【作者】 杨栋；

【导师】 凌六一；

【作者基本信息】 中国科学技术大学 ， 管理科学与工程， 2019， 硕士

【摘要】 随着网络视频版权市场规模的不断扩大,众多视频网站对优质的网络视频版权资源的争夺越发激烈,从而导致优质网络视频版权资源的购买成本居高不下。而且广告收入是视频网站的主要收入来源。因此如何使广告收入最大化成了众多视频网站运营的重点。市场上视频网站版权交易模式主要分为两种:独播模式和分销模式。本文在现有版权交易以及广告建模研究的基础上,对独播模式以及分销模式进行了对比分析,研究了视频网站在不同市场环境下的网络视频版权经营决策问题。本文着重分析了影响视频网站在独播模式和分销模式之间选择的几个重要因素,其中包括广告商需求不确定性、广告质量和视频网站满足广告商需求的能力。同时本文建立了三个网络视频版权交易模型:基础模型、基于版权价格博弈模型以及基于广告时间博弈模型。其中基础模型是视频网站1决定采取独播模式,视频网站2则播放自身原有网络视频;基于版权价格博弈模型是视频网站1决定以一定价格分销版权,视频网站2则购买该版权播放权;基于广告时间博弈模型是视频网站1决定在分销版权同时获得视频网站2的部分广告时间,视频网站2则参与博弈购买该版权播放权。之后讨论了这三个因素对视频网站在不同市场环境下对这三种交易模型偏好的影响。发现版权分销会造成观众总点击量减少;广告质量是影响视频网站决策的首要因素;当转移的观众能创造更多的广告收益时,版权分销才可能会发生;当版权资源很优质,视频网站无法找到足够匹配的广告商时,版权分销模式更有利。本文的主要创新之处在于分析了三大因素对视频网站版权经营决策的影响,并且建立了一个新的版权分销契约,将网络视频版权交易与广告定价建模结合起来,通过对不同市场环境的分析,为视频网站的视频版权经营决策提供了借鉴。更多还原

【Abstract】 With the continuous expansion of the Internet video copyright market scale,many video websites are increasingly competing for high-quality Internet video copyright resources,which leads to the high purchase cost of high-quality Internet video copyright resources.Advertising revenue is the main source of revenue for video websites.Therefore,how to maximize the advertising revenue has become the focus of many video websites.Video website copyright transaction modes are mainly divided into two types in the market:exclusive broadcast mode and copyright distribution mode.Based on the existing copyright trading and advertising modeling research,this paper makes a comparative analysis of the exclusive broadcast mode and the copyright distribution mode,and studies the decision-making of Internet video copyright management of video websites in different market conditions.This paper focuses on analyzing several important factors that affect the choice of video websites between exclusive broadcast mode and copyright distribution mode,including the uncertainty of advertisers’click demand,advertising quality and the ability of video websites to meet advertisers’ click demand.Meanwhile,this paper establishes three models of Internet video copyright transaction:basic model,game model based on copyright price and game model based on advertising time.The basic model is that the video website 1 decides to adopt the exclusive broadcast mode,while the video website 2 plays its own original Internet video resource;The game model based on copyright price is that video website 1 decides to distribute the Internet video copyright with a certain price while video website 2 purchases the copyright.The game model based on advertising time is that video website 1 decides to distribute the copyright with a Stackelberg game,while video website 2 participates in the game as a follower.Then we discuss the influence of these three factors on video website’s preference for these three trading models under different market conditions.We find that copyright distribution will reduce the visitor total clicks;advertising quality is the primary factor that affects the decision-making of video websites;copyright distribution is only possible when the transferred visitor can generate more advertising revenue;the copyright distribution mode is more advantageous only when the copyright resource is of high quality and video website cannot find sufficiently matching advertisers.The main innovation of this paper is to analyze the influence of three factors on the copyright management decision of video websites,and we establish a new copyright distribution contract,which combines the Internet video copyright transaction with advertising pricing modeling,provides reference for the video copyright management decision of video websites in different market conditions.更多还原