Research On Pricing Strategy Of Online Video Platform Considering Reference Price Effect

At present,China’s online video industry has a large number of users.The competition of the platform for users has entered the stock game stage from the incremental game stage.With the continuous improvement of operating costs,it is difficult for the platform to maintain profitability.In this context,how to change the new online video platform operation mode Find a new profit point,has become an urgent problem.Firstly,this paper divides the reference price effect into two categories: vertical reference price effect and horizontal reference price effect.When studying the vertical reference price effect,consumers are divided into uninformed consumers and informed consumers.In the study of the market are all uninformed consumers,this paper constructs a two-phase pricing model of monopoly platform,The equilibrium solutions under the equilibrium conditions of the two strategies are obtained.The conclusion shows that when the market is uninformed consumers and the reference price effect is not considered,the platform can obtain the maximum profit by charging uninformed consumers directly in two phases.When considering the reference price effect coefficient,when the reference price effect coefficient is small,the platform can still obtain higher profits in the two-phase charging mode.When the reference price effect coefficient is large,the platform should choose the strategy of charging in the first phase and free in the second phase.Then,by analyzing the two-stage pricing model of monopoly platform assuming that there are informed consumers in the market,this paper obtains the equilibrium solution under the equilibrium conditions of two different strategies when there are informed consumers in the market.The conclusion shows that when there are informed consumers in the market and the reference price effect is not considered,within the equilibrium range,the platform should choose the mode of charging in the first phase and free in the second phase.Outside the equilibrium range,the platform should choose the mode of charging informed consumers in both phases,and at this time,the platform should choose the mode of charging strategic consumers for both phases,and the platform can set higher single purchase price than the PF mode.When considering the reference price effect,the platform should adopt PP mode,under which the platform can always obtain higher profits.And the reference price effect can improve consumers’ strategy,which makes consumers more inclined to enter the market in the second phase.Finally,when studying the horizontal reference price effect,it is assumed that there are two video platforms with quality differences in the market.By analyzing the model,the results show that when the influence of the reference price effect is not considered,the vulnerable platform L should choose the charging strategy and platform H for symmetrical price competition strategy.When considering the influence of reference price effect,the strategy choice of vulnerable platform L is related to the reference price effect coefficient and the quality difference between the two platforms.Moreover,in the equilibrium strategy of advertisers,the cross network externality coefficient between consumers and advertisers will also affect the equilibrium of duopoly competition model.