The Study On Pricing Strategy Of Online Video Platforms

Since the development of video websites in our country,it has experienced the initial stage featured by copyright disputes and low quality content,and now it has gradually moved towards formalization.But trapped in a single profit model,high content cost and operating expenses,video websites as a whole has fallen into a state of sustained deficit.In order to get rid of the dilemma of relying heavily on a single advertising revenue,as a platform that connects advertisers,consumers and content providers at the same time,video websites begin to seek the new revenue growth point and pursue the layout of the differentiated service system.In order to reduce the reliance of video website operators on advertising revenue,video website operators set up the user payment mode.So how should video website operators formulate the best pricing strategy according to their own service system?This problem needs to be solved urgently.The research on the pricing strategy of video website is based on the theory of bilateral market.Pricing strategies of video websites can be divided into three types:advertising-driven,differentiated-driven and content-driven,according to the characteristics of different stages of service system,.And it is suggested that pricing strategies should be formulated in combination with the effects of advertisers and consumers in order to maximize the profit of operators and increase the marginal profit.Then this paper selects iQiyi as the case study object,and point out the service system of iQiyi belongs to the advertising-driven type actually.Then this paper puts forward some suggestions on how to optimize its pricing strategy.Finally,based on the theoretical analysis and case analysis of the full text,the paper puts forward some suggestions on how to optimize the pricing strategy of iQiyi.It is suggested that China's video website operators should realize the transformation and upgrade to differentiated-driven or content-driven type as soon as possible,improve the user experience through technology-driven methods,and continue to promote the user payment service system of video websites simultaneously.