Consider The Video Site Revenue Management Research Of User Participation In The Advertising Model

China's online video industry has experienced more than ten years of development,from the first stage with frequent copyright disputes and vulgar content,gradually to the formalization.Suffering from the high content cost,the industry as a whole,has been continued losses.The video website connects consumers and advertisers at the same time.The traditional pricing model is charged to advertisers and free to consumers,but in order to develop new revenue growth points,all video websites is building differentiation service system to train users to pay.Based on the level of differential service ability,this paper divided video sites into three categories: advertising driven,differential driven and content driven.Advertising driven means charge the advertiser,differential driven means charge the advertiser and the user,content driven means only charge to the user.Online video industry in China is still in the primary stage of differential driven,this time one the one hand should continue to promote the user to pay,in addition the advertising model should be optimized.The innovative advertising which considered consumers' watching intention,the whole period of advertising is divided into two parts,the first part is mandatory for the user to watch,the second part is selective for the user to watch.This paper puts forward a pricing model for this kind of advertising,and verifies the possible that this kind of advertising can make the utility increases of the three parties at the same time from the tripartite perspective of consumer,advertisers,video website,and get some conclusions like: if the advertiser can get more positive cross network utility from the user,then the advertising can get more utility and the advertising may be divided into more parts;the cost of advertising more less,the more profit the video website can access and the high possibility of user-participation advertising model can be executed;the less users choose to skip,the more profit can get of video website,but it's not true to advertiser,in the executed advertising parts less user choose to skip,more benefit to video website and advertiser.Finally,we suggest that the online video industry would transform and upgrade to content driven as soon as possible,built differentiated video content to highlight personality;develop users pay strategy;through technology improve the ability of operation,and enhance the user experience.