Study On Online Video Service Market Of Competition And Cooperation

Online video service has always been an important area in the realm of Internet industry at home and abroad. Watching online videos has become an important part of life for the majority of Internet users. In China, the online video service has become the premier application of the Internet. The Internet industry has paid a lot of attention to online video service; however, there are still few studies on the theoretical model of this area for the domestic management scholars.This paper explores the online video service market which has few theoretical models in the academic area and studies the competition and cooperation in online video services market. We summarize the relevant theories which include cooperation and competition theory, game theory and bilateral market theory. Then we give an overview of the online video services market and introduce the development of online video services market, especially in China, in detail. We describe the influence of advertising to advertisers and online video users. We analyze the behavior of game between advertisers and users in the online video service market. We respectively consider the market environment with complete information and market environment with incomplete information and investigate the conditions to achieve a game equilibrium. Considering the video website as a platform provider in the online video services market, we analyze the relationship of competition and cooperation between video website and advertiser, and between video site and video site. Finally, we summary and review the full text. We put forward constructive suggestions to advertisers advertising, competition and cooperation between the video website with advertisers and competition and cooperation between different video websites. We provide some prospects of online video services market research in the future.