讲座题目：数字内容产品免费增值优化研究
主讲嘉宾：李勇军
时 间：2023年2月14日（星期二）上午9：00—11：00
地 点：商学院116 远东厅
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江南大学商学院
2023年2月10日
主讲嘉宾简介
李勇军，男，中科大副教授、博导，中科院青促会会员。研究兴趣：大数据运营管理和数据包络分析。已发表学术期刊论文100余篇，EJOR、OMEGA、ANOR、JORS等。获得10余项科学基金支持，包括国家自然科学基金青年项目1项、面上项目3项、重点项目子课题1项等。也曾获得安徽省科技进步一等奖、美国管理协会最佳论文奖、OMEGA和JORS等期刊最佳审稿人奖等。
讲座主要内容
Platforms of digital content, such as Amazon Kindle and YouTube Original, commonly leverage freemium pricing – offering initial content (e.g., first few book chapters) for free in hope to monetize later content. While offering scant free content risks customer churn, offering a lavish amount undermines profit. More importantly, distinct from freemium pricing for consumer goods or technology products, optimal freemium pricing for digital content is connected to content dynamics (e.g., charging at an emotional peak with the greatest willingness-to-pay). Collaborating with a leading e-book platform with $270 million annual revenues, we determine optimal charging points via a large-scale randomized field experiment with 1.3 million customers; and further leverage text analytics to uncover the connection between optimal charging points and content dynamics. The identified optimal charging points, often occur after the second sentiment culmination, escalate revenues by 50%, translating into $100+ million lift for the platform. We further explore the underlying mechanisms by analyzing the moment-to-moment synchrony between the book content and customer comments; and finally automate personalized ricing. This research optimizes a prominent, yet under-studied, form of freemium pricing; and offers AI-driven acceleration of digital transformation to automate conventionally intuition-laden, labor-intensive pricing.
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