Pricing Strategy Research of Chinese Video Website Platform in Internet Era

DOI

10.2991/assehr.k.211209.263How to use a DOI?

Keywords

Internet Era; Pricing strategy; Chinese video website; Marketing

Abstract

The network video platform has gradually occupied a large share in the field of television media. However, as a hot field in the Internet era, academic research on online video platforms is relatively scarce. Based on the characteristics of online video platforms, this paper studies the pricing strategies of iQIYI and Tencent Video. The profit model of the online video platforms is mature. It has developed from advertising profit in the initial stage to content profit at present, and various profit models coexist. The main analysis methods used in this paper are literature analysis method, case study and comparative analysis, finally concluded the development status and trend analysis of Chinese video website industry and current situation of pricing strategy of Chinese video website, discussing the problems of the pricing strategy and the optimization of pricing strategy for Chinese video websites. This paper creatively considers the pricing strategy of the online video platforms, obtains some reference conclusions for the actual operation decisions of platform enterprises, and provides a reference for the research of the online video platform field.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yiran Wang
PY  - 2021
DA  - 2021/12/15
TI  - Pricing Strategy Research of Chinese Video Website Platform in Internet Era
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1622
EP  - 1628
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.263
DO  - 10.2991/assehr.k.211209.263
ID  - Wang2021
ER  -