A Research On The Exclusive Content Provision Strategies Of The Content Platform

At present,different content platforms meet the needs of consumers in the market for different kinds of content products.The exclusive content of the content platform is an important means for the platform to attract more users and maintain stable development.Due to the importance of exclusive content,platforms need appropriate exclusive content provision strategies to attract users,expand their user base and make more profits.The decision about content diversity,i.e.how many kinds of exclusive content to provide,is an important and thorny issue for content platform managers.In reality,content platform managers hope to meet the differentiated needs of users and improve market share by providing diversified content.However,when and how much differentiated content to provide have not been well answered by academia and the industry.This thesis aims to find the optimal exclusive content provision strategy of content platforms,including content diversity strategy and pricing strategy.Content platforms face a trade-off between satisfying consumers’ diverse demands and preventing distraction cost generated by brand dilution when deciding the range of exclusive content to provide.This thesis establishes a Salop’s Circle Model considering consumers’ benefit and distraction cost from content diversity.The results show that in the case of incomplete market coverage and complete market coverage,the content diversity strategy and pricing strategy are completely different.When the market is not fully covered,if consumers’ preference degree of diversity is lower than a threshold,the content platform will adopt a content simplification strategy.Meanwhile,the subscription price will keep low and stable.If consumers’ preference degree of diversity is higher than the threshold,the content platform will adopt a content diversification strategy,Meanwhile,the subscription price will also rise.However,when the market is fully covered,the content platform will adopt a content tightening strategy,but the subscription price will keep high and stable.In this case,low content diversity is better for the platform.Then,this thesis extends research according to the different profit models of the platform.In theory,this thesis simultaneously studies the optimal content diversity strategy and pricing(or advertising)strategy of content platforms,thus complementing and developing the theoretical research on content provision strategy of content platforms,and extending the "long tail theory" in the field of information content products.In practice,the results of this research have important guidance for content investment and content provision strategies of content platforms in various industries at different stages of development.