Research Of Pricing Model Of Online Video Service Platform Based On Two-sided Markets

Since 2004,the online video industry has developed rapidly.With the advantages of the Internet and the large population base in China,the industry has achieved record highs.With Baidu's investment in iQiyi,Tencent launched Tencent video,Alibaba acquired Youku Tudou,and the competition among major Internet giants is also increasingly fierce.However,although the industry is booming,all major video platforms are at a loss.In this respect,due to the rising copyright fees for film and television sources,video platforms face high content costs.On the other hand,the video platform has a single source of profit.Over the years,it relies mainly on commercial advertising revenue to maintain platform operations.Although the user's payment habits have gradually developed in the past two years,the user's paid income has increased significantly,if the video platforms want to reverse the loss and achieve profitability,there is still a long way to go.From the perspective of income composition and corporate profit,major online video platforms need to explore reasonable business models and effective profit-making methods.How the video platform scientifically pricing has become a problem that platform companies must solve.This paper analyzes the profit model of online video platform,and focus on the formation and development of two profit models based on commercial advertising and user payment.At present,there are two ways for online video platforms to charge consumers.One is to collect VIP-membership fees in the VIP-member business,and the other is to collect transaction fees in the single-chip payment service.From this perspective,this paper divides the complex network video platform market into two two-sided markets with completely different business models.One is the VIP-member business market consisting of advertisers,users and video platforms,and the other one is the single-chip payment services market consisting of content providers,users and video platforms.Based on the characteristics of video services,this paper constructs the pricing models of the two services under competitive conditions,and analyzes the factors that influence the pricing according to the model results.On this basis,this paper expands the single-chip payment service model and constructs two pricing models when users are multi-attribute.Through comparative analysis,some conclusions with reference significance are obtained.After that,this paper selects a representative network video platform,iQiyi,to carry out a brief analysis.Combined with iQiyi's current charging model,pricing strategy and development strategy,this paper analyzes and proves the important aspects of the model conclusions.Based on the theoretical model and case analysis,this paper gives some suggestions for the future development of China's network video platforms.The online video platforms should increase the content self-control,build a content ecological matrix,emphasize the VIP members' rights and interests to increase the user's paid income.At the same time,video platforms should create differentiated content and products,enhance the user experience,improve user stickiness,and strengthen brand advantages in the competition.These suggestions can provide a reference for the future development of online video platforms.the development of intelligent automobile technology and the support of the Ministry of Education on students' practice activities,the scale of various kinds of smart car competition for students has been gradually expanded.