Modeling the online content mixed-revenue based on marketing response analysis

Abstract

At present, mixed-revenue about the combination with subscription fee revenue and advertising revenue is the main mode of revenue for online content providers. How to balance the two aspects of revenue to get the optimal revenue is the focus of this study. This article considers consumers' price sensitive level and advertisement sensitive level. Based on these concepts, we build a more realistic model of online consumer behavior. 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 to solve this article's problem. The experimental result shows that considering the optimal combination of online content price and advertising intensity can get higher mixed-revenue. At the same time, considering consumers' price sensitive level and consumers' advertisement sensitive level in the market play a key role in the aspects of enhancing supplier's revenue.