Research On Quality Effort Strategy Of Video Service Supply Chain Considering Derived Demand

In the era of “Internet plus” and “Big Data” obtaining content services through video service platforms has become one of the most promising business models.Especially during the COVID-19 pandemic,the scale of platform users and the average daily viewing time witnessed explosive growth,which brought unprecedented development opportunities to the video service industry.With the upgrading of consumption,the payment for video services has gradually become the norm,and the huge consumption income and market potential brought by the demand for derivative services such as membership services,pay-on-demand services,film and television derivatives,and peripheral services have gradually attracted the attention of enterprises.With the booming development of the video service industry,the problem of service quality is gradually revealed.Businesses gradually find that high-quality video service is the key to improving their competitiveness.In addition,with the advent of the era of marketing 4.0,data-driven marketing has performed well in grasping consumer trends and accurately matching consumer demands,which has greatly improved the growth of enterprise performance and gradually become the focus of attention of entrepreneurs and scholars.Considering that supply chain members have “bounded rationality”,it is necessary to consider the influence of behavioral factors in the decision-making process of a supply chain in a complex environment.Therefore,based on the derived demand,this paper studies the quality effort strategy of the video service supply chain under the interaction of multiple behavioral factors and the effect of data-driven marketing.This paper mainly carries out research work from the following two aspects:(1)Quality effort strategy of video service supply chain considering fans effect under derived demand is studied.A video service supply chain composed of a video service platform,a video service supplier,and video users is constructed.The video service supplier provides basic services and two-stage derived services to users through the video service platform.Considering the influence of video service supply chain members' four kinds of behavioral factors on basic services and two-stage derived services,mathematical models of video service supply chain members under the platform pricing model and supplier pricing model are established respectively.Nash game theory is used to optimize the solution,and the optimal quality effort strategy and optimal profit of service supply chain members in the two modes are obtained.Through comparative analysis and numerical simulation analysis,the correlation between fans effect and revenue sharing ratio and optimal quality effort strategy,and optimal profit is discussed,and the relevant conclusions are drawn,and the management enlightenment is given.(2)Video service supply chain quality effort strategy considering fans effect and data-driven marketing under derived demand is studied.The establishment of a video service supply chain includes a video service platform,a video service supplier,and video users,in which the video service supplier acts as the leader and the video service platform acts as the follower,playing the Stackelberg game.At the same time,video service platforms decide whether to adopt a data-driven marketing strategy.Then,the demand and profit function of video service supply chain members under four different decision situations(NDI model,NDS model,CDI model,and CDS model)is analyzed,and the optimal quality effort strategy and optimal profit of each member under the four modes are optimized respectively by using game theory.Finally,the influence of data-driven marketing efficiency and fans effect on service supply chain members' optimal effort strategy,optimal profit,and optimal mode selection is discussed through numerical simulation example analysis,and relevant conclusions and management enlightenment are drawn.