Research On The Game And Optimization Of Online Video Platform Business Strateg

With the rapid development of the Internet,online video platforms have also ushered in the spring,with increasingly mature operations and a significant increase in the number of users,showing new development characteristics and trends.This paper mainly focuses on the new development trend of online video platform: first,with the increase of the cost of video copyright competition,video platform is gradually inclined to the income of members;Second,video platforms pay attention to user-created content and gradually introduce traffic incentive policies.Firstly,according to the characteristics of large number of video users and copyright competition,an evolutionary game model between copyright competition and user membership selection of online video platform is established.By using the simulation technology,this paper analyzes the purchasing strategy of the video platform for seasonal video copyright and the user’s membership selection strategy in different stages.The results show that :(1)in the single-stage simulation experiment,when the profit of video copyright bought out is significantly higher than that of non-bought out,the evolutionary stable strategy of both parties in the short term is(copyright bought out,double membership);(2)In the two-stage simulation experiment,both sides of the game in the first stage cannot reach a stable equilibrium state.In the second stage,as the video platform adjusts its operation strategy to reduce copyright costs,and the perceived value of member users to video programs tends to be stable and improved,the final evolutionary stable strategy of both sides of the game is(non-copyright buyout,dual membership).(3)In the three-stage simulation experiment,after the strategies of both sides of the game go through the evolutionary selection of the first two stages,the video platform chooses not to buy out the copyright of the video program and play it jointly with other platforms.This mode encourages more users to choose single member.Therefore,the evolutionary stable strategy of both parties in the third stage game is(non-copyright buyout,single member).Secondly,according to the incentive policies of video platform and the characteristics of bilateral market,the Hotelling model of content providers and users of online video platform is established.The results show that :(1)the incentive of video platform can not only increase content providers and attract different users,but also affect the pricing and quality level of available resources of another platform;(2)There is also a relationship between the number of different user types on the video platform,that is,the number of free users on the platform increases with the number of paying users increasing,and decreases with the number of paying users decreasing;(3)The network externalities and selection costs of users and content providers affect the pricing strategy and the quality level of available resources of online video platforms.Based on the above research,corresponding business strategies are put forward in view of the new development trend of online video industry,including "copyright sharing mechanism","strengthening IP reserve","multi-platform joint membership","phased purchase of copyright strategy","promoting the development of short video with long video","timely increase of incentives" and other strategies.