Research On The Pricing Strategy Of Music Streaming Media Platform Based On Bilateral Market Theory

In the era of digital economy,the network music resources are increasingly rich.Especially under the influence of the COVID-19 epidemic,the offline music industry has been greatly impacted,and listening to music content online has gradually become an indispensable way of entertainment and leisure in the public’s daily life.In recent years,the user scale of China’s music streaming media industry has gradually expanded,becoming the second largest online entertainment industry except for the video playback platform.Despite the booming development of music streaming platforms,most of them are still facing operating losses.Music streaming platforms have typical bilateral market characteristics.As a platform connecting bilateral users,how should music streaming platforms develop pricing strategies to maximize profits? What are the main factors affecting the pricing of music streaming platforms? How should the domestic music streaming media platform explore the development path and profit model? The above problems need to be explored and solved urgently.Therefore,the research of the pricing strategy of bilateral users of music streaming media platform has rich theoretical and practical significance.This thesis builds two bilateral markets focusing on consumers and advertisers and focusing on consumers and music content providers.Based on consumers paying to the platform,the subscription business pricing model and digital album purchase business pricing model are constructed respectively,and the pricing strategy of music streaming media platform under different user ownership structure is studied.The research results show that the pricing of music streaming platforms to consumers,advertisers and music content providers is all affected by consumer preferences,cross-network externalities and platform differences,and the pricing of consumers and music content providers who buy music digital albums is also affected by the platform matching rate.In conclusion,through the research of music streaming media platform pricing strategy,the thesis finally puts forward suggestions on the future development of the platform.Music streaming media platforms should be committed to improving the level of differentiation,ensuring the quality of music content and platform service level,improving the interest of advertising,so as to increase consumer stickiness and further expand the user scale.At the same time,the platform should enrich the music resources,make consumers have a higher probability of searching for the target digital albums,further develop the digital album business,expand the revenue channels of the music streaming media industry,so as to promote the development of the online music industry.