Research On Influencing Factors Of The Tariff Formation Of Video Websites

With the development of information technology and business model,the video industry has entered a stage of rapid growth.By the end of 2020,the number of active users of online video in China has reached 1.001 billion and the market scale has reached 241.2 billion yuan.At present,video websites show diversified tariff formation modes.However,due to the complexity of the price mechanism caused by the characteristics of digital products,there are still many problems in meeting the personalized needs of users and realizing the normal profits of enterprises.On the basis of summarizing the characteristics of digital products and the tariff formation,this paper analyzes the existing mode,main problems and the efficiency of resource allocation of video website tariff.In order to accurately grasp the main factors affecting the tariff formation of video website,this paper designs a questionnaire with reference to relevant literature.By analyzing the survey results,the research on the tariff formation of video website focuses on the special cost structure,the difference of consumer demand and network externality.Due to the cost structure of high fixed cost and low marginal cost of video websites,the optimal choice of marginal cost pricing is difficult to achieve.Because in the traditional economic theory,the operability in the field of video websites is not strong by giving consumer surplus subsidies to the supplier or making up for the losses caused by marginal cost pricing.The development of two-part tariff to n-part tariff,advertising fee and membership fee and other cross subsidy modes of video websites are feasible ways to approach marginal cost pricing.Ramsey pricing is the second best choice after marginal cost pricing.The personalized characteristics of consumer demand of video websites provide the basis for realizing Ramsey pricing.Ramsey pricing adopted by video websites according to the difference of demand price elasticity can reduce some current welfare losses,while consumers’personalized demand and dispersed willingness to pay can improve the efficiency of resource allocation of video products through reasonable tariff mode by taking the form of bundle pricing.Due to the network externality and bilateral market effect of video websites,the bilateral market scale of video website platform can be affected by adjusting the tariff of video products and the content tariff on the other side.The development of market scale can stimulate the effective exertion of network externality,and then effectively share the fixed cost through the increase of the number of users.The tariff formation of video website needs to comprehensively consider factors such as cost structure,demand personalization and network externality,restrict each other in disguise and promote each other,so as to finally improve the resource allocation efficiency of video products.