Research On The O2O Platform Selection Of Cinema And Its Social Welfare Effect

Online cultural consumption is an important fulcrum for the breakthrough growth of the cultural industry in the new era.With the release of large-scale film ticket price subsidies in recent years,consumers have basically formed the habit of online ticketing.O2 O ticketing platform has become an integral part of the film industry chain.By joining the O2 O ticketing platform,cinemas can not only further break through the market scope and improve the utilization rate of existing resources,but also improve the operating efficiency and further affect the economic benefits of consumers and platforms by virtue of the platform’s professional big data and other technologies.Based on the theories of bilateral market and platform selection,this paper constructs a Hotelling model with cross-network externalities,and uses the extended Hotelling model to describe the tripartite interaction of the online ticketing bilateral market.Using the extended Hotelling model to describe the tripartite interaction of the online ticketing bilateral market and investigates the impact of cinema’s platform choice on the benefits of tripartite participants under the influence of platform cross-network externalities.Secondly,this article uses cross-sectional data for 2019 Secondly,this article uses cross-sectional data for 2019 and selects a sample of10,377 theaters in the movie market that year to conduct an empirical analysis of the social and economic benefits of the theater O2 O platform selection strategy.The study found that:(1)Joining the O2 O ticketing platforms can significantly improve cinema performance,and the more platforms they join,the higher performance it will get;(2)Cinema’s joining of online platforms will significantly reduce consumer utility measured by the purchasing power of money,and the more the platforms it joins,the lower consumer utility will be;(3)Cinema’s joining of online platforms will significantly increase platform revenue,and the more platforms it joins,the higher platform revenue will be;(4)Joining cinemas self-built platforms or third-party O2 O ticketing platforms will improve cinema performance,and the extent of performance enhancement by joining third-party platforms is higher than that by joining cinema self-built platforms;(5)Joining cinemas self-built platforms or third-party ticketing platforms will reduce consumer welfare,and the extent of reduction by joining cinema self-built platforms is higher than that by joining third-party platforms;(6)Joining cinema self-built platforms or third-party ticketing platforms will increase platform revenue,and the extent of revenue enhancement by joining third-party platforms is higher than that by joining cinema self-built platforms.The conclusion of this paper shows that the cooperation between cinema and O2 O platform will be win-win situation.For cinemas,joining its O2 O platform can revitalize the existing resources in a larger scope and improve the operating efficiency.For platforms,it is necessary to pay full attention to the positive impact of the scale of cinemas,and increase subsidies for cinemas when the fare subsidies on demand-side does not work.