Study on Pricing and Service Strategy of We-media Platform Based on Two-sided Market Theory

DOI

10.2991/assehr.k.211209.143How to use a DOI?

Keywords

We-media platform; Two-sided market; Characteristic; Pricing strategy; Service strategy

Abstract

This paper analyzes market characteristics and the advertising pricing and service investment strategies for we-media platforms. The results show that, the market size of the content providers and the cross-side externality influence the optimal price, which is difference in tradition media platform. The optimal price and service strategy depend on the price and demand elasticity of user, audience and advertiser. Designing differentiated content productions and improving service level based on the network externality effects are the key points for the platform operation.

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  - Huakun Yan
PY  - 2021
DA  - 2021/12/15
TI  - Study on Pricing and Service Strategy of We-media Platform Based on Two-sided Market Theory
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 880
EP  - 885
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.143
DO  - 10.2991/assehr.k.211209.143
ID  - Yan2021
ER  -