The Comparative Study On The Market Structure Of Video Website Between China And American

According to research the structure of market of Chinese and American video website industry with the market concentration index which belongs to theory of industrial organization, this essay should be concluded that the high degree of concentration of advertising market are existing in the video website of china and American. At the same time, there is a steady fluctuation that can be said that Chinese and American video website market are Market structure of Oligopoly.The different contents of internet video, the leader of internet companies and traditional media, the new technology are becoming main factors which influence the degree of advertising concentration. According to the tendency, there is a gradual decrease about advertising concentration in video website in short term. It can be said that the reorganization would promote the market concentration so that the concentration of market should be presented as Inverted-U fluctuation trend. In other words, market barriers are distinct differences between Chinese and American website video Market. With development of Chinese video website, there is a phenomenon that the higher constitutive property of barriers to entry and strategy of barriers to entry are being built. However, it can not ignore that two barriers play non determined roles in video website market. At the same time, the system of barriers to entry should be acted as a main element which should be influenced the structure of current Chinese video website market. In United States, constitutive property of barriers to entry and strategy of barriers to entry has been major factors in structure of American video website market. Meanwhile, some of oligopolies have a relationship which are partners as well as competitors. As is known, Chinese industry of video website lacks of Market exit mechanism in contrast that American industry are regular. Chinese video website has been gone through the difference of function, the difference of image, the difference of brand and other periods as well as American video website has passed through the difference of imitation, the difference of brand and the difference of mix and other periods. It can be seen that there is a long distance between China and the United States in fusing differences.To sum up, it can be concluded that first the environment of internet and the customer habit should decide the different logical of management. Secondly, the institution of media is lead to different relationship with traditional media. Thirdly, the technology of internet would make different performance forms. Above all, in the future development of video website, it can be said that video website should increase the proportion of high quality original contents which is a significant method to absorb users and advertising customers. Secondly, video website should do more individual experiences which focus on users that would satisfy user' habits. Last but not least, the integration of a variety of channel development is an important direction of the video site of the reform in future that would be a foundation for the market structure and profit structure optimization of video website.