Study On The Chinese Video Website Market Structure Based On The SCP Paradigm

As one of the rapid development of new media,video website is affecting traditional media and changing the market landscape of the media industry.Through development for near ten years,the market scale of network video in emerging industry is expanding.However,many problems are exposed when Chinese video website markets develop rapidly.Among the problems,the most important one is that video website cannot make profit and get much market performance.This problem has restricted the further development of video network market.Therefore,this article deeply explores and analyzes the structure of Chinese video network market and finds the problems existing in Chinese video network market.This has important practical significance for further development of Chinese video network industry.At present,the market performance of network video industry is not ideal.In this background,this article mainly keeps a foothold on the SCP paradigm of western industrial organizational theory and researches video network market in three aspects of market structure,market behavior and market performance.Firstly,this article analyzes structure of video website market in four aspects of market scale,market concentration,product differentiation and market access barriers.In view of current development situation of Chinese online video industry,market concentration is gradually rising.In the future,oligopoly monopoly structure will gradually form.On this basis,through the analysis on the relationship between structure of video website market and market behaviors,video websites use the strategy of buying copyright with high price for users to use freely.This is to strive for users and expand market share.At the same time,oligopoly monopoly market has not formed.Video websites are difficult to own speaking right in advertisement pricing,which causes price of advertisements on video websites being underestimated;rate of profit therefore declines.In the aspect of contents production behavior,video websites realize that content is the king strategy.A large amount of copyrights are purchased.But homogenization of contents on video websites is severe.Finally,the relationship between the structure of video website market and market performance is researched.This article thinks that the market performance of the video website of our country is poor.It is mainly reflected in that the current profit pattern of video websites is simplex and scale economies effect lacks.However,in the aspect of social benefits,video websites can push the development of video content industry to force the reform of TV industry.The innovative development of products and techniques can be utilized to promote social welfare.At last,through empirical analysis,this article thinks that positive correlation relationship exists between market performance and the structure of video website market.According to above analyses and aiming at optimizing the structure of video website market,this article thinks that Chinese video website market shall further raise market concentration and push the structure of video website market to go from competition to oligopoly monopoly.Performance of video website market can be raised through scale economies effect and economy of scope.The healthy development of the industry can be guaranteed through strengthening supervision on policy for video website industry.In addition,main market players can cooperate with government to insist on the normalization of legal copyright.At last,perfect the layout of multi-dimensional industrial chain of video industry;extend mobile terminal;achieve integration of several screens;then raise the performance of the whole industrial market.