Research On The Pricing Strategy Of Video Platforms Of UGC Based On The Two-sided Market

Modern society has gradually changed from the era of industrial economy to the era of mobile Internet relying on information and communication technology.With the popularity of computers and mobile phones,watching online video has gradually become an important way of entertainment in people’s lives.The video platform has developed rapidly in recent years,with a large number of users and payers,but it is in a growth dilemma in revenue and profit.With the increase of UGC content contributed by users of long video platform,UGC content of long video platform is gradually loved by users.A large number of high-quality UGC videos can attract users and increase their stickiness to the platform.Therefore,this thesis hopes to explore the pricing strategy of the platform’s continuous profitability through the research on the UGC content of the long video platform,and provide a feasible mode of operation and management for the platform.Through the collation and analysis of the previous video platform research,based on the two-sided market theory,combined with the market characteristics of the long video platform UGC,this thesis analyzes the relationship between the platform,users and advertisers,constructs the optimal pricing of the video platform under the monopoly market,establishes parameter symbols and reasonable assumptions,and uses mathematical modeling to obtain the optimal pricing,the scale of users and advertisers and platform profit,and further studies the optimal investment level and pricing of the video platform in the case of UGC investment.Next,the pricing of video platforms in a competitive environment is studied.In the past,the research on mathematical modeling of video platforms mostly used duopoly to analyze the competition situation.Therefore,this thesis also simulates the competitive environment of video platforms by constructing a duopoly competition platform.Based on the Hotelling model,the model is constructed and solved by combining the characteristics of the UGC mode of the video platform.The optimal pricing,market share and profit of the platform with higher UGC video quality and lower video quality are obtained.The investment strategy of the platform is considered,and the influence of factors such as the investment level of the platform of UGC on pricing,user and advertiser scale and profit is analyzed.Finally,this thesis analyzes the operation strategy of video platform You Tube and Bilibili,and provides suggestions for the development of domestic long video platform UGC.Finally,the following conclusions are obtained.In the monopoly market,with the increase of the sensitivity coefficient of users and advertisers to UGC video quality,the higher the membership price of the former,the lower the advertising price;and the higher the membership price of the latter,the higher the advertising price.In addition,the scale of users and advertisers and the profits of platform will also increase.Therefore,the platform should adopt appropriate pricing strategy,create an atmosphere of knowledge contribution,rationally design UGC video sections,vigorously cooperate with advertisers,and promote the development of UGC content in video platforms.In the competitive market,UGC video quality is used to divide the platform.The user scale and advertiser scale of the dominant platform will increase with the increase of the video quality difference between the platforms,while the situation of inferior platform will be the opposite.In addition,the dominant platform will increase the membership price and reduce the advertising price,and the disadvantage platform will increase the advertising price and reduce the membership price.Therefore,the platform can adopt an investment strategy according to the overall quality difference of its UGC content to reduce the difference with other platforms and narrow the gap between platforms.At the same time,according to the platform’s own strength to take appropriate pricing strategy.