A Study On Pricing Strategy Of Network Video Media Platform

The development of network video media platform in the domestic has been more than 10 years old.Platform’s revenue is heavily dependent on advertising revenue.In recent years the enterprise dedicated to promote business model,Depth mining user value,in order to change the difficult position of its reliance on advertising revenue.The Perfecting of domestic copyright law system provide a good external environment for the platform enterprises.However,the business model has just started,the user value of mining is also to be improved.Exploration on business model in the final analysis is the exploration of profit model.And mentioned on the platform of enterprise profit model research will have to mention the platform enterprise pricing strategy.So the research on the pricing strategy of platform enterprises becomes an urgent problem to be solved.This paper gives strategy analysis and application analysis to video media platform pricing.Hope to provide feasible suggestions for the further development of the network video media platform.From a theoretical sense,this study use bilateral market theory to analyze the pricing strategy of network video media platform,enriches the application of bilateral market theory,improve and perfect the bilateral market theory.From a practical sense,this study not only explains the reasons why network video media platform rely on advertising revenue,but also put forward some policy recommendations for the development of the media platform enterprise.The main content of this paper is divided into three parts.First,is a comprehensive analysis of the network video media market.Second,is about the network video media platform pricing model is built.Third,is a case study on the pricing strategy of the network video media platform.First of all,to have a comprehensive understanding of the relevant concepts and definitions of research objects,there is an overall overview of the network video media market.The development course and current situation,profit model,and the nature of the network video media platform are analyzed.These analyses will be helpful for a comprehensive understanding of the characteristics and nature of the network video media platform.Secondly,based on the linear urban space model,we construct the pricing model of advertising unilateral and user unilateral payment.Found that in the monopoly market,user unilateral payment only related to the quality of the video content,but the quality of the video content of the platform will only remain at a low level.In the duopoly market,users pay to go through two processes,First,the degree of difference between the contents remain low,Platform companies are committed to improving the level of content differences between the platform,Second,the degree of difference between the content of the platform is large,the platform is committed to improving the quality of video content platform.Under the structure of the double oligopoly market,advertising unilateral payment go through two processes.First,when the Offensive advertising of large-scale,the platform is committed to reducing the proportion of commercial advertising.Second,the proportion of offensive advertising reduced to a certain extent,the platform will no longer pursue to reduce the proportion of offensive advertising.And it also proves the conclusion of the theoretical study.Finally,according to the current stage of platform enterprise,put forward some policy recommendations for the development of the media platform enterprise.