Research On Copyright Introduction And Service Pricing Strategy Of Digital Music Platform

In the era of streaming media,digital music is the main field of the music industry and the important content of the cultural industry development.With the continuous development and improvement of Internet technology and industry standards,the scale of digital music platform as the core user of the industry has been expanding.The service quality continues to improve.However,due to the pressure of market competition,high cost of copyright introduction and low revenue of content service,digital music platform has been facing the development bottleneck of profit loss,which isn’t conducive to the sustainable development of digital music industry.In order to improve the profitability of digital music platform and maintain the development of the digital music service supply chain,this thesis begin to study two questions from the perspective of digital music platform.One is the copyright cost between the platform and the copyright owner.The other is the service income between the platform and consumers.Using consumer utility,game theory and optimization theory,the game models with the maximum benefit of each actor are constructed respectively.At the same time,it reveals the influence of bargaining power,consumer behavior and other factors on the profitability level and model choice of digital music platform by combining numerical examples.The specific research content is as follows:1.Copyright introduction strategy of competitive digital music platforms considering bargaining power.The service supply chain is composed of copyright owner,digital music platforms and consumers.According to different copyright introduction strategies,a Nash bargaining game model of duopoly competition between digital music platforms and upstream copyright owner is constructed.The copyright introduction strategy,copyright fee,platform service pricing and market demand under different modes have been compared and analyzed.It also reveals the influence rules of new content quality,platform difference and bargaining power on the decisionmaking of service supply chain members.The results show that digital music platforms gain competitive advantage by introducing new music content.As the quality of new content improves,the consumer demand,copyright fee,content service price and profit of digital music platform which introduces new content will increase.As the bargaining power of the digital music platform rises,the equilibrium profits of the platform will increase,while the copyright fee and the profit of copyright owner will fall.2.The pricing strategy of digital music platform service considering strategic consumers.Taking digital music platform as the research object,considering the characteristics of myopic and strategic consumer behavior,a two-stage game model is established.The subgame perfect Nash equilibrium of different modes is obtained by backward induction and the optimal service pricing strategy of digital music platform is compared and analyzed.The research shows that the content service mode and pricing strategy of digital music platform should be diversified,personalized and differentiated.On the basis of providing free,single-stage membership service,the platform should provide successive-stage membership service to consumers.When the mixed model is adopted,the digital music platform obtains the maximum profit.The platform should adopt a skimming pricing strategy when providing single-stage membership service.As the proportion of strategic consumers in the market increases,the platform can reduce the price of successive-stage member service to alleviate consumers’ strategic behaviors and improve profitability.3.Numerical simulation of copyright introduction and service pricing strategy of digital music platform.Numerical examples are given for the copyright introduction strategy and content service pricing strategy of digital music platform respectively.It verifies the relevant conclusions and further reveals the results of influencing factors on the decision-making.The results show that digital music platforms are willing to pay high copyright fee to gain market competitive advantage,while copyright owners are more willing to conduct exclusive copyright transaction with one single digital music platform.Facing strategic consumers,digital music platforms provide successive-stage membership service for consumers,which can effectively alleviate consumers’ strategic behaviors and improve consumers’ payment stickiness to improve platform profit.Scientific and reasonable copyright introduction and content service pricing strategy are important for digital music platform to reduce copyright cost and improve consumer payment efficiency.Considering the characteristics of digital music product and taking digital music platform as the research object.this thesis constructs models,analyzes results and puts forward management implications aiming to improve profitability of digital music platform and help the digital music industry develop steadily.