连续发布产品的价格和延迟决策:交易型流媒体服务案例

IF 5.9 2区 管理学 Q1 BUSINESS
Nicolas R. Weber , André Marchand , Reinhard E. Kunz
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引用次数: 0

摘要

本研究探讨如何调整价格和延迟顺序分配的同时可获得的数字产品可以最大限度地提高收入。在这个充满活力的数字市场中,消费者可以在影院首次上映后选择不同版本的电影。在随机效应控制函数广义最小二乘面板模型中,对1397部电影的每周销售数据进行了超过50,000次的分析,发现了倒u型延迟效应。也就是说,在最初的电影发行后,太短和太长的延迟都是次优的。价格与延迟也是正交互作用的,如果延迟太短,价格的负面影响就会被放大。通过测试多个其他成功因素的影响,其中一些之前没有被调查过,本研究还揭示了这些变量与价格和延迟之间相关的、新颖的相互作用。最后,为了鼓励这些综合结果的实际应用,作者提出了一个交互式仪表板,管理人员可以使用它来模拟不同产品版本的最优价格和延迟。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Price and delay decisions for sequentially released products: The case of transactional streaming services
This research examines how the adjustment of price and delay in the sequential distribution of simultaneously available digital products can maximize revenues. In this dynamic digital market, consumers can choose between different versions of movies that are available after their initial theatrical release. An analysis of weekly sales data of 1,397 movies with more than 50,000 observations, in a random effect control function generalized least square panel model, reveals an inverted U-shaped delay effect. That is, too short and too long delays after the initial cinematic release are both suboptimal. Price and delay interact positively with each other too, such that if the delay is too short, the negative influence of the price becomes amplified. By testing the effects of multiple other success factors, some of which have not been investigated before, this research also reveals pertinent, novel interactions of these variables with price and delay. Finally, to encourage the practical application of these comprehensive results, the authors present an interactive dashboard that managers can use to simulate the optimal price and delay for the different product versions.
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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