关键词: 营销炒作, 网络视频, 商业模式, 哈密顿方法

Abstract: With the rapid development of online video industry, more and more video programs rely on hype to attract attention and generate substantial commercial profits. Under this background, considering time and hype factors and the uncertainty of users’ demands, the continuous-time revenue model is established. By using Hamilton approach, the nonlinear optimization problem is solved. The changing rules of video users’ willingness to pay, and dynamic evolution trends of online video business models are obtained. Furthermore, the optimal pricing strategy and marketing hype strategy under the influence of marketing hype are determined. The research results show that the number of users who choose the fee model increases with the increase of hype time, while the changing trend of the number of users who choose the free model with hype time is reverse. With the increase of marketing hype effect, mix free-fee mode will gradually evolve into a single fee model, and the profit of video platform presents an inverted U-shaped changing trend. The above research conclusions reveal the influence of marketing hype on video pricing, users’ demands and viewing behavior, so as to provide decision basis for video platform to better understand users’ needs and formulate business strategies.

Key words: marketing hype, online videos, business model, hamiltonian approach