Modeling The Online Content Mixed-Revenue With The Considering Of Customers Advertising Adaption Level

With the overall popularity of the Internet, Internet-based business models ushered in a period of rapid development. Among them, some new business models which provide Internet users with online content to make profits are adopted by many online content providers. With this business model, implanting advertising has been an important way for service providers to generate revenue. However, the advertising-based revenue will lead to online content providers only be responsible for advertising agency, which is not conducive to the healthy development of online content. Due to the customer size limitation, fee-based revenue is not sufficient to support online content providers’long-term profitability. At present, mixed-revenue about the combination with subscription fee revenue and advertising revenue is the main mode of revenue for online content suppliers.How to balance the two aspects of revenue to get the optimal revenue is the focus of this study. Among these, customer’s "Advertising Adaptation-Level" is essential for supplier’s mixed revenue. Advertising Adaptation-Level means customer’s endurance to the scope and intensity of advertising when he or she adapts the past stimulus gradually. Customers with higher level tend to choose free online content, customers with lower level trend to choose paid online content. It will be crucial to obtain optimal mixed revenue if provider’s online content can meet the needs of customers with different advertising adaptation-levels.This article builds a more realistic model of online consumer behavior and provider’s mixed revenue with the concept of "Advertising Adaption-Level". At the same time, this article conducts the market customer segmentation to estimate the structural state of the market demand. At last, we use MATLAB as experimental platform and the method of genetic algorithm to solve this article’s problem. The experimental result shows:First, considering the optimal combination of paid-online content’s price, free-online content’s advertising intensity and issued time of free-content can get higher mixed-revenue. Second, considering consumers’ advertising adaption level plays a key role in the aspects of enhancing supplier’s revenue with the strategy of optimal combination. Third, for the groups with different advertising adaption-level, setting the optimal combination of different parameters will improve the overall mixed revenue.