Research On The Operation Mechanism Of Third Party Ticketing Platform Based On SCP Paradigm

Online purchasing ticketsis also gradually increasing.The ticketing platform has become an independent tool for the audience to buy tickets,browse the movie information,and write the commentary.At the same time,the development of the online business economy has brought financial and technical support for the development of the film ticketing platform.In order to cater to the market development,the third-partyfilm ticketing platform does not rigidly adhere to the single ticketing function,but tentacles into the whole film industry chain in depth.Taking advantage of its own advantages,it not only achieves the development of the upstream and downstream industry,but also leads to the forming of a new closed loop in film industry.The production of third-party film ticketing platform dispels the existing problem that buyers are asymmetry to the film information in traditional way of buying tickets to some extent.With the constant emplacement of the OTO market,the platform has also been commercialized,and the most important aspect is the ticket complement.Starting from2014,the large platform has achieved the rapid market expansion and occupied superior resources through low-cost strategy.On the one hand,it promotes the overall growth of the movie box office,brings the expansion of the cinema,and forms the new impetus for the film industry’s development.On the other hand,the platform also meets a series of problems in the process of development.The nonstandard use of the ticket complement strategy causes theappearance of“The Phantom Field”.The events of stealing the box office by using the online ticketing system are also be exposed frequently.Therefore,it is important to study the third-party film platform and analyze its exiting problem by utilizing the industrial organization theory.It is also the urgent problem that Chinese film industry has to solve in order to keep its healthy and sustainable development.By using the SCP analysis paradigm in industrial organization theory,the thesis analyzes the market structure,market behavior and market performance targeting third-party ticketing platform.Current third-party film ticketing market is still in the oligopoly stage,and the marketconcentration is relatively high.Although the major corporations launch different brands,their the product differentiation is lower.There are homogeneous competition and the small user stickiness.The larger the scale of economy degree,the higher the cost of entry and exit barriers.In the market behavior,the incumbent manufacturers own the monopoly and carry on competition by using the absolute competition price.Simultaneously,there are massive enterprise annexations in the industry,which results in the enhancement of monopoly degree.These irrational market structures and behaviors have influenced the healthy development of the whole film industry chain.Based on the above analysis,the thesis concludes that the benign competition for third-party film ticketing platform in the future needs the competitive capital,the integration of resources and dispersing ability for the future platform.At the same time,it is urgent for the whole market to continue to carry out the pan-entertainment industry layout,implement differentiation strategy and manage brands management to improve the market performance of the whole third-party film ticketing platform.