Pricing Strategies for Internet Radio Service on the Digital Convergence

• Main Authors: Fang, Yuan, 方圓
• Other Authors: Li, Yung-Ming
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/37733873654406863871

碩士 === 國立交通大學 === 理學院碩士在職專班應用科技學程 === 98 === With the rapid development of the Internet, people use online technology to listen to the radio anywhere and anytime. In this thesis, we study a supply chain comprising one hardware vendor and one Internet Radio content broker. Customers can acquire Internet radio service via either buying the hardware device or from the website. The content broker provided contents to the hardware vendor and he also hopes to gain the revenue from those contents which in the website that he sets up. In other words, they have a relationship called “co-opetition”. First, the content broker decides the royalty fee charged from hardware vendor. And then, the hardware vendor will settle the price of the hardware by considering the royalty fee and hardware cost. The content broker determines its advertising amount on website at the same time. Finally, a customer decides whether he will buy the device or just receive the service from the website. Under the game setting of competition and cooperation, we attempt to obtain the optimal pricing strategy and discuss the impact of factors – quality, royalty fee and hardware cost on the revenue.