Video Sites In The Perspective Of Bilateral Market Pricing Strategy Research

As the hottest application on internet, video websites has got few researches.Two-sided markets theory,which is the new progress in industrial organization field, is suitable for the study of the price decision making of video websites.In this thesis, two issues are proposed. Firstly, according to operating model, which kinds of video website can video websites be divided into? And secondly, how the two-sided markets theory tools can be used to make the best price decision making for the operators of different kinds of video websites?Based on the view of two-sided markets theory, video websites can be differentiated into media platform type and trade platform type by the author. The author also expanded the analytical framework of Armstrong(2006), and structure a optimal pricing model under the monopoly condition for the operators of diffrent types of platform. Combined with some case study, the paper has drawed some beneficial conclusions which are expected to provide some consults for the development of video websites industry in china.