The Pricing Strategy of Digital Content Resources Based on a Stackelberg Game

Yan Zhao and Yuan Ni ()
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Yan Zhao: School of Economics, Beijing Technology and Business University, Beijing 100048, China
Yuan Ni: School of Economics and Management, Beijing Information Science & Technology University, Beijing 100192, China

Sustainability, 2022, vol. 14, issue 24, 1-16

Abstract: This paper uses a Stackelberg game model to analyze the profit function composition of digital content resource producers and publishers and uses a numerical simulation method to explore the equilibrium relationships between the various factors that affect the pricing strategy. The findings are as follows: ① platform-based publishers of digital content resources adopt a cost-plus pricing method for a single broadcast price; ② the revenue-sharing ratio of the producers decreases as the single broadcast cost increases; ③ the viewing effect is affected by many factors, such as copyright fees, investment difficulty, sales coefficient, and unit cost. Overall, the main contribution of this manuscript is to make an innovative demonstration and analysis of the factors affecting the pricing strategy of digital content resources, and the results of this paper can promote the transaction of digital content resources and ensure the sustainable development of the digital content industry.

Keywords: digital content resource; Stackelberg game; pricing strategy; revenue-sharing ratio; viewing effect (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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