online video operators are also provided.
【Fund】: 江苏高校哲学社会科学研究基金资助项目(2018SJA1596)
【CateGory Index】: G223
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【Citations】
Chinese Journal Full-text Database 1 Hits
1 LI Xin-ming,LIAO Xiu-wu,LIU Yang(The School of Management,Xi’an Jiaotong University,The Key Lab of Education for Process Control & Efficiency,Xi’an 710049,China);Research on Service Supply Chain Coordination Based on SaaS Model[J];中国管理科学;2013-02
【Co-citations】
Chinese Journal Full-text Database 4 Hits
1 YAN Jian-yuan;ZHEN Jie;ZHANG Zhen-ni;School of Business,Nankai University;Faculty of Information Technology and Electrical Engineering,University of Oulu;;Quality Guaranty Contract Design of SaaS Supply Chain under Double Moral Hazard[J];软科学;2015-07
2 LIANG Chang-yong;YE Chun-sen;School of Management Hefei University of Technology;School of Business Administration,Anhui University;;Research on Coordinating Cloud Service Supply Chain Based on the Apportioning Mechanism of the Cost of Effort and Compensation[J];中国管理科学;2015-05
3 ZHANG Xiao-juan;ZHANG Sheng-hao;School of Management,Xi'an Jiaotong University;Key Lab of the Ministry of Education for Process Control & Efficiency Engineering,Xi'an Jiaotong University;State Key Laboratory for Manufacturing Systems Engineering,Xi'an Jiaotong University;;Analysis of software licensing mode and compatibility choice with network externality[J];系统工程理论与实践;2015-12
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【Secondary Citations】
Chinese Journal Full-text Database 2 Hits
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