| From 2004,Online video sites have rapidly developed.On the PC side,China’s online video sites have reached a high scale,and in recent years,online video sites at mobile terminals also has begun to develop rapidly.As Baidu acquired PPS,Tencent launched Tencent video,Ali wholly acquired Youku,the competition between the giants is increasingly fierce.However,the online video industry is very hot,the major video sites are facing great difficulties,due to the huge cost of online video sites including the cost of bandwidth and content,on the other hand,the main income is still o from advertising,very few paying,and just a few customers would like pay,so The pricing to the users and the advertisers is very important.Online video sites’ pricing to advertisers determines the number of ads and the advertising revenue.Meanwhile Online video sites’ pricing to advertisers also affects the users’ experience,and determines the number of free users and the number of paying customers.Online video sites’ pricing to paying customers determines the number of paying customers and this part of income.And it also affects the number of free users and to further affects the advertising revenue.So formulating reasonable pricing for online video sites is very important.The online video industry is a typical and complex bilateral market,which has the typical characteristics of the bilateral market,including cross-network externalities and the price of non-neutrality.As an intermediary,online video sites connect three "edge" link,including the content providers,advertisers and video viewers.The operating models and profit models of online video sites are various,which means that their bilateral market characteristics are various.So I firstly classified online video sites into two types,including the trading platforms,media platforms.Then I researched each of these two video sites’ operating model,profit model and bilateral market.And finally I built their own pricing model,solving the their pricing structure at maximum profit maximization and social welfare conditions to analyze the online video sites’ best pricing and the influencing factors of the best pricing.I hope to present meaningful opinions for the online video sites. |
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