基于定价和时机选择的超前点播策略研究.pdfVIP

Research on advanced vod strategy based on pricing and timing Abstract Network video gets fast development in recent years, industry scale and the amount of users in blowout situation, but in the context of this industry, most of video platform are in the condition of large losses, and advertising as main income source, which has been enter a bottleneck period, so in recent years, the paid membership have been as a new business growth point to make by major platform, so the government crack down on piracy and user rights consciousness awakening of objective conditions, the platform introduced advanced on demand this kind of consumption pattern to consumers, but the move has caused great controversy, under this background, carrying out advance on demand strategy research based on pricing and timing, On the one hand, based on the background of advanced vod, the previous research model of music payment willingness can be extended to the field of advanced vod payment of TV serie s. On the other hand, the research results can provide reference for the video website platform to optimize strategy, so as to make this marketing model more mature and rational ,Based on the planned of behavior theory, deconstructive planned behavior, group carnival theory and previous studies on digital music payment willingness, this paper establishes a theoretical model for the research on the advance vod payment willingness. Questionnaire design and data collection based on this model, then based on the data was collected to do correlation analysis, validate assumptions and get conclusions are consumers attitude to advance on demand , collective norms, quality sensitivity, resource availability has a positive influence on relationship between the highest price willing to pay and these factors, and importance of film