“商學大講堂”系列學術講座（第198講）---學術名家講壇（22）

講座題目：數字内容産品免費增值優化研究

主講嘉賓：李勇軍

時 間：2023年2月14日（星期二）上午9：00—11：00

地 點：商學院116 遠東廳

歡迎感興趣的師生參加聆聽！

江南大學商學院

2023年2月10日

主講嘉賓簡介

李勇軍，男，中科大副教授、博導，中科院青促會會員。研究興趣：大數據運營管理和數據包絡分析。已發表學術期刊論文100餘篇，EJOR、OMEGA、ANOR、JORS等。獲得10餘項科學基金支持，包括國家自然科學基金青年項目1項、面上項目3項、重點項目子課題1項等。也曾獲得安徽省科技進步一等獎、美國管理協會最佳論文獎、OMEGA和JORS等期刊最佳審稿人獎等。

講座主要内容

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.