Watching ad or paying premium : (the) optimal design of the online service온라인 서비스의 광고 영상 수익과 구독 수익 최적화 모델에 관한 연구
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Chung, Hakjin | - |
| dc.contributor.advisor | 정학진 | - |
| dc.contributor.author | Lee, Jinhwan | - |
| dc.date.accessioned | 2019-08-28T02:39:55Z | - |
| dc.date.available | 2019-08-28T02:39:55Z | - |
| dc.date.issued | 2019 | - |
| dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=844722&flag=dissertation | en_US |
| dc.identifier.uri | http://hdl.handle.net/10203/265664 | - |
| dc.description | 학위논문(석사) - 한국과학기술원 : 경영공학부, 2019.2,[iii, 18 p. :] | - |
| dc.description.abstract | In many online services, the firm generates the revenue in two different forms | - |
| dc.description.abstract | the advertising revenue by inducing consumers to watch ads and the subscription revenue from the premium consumers who want to avoid wathcing ads. This paper studies the optimal design of such service platforms | - |
| dc.description.abstract | the proportion of ad-clips for normal users and the ad-free subscription fee for premium users. To model this, we first consider consumers who are heterogeneous in the valuation on the service and the disutility on watching ads. We, then, incorporate into this consumer model to the firm's optimal design problems, in which the firm maximizes not only the current revenues but also the extra value from the user size. We characterized the optimal ad-free price and the optimal length of ads, and compare with the fee-only firm and the ads-only firm. We found the conditions under which the firm is better off by providing ads and fee simultaneously, and how the fee and the ad length adjust each other. | - |
| dc.language | eng | - |
| dc.publisher | 한국과학기술원 | - |
| dc.subject | Price discrimination▼aadvertising▼aconsumer choice▼arevenue management▼apricing strategy | - |
| dc.subject | 가격 차별화▼a광고▼a소비자 선택▼a수익경영▼a가격 전략 | - |
| dc.title | Watching ad or paying premium | - |
| dc.title.alternative | 온라인 서비스의 광고 영상 수익과 구독 수익 최적화 모델에 관한 연구 | - |
| dc.type | Thesis(Master) | - |
| dc.identifier.CNRN | 325007 | - |
| dc.description.department | 한국과학기술원 :경영공학부, | - |
| dc.contributor.alternativeauthor | 이진환 | - |
| dc.title.subtitle | (the) optimal design of the online service | - |
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