Research Of Revenue Sharing And Coopetition Game Analysis On The Emerging Video Industry Based On Two-Side Market Theory

We analyze the revenue sharing and coopetition game issues between platforms and content providers and coopetition game issues between two platforms of the emerging video services through developing three models based on two-side market theory, the game theory and coopetition theory. We also test the conclusion of model through carrying out the data simulation according to the actual business operation data of China. Reletive policies for promoting the development of the emerging video industry, business development proposals and coopetition strategies for platforms and content providers are proposed in the last part of the article.We organize our paper in the following way.The first part is the introduction and literature review, including chapterâ… andâ…¡. Chapterâ… introduces background, significance of the topic, main contents, structure and innovations of the research. Chapterâ…¡focuses on literature review of two-side market including pricing, platform competition, the welfare analysis and empirical research and of coopetition theory including reasons, game analysis, Strategy, interaction and evolution and strategies of marketing.The second part is Chapterâ…¢, studying the overall development of the emerging video services. We put forward the concept and features of the emerging video services including IPTV, mobile Television and Network Television, analyze its industry chain, study its development situation home and abroad and business model and finally summarize its problems in development.We developed three models in the third part, which is the core of the paper, including Chapters IV, V and VI. In chapters IV, we establish a tow-stage price game model based on the two-sided markets theory and the game theory, discussing coopetition game issues between monopoly platform platform and content provider and made Equilibrium analysis under monopoly platform optimum and social optimum and conclude 10 Propositions and 6 coopetition strategies.We proved that the marginal utility of the contents for consumers and the contribution margin of the platform users for the advertisement revenues together determine revenue sharing rate of information fee, pricing of information, pricing of broadband access, profits of Platform and content provider and social welfare of equilibrium. We also test the conclusion of model through carrying out the data simulation according to the actual business operation data of China.In chapters V, we develop a revenue sharing model between platform and content provider based on the theory of two-side market, discussing revenue distribution under the situation of government regulation and non-regulation. Our study focus on how revenue sharing rate of information fee and advertisement fee effect the profits of platform and content provider and social welfare of equilibrium and draw 6 Propositions and 4 conclusions. We also test the conclusion of model through carrying out the data simulation.In chapters VI, we establish a tow-stage coopetition game model between duopoly platforms based on two-sided markets theory and the game theory, analyzing equilibrium scale, equilibrium pricing and equilibrium profit of duopoly platforms, discussing coopetition strategies of leader platform and follower platform, focusing on second move advantage and coopetition strategies and conclude 6 Propositions and 4 conclusions. The fourth part is conclusions and proposals, including Chaptersâ…¦andâ…§. Chapterâ…¦draws 16 policy proposals for promoting development of emerging video services industry and 5 business development proposals and coopetition strategies for the service operation. Chapterâ…§summarizes the propositions and conclusions of this paper, and points out the future of our research.