Determining the Optimal Pricing Strategy for Online Cinemas Using an Agent-Based Model on the Example of IVI and Kinopoisk

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详细

The relevance of the study is justified by the phenomenon of the ever-increasing demand for online cinema services in the presence of free «pirate» resources, the heterogeneity of consumers of online cinemas that form the demand for their services, hence the low predictability of demand. The purpose of the study is to determine the optimal pricing policy in the conditions of competition of online cinemas. The constructed model predicts the demand for the services of the two leaders of the online cinema market with a reliability of more than 99%. Results: in a static game with full information, the price of a Kinopoisk subscription roughly corresponds to the best answer to the Ivi strategy to set the price at the current level; the Ivi subscription price corresponds to one of the Pareto optimal outcomes of the game, characterized by the symmetry of the strategy profile, the Nash equilibrium has not been achieved in reality.

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作者简介

Alexander Moiseenko

Russian Academy of National Economy and Public Administration under the President of the Russian Federation

编辑信件的主要联系方式.
Email: alex7and7er@gmail.com
ORCID iD: 0009-0001-0380-1693
俄罗斯联邦, Moscow

Natalia Grineva

Russian Academy of National Economy and Public Administration under the President of the Russian Federation; Financial University under the Government of the Russian Federation

Email: ngrineva@fa.ru
ORCID iD: 0000-0001-7647-5967

Cand. Sci. (Econ.), Associate Professor; Associate Professor of the Department of data analysis and machine learning, Financial University under the Government of the Russian Federation; Associate Professor, Department of System Analysis, Russian Academy of National Economy and Public Administration under the President of the Russian Federation

俄罗斯联邦, Moscow; Moscow

参考

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补充文件

附件文件
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1. JATS XML
2. Fig. 1. Dynamics of visits to the specified online cinemas from 01.08.2022 to 01.11.2022.

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3. Fig. 2. Distribution of the number of reviews by review rating for Ivi and Kinopoisk from the site otzovik.ru.

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4. Рис. 3. Распределение количества отзывов, содержащих указанные слова, по соответствующим онлайн-кинотеатрам.

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5. Fig. 4.1. Dynamics of predicted and true values of demand for online cinema subscriptions. (a) The dynamics of the projected and initial aggregate demand for the services of the online cinemas Ivi and Kinopoisk; (b) The dynamics of the projected and initial demand for the services of the online cinema Ivi;

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6. Fig. 4.2. Dynamics of predicted and true values of demand for online cinema subscriptions. (c) The dynamics of the projected and initial demand for the services of the online cinema Kinopoisk; (d) The dynamics of the predicted and initial relative market share of online cinema Kinopoisk.

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7. Fig. 5.1. The effect of changing the beta coefficient on the simulated demand. (a) The dynamics of the projected aggregate demand for the services of the Ivi and Kinopoisk online cinemas; (b) The dynamics of the projected demand for the services of the Ivi online cinema;

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8. Fig. 5.2. The effect of changing the beta coefficient on the simulated demand. (c) The dynamics of the projected demand for the services of the Kinopoisk online cinema; (d) The dynamics of the relative market share of the Kinopoisk online cinema.

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