关键词: 羊群效应, 视频节目, 收费模式, 免费模式

Abstract: This paper constructs a two-stage decision model from the perspective of herding effect and obtains the optimal pricing and advertising.The research shows that the impact of herd effect in fee-based model on the optimal pricing is related to the consumer scale, and will further reduce optimal advertising. If the herd effect in payment is higher, the firm can increase profit by extending fee-based model time. The herd effect in fee-based model leads to an increase in the total scale of consumers,but fee-based model has a cannibalization effect on free-based model. In the case of a low herd effect in free-based model, only a higher herd effect in fee-based model results in an increase in the total profit of the video program, otherwise the total profit decreases.

Key words: herd effect, online video program, fee-based model, free-based model