No advertising, but more sponsorship? A case study of e-red envelope at China's Spring Festival Gala

doi:10.1108/CMS-01-2017-0001

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	No advertising, but more sponsorship? A case study of e-red envelope at China's Spring Festival Gala
	Zhang, Qian 1; Wu, Chao 2; Qiao, Han 1; Wang, Shouyang1,2
	2017
发表期刊	CHINESE MANAGEMENT STUDIES
ISSN	1750-614X
卷号	11 期号:1 页码:90-106
摘要	Purpose - This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China's Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms. Design/methodology/approach - The two questions can be summarized as what and why problems; so, this paper adopts the method of the qualitative case study. For the first question, this paper uses the method of system activity diagram to design the business model. For the second question, this paper proposes a new analytical method - voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.' s Iceberg theory. Findings - The effect of interactive advertising is significantly better than that of traditional advertising, and interactive advertising is becoming the first choice for marketers. The business model innovation of iTV ad brings new business opportunities. In addition, the larger the area of the triangle surrounded by the three elements of VIC, the higher the commercial value of iTV ad. Originality/value - Current business model studies focus on business model definitions and innovations, whereas the studies on business model evaluation and its influential factors are rare. A new analytical model named VIC is proposed. It explores the effect of VIC on the commercial value of iTV ad and provides a reference for the quantitative empirical analysis. The combination of activity system theory and VIC model contributes to the understanding of the explicit knowledge and tacit knowledge of iTV ad business model. This framework can be used to guide TV stations and stakeholders for business model innovations and optimizations.
关键词	Business model Commercial value E-red envelope ITV ad VIC model
DOI	10.1108/CMS-01-2017-0001
语种	英语
资助项目	National Natural Science Foundation of China[71373262] ; National Natural Science Foundation of China[71390330] ; National Natural Science Foundation of China[71390331]
WOS研究方向	Business & Economics
WOS类目	Management
WOS记录号	WOS:000404747000007
出版者	EMERALD GROUP PUBLISHING LTD
引用统计
文献类型	期刊论文
条目标识符	http://ir.amss.ac.cn/handle/2S8OKBNM/25954
专题	系统科学研究所
通讯作者	Qiao, Han
作者单位	1.Univ Chinese Acad Sci, Sch Econ & Management, Beijing, Peoples R China 2.Chinese Acad Sci, Acad Math & Syst Sci, Beijing, Peoples R China
推荐引用方式 GB/T 7714	Zhang, Qian,Wu, Chao,Qiao, Han,et al. No advertising, but more sponsorship? A case study of e-red envelope at China's Spring Festival Gala[J]. CHINESE MANAGEMENT STUDIES,2017,11(1):90-106.
APA	Zhang, Qian,Wu, Chao,Qiao, Han,&Wang, Shouyang.(2017).No advertising, but more sponsorship? A case study of e-red envelope at China's Spring Festival Gala.CHINESE MANAGEMENT STUDIES,11(1),90-106.
MLA	Zhang, Qian,et al."No advertising, but more sponsorship? A case study of e-red envelope at China's Spring Festival Gala".CHINESE MANAGEMENT STUDIES 11.1(2017):90-106.