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学术前沿讲座——How Should Wanghong Allocate Limited Livestreaming Time with Pricing Tools?

发布时间:2021-06-07访问量:13

报告题目

How   Should Wanghong Allocate Limited Livestreaming Time with Pricing Tools?

报告人(单位)

马利军教授 (深圳大学管理学院)

点评人(单位)

薛巍立(东南大学)

点评人(单位)

赖明辉(东南大学)

时间地点

202162310:00~11:30

腾讯会议 ID623 211 486

报告内容摘要

The joint time allocation and pricing policy for a   Wanghong, with a monopoly advertising agency (he) and with competing   advertising agencies.

报告内容:

Wanghong   is the Chinese word for online celebrities, which creates increasingly huge   traffic flow for the video-streaming platforms. A Wanghong (she) may make   profits from adverting and/or subscription fee. Since there exists time limit   for the length of video or livestreaming, the Wanghong needs to achieve a   balance between video contents and advertisements. Meanwhile, the Wanghong   makes pricing decisions for advertisements content and subscription fee, to   maximize total profit. In this study, we investigate the joint time   allocation and pricing policy for a Wanghong, with a monopoly advertising   agency (he) and with competing advertising agencies. We consider two types of   Wanghong: ``the traditional Wanghong'' and ``the innovative Wanghong''. The   traditional Wanghong makes her video content in advance and then searches for   advertisements from agencies and the innovative Wanghong simultaneously   combines contents and advertisements into her video streaming. For both types   of Wanghong, we characterize how their optimal policies and advertising   agency's optimal reactions change with the Wanghong-product compatibility,   i.e., the effective advertising conversion rate. Moreover, we demonstrate the   compatibility's effects on the time allocation, audience number, and Wanghong's   and advertising agency's profits. Our findings can help to better manage the   business of Wanghong.

报告人简介:

Lijun Ma   is a full professor in the College of Management at Shenzhen University, P.   R. China. He is also affiliated with Institute of Big Data, Intelligent   Management and Decision at Shenzhen University. He is associate head of   department of Management Science and undergraduate programme director of   E-commerce at Shenzhen University. He earned his Ph.D. in system engineering   and engineering management from the Chinese University of Hong Kong in 2007.   His current research interests include Logistics and supply chain management,   service management. He has published more than 40 journal articles in leading   ORMS journals such as DS, EJOR, TRE. He serves as an associate editor of   Modern Supply Chain Research and Application. He has served as principal investigator   for three NSFC grants and co-principal investigator for three NSFC grants.


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