Research On The Competition Strategy Of Network Video Enterprises

In recent years,online video has become a popular application in the Internet field,and the market size of online video has grown rapidly.However,there still exist a series of problems in our country's online video industry,such as inadequate development,extensive development model,single business model,and the deficit problems of most video websites.Therefore,the research on the competitive strategies of online video companies plays a crucial role in the exploration of profit models of these video websites and the healthy development of the online video industry.The thesis firstly defines the scope of the research object by referring to the concept and characteristics of online video.Secondly,based on the analysis of the development status and market structure of the online video industry,the competitive environment of video companies is identified.Thirdly,by extending the Hotelling model,the relevance and mechanism of corporate profits and corporate competitive behavior have been studied under the two different strategies of video content outsourcing and home-made video,and the allocation between video website resources in outsourcing and self-made strategies,which means the decision mechanism for content source channel selection,has also been explored.The main inferences of the model are as follows:First,under the strategy of content outsourcing,the impact of the video site's vertical differentiation(video content quality)and horizontal differentiation(picture quality,user experience)behavior on profits depends on the outsourcing cost and video content to consumers.Bring the degree of increase in utility.Second,under the content self-control strategy,the profit of the video website and the amount of self-control of the content are negatively correlated with the size of the externality generated by the consumer,while the price is determined by the level of horizontal differentiation.Thirdly,the difference between the profit under the content self-control strategy and that of content outsourcing strategy,and the purchased content and the externality of the consumer is negatively correlated.Fourthly,when the outsourcing cost of the video content increases,the video website will choose content-based strategies for the upstream of the industry chain.Finally,according to the case analysis and market performance analysis,the conclusions of the model are demonstrated and relevant suggestions will be made for the development of the online video industry.