The introduction of Multi-Channel Network(MCN)in short video platform has promoted the ecological diversification of the platform.The value creation system of the platform is increasingly complex,posing challenges for the platform management.In this paper,the bilateral market pricing model is expanded into a multilateral market pricing model.The pricing strategy,platform scale and maximum revenue of the short-video platform when MCN institutions are introduced and the first-party complementary resource strategy is adopted are discussed respectively.The influence of external factors such as the scale of potential market participants,differentiation parameters,cross-network externalities and platform unit management costs on platform pricing,scale and revenue is also revealed.The findings provide useful enlightenment for the pricing problem after the introduction of MCN institutions in short video industry.
关键词
短视频平台/多渠道网络/定价/交叉网络外部效应/互补资源
Key words
short video platform/Multi-Channel Network/pricing/cross-network externality/complementary resource
维普
万方数据