Research On Pricing Strategy Of X Online Knowledge Payment Platform

In recent years,with the rapid development of Internet platforms,knowledge payment platforms have entered a phase of explosive growth.However,the gathering of numerous knowledge payment platforms in the market within a short period of time has led to an overly competitive situation in the industry,and some platforms have started to suffer from persistent losses and other situations.For example,online knowledge payment platforms such as Ximalaya and Lychee FM were once in a difficult situation due to their single mode of operation and diminishing profit margins.In order to obtain more business profits,online knowledge payment platforms began to gradually explore new profit growth points and deeply explore the value of users.However,the key to whether these online knowledge payment platforms can achieve more profits lies in the formulation of pricing mechanism.Therefore,the author mainly focuses on the pricing mechanism of such platforms for indepth research and discussion.Consumers,content providers and advertisers are closely connected with online knowledge payment platforms.They constitute a relatively complex bilateral market with each other.In this research paper,the author divides such bilateral markets into the following two categories according to the platform’s charging mode for users: First,the bilateral market in which the knowledge payment platform connects advertisers and consumers.The second is the bilateral market in which the knowledge payment platform connects content providers and consumers.Therefore,the author integrates the Hotelling model to construct a research analysis of two pricing models of the platform with respect to the competitive market structure conditions.One is the pricing model in which the platform charges advertisers and consumers a fixed fee under the membership business model;the other is the pricing model in which the platform charges consumers and knowledge providers a transaction fee when consumers need to make ondemand access to knowledge.The author analyzes the most reasonable pricing determined by the bilateral users of the platform through the utility function.From the research results,the pricing mechanism of the platform is closely related to factors such as the degree of differentiation of the platform itself,cross-network externalities among participants,and inter-group network externality.Taking Platform X as a case study,the author conducts an in-depth research and analysis of the company’s pricing strategy,and justifies it through relevant model findings.Finally,suggestions are made for the healthy development of the platform: First,if the platform is in a favorable position in the market competition,then Platform X will raise the price charged to advertisers across the board,increase the share of content creators and charge fees for some users.Second,it will pay great attention to the revenue of advertising and further improve the quality of the original content of advertising,so that the platform’s differentiation will be more obvious,thus making the platform in a favorable position.On this basis,the fees charged to advertisers and users will be increased.Third,pay great attention to the user’s sense of experience,and fully consider the user’s preference and loyalty in the pricing process for content providers and advertisers.Therefore,only when the platform’s content is more clearly differentiated will it be able to gain more pricing initiative.