Quality effort strategies of video service supply chain considering fans preference and data-driven marketing under derived demand

Abstract

In the era of “Internet +”, video service as a new cultural industry model has attracted a multitude of attention. Especially under the influence of COVID-19, the importance of video service in people’s daily life becomes more prominent. In this paper, a video service supply chain (VSSC) composed of a video service platform and a video service supplier is researched. The video service supplier provides basic service and two-stages derived service to users through the video service platform. By analyzing the platform pricing scenario and supplier pricing scenario considering data-driven marketing (DDM), four models are established: No-DDM + platform pricing scenario, No-DDM + supplier pricing scenario, DDM + platform pricing scenario, and DDM + supplier pricing scenario. By using game theory, the optimal strategies, and optimal profits of VSSC members under four scenarios are obtained. Finally, the impact of basic market size, fans preference and data-driven marketing efficiency on the optimal strategies, optimal profits, profit growth rates, and model choiceof VSSC members are discussed, and relevant conclusions are drawn to give management enlightenment.