Study on Pricing and Service Strategy of We-media Platform Based on Two-sided Market Theory
Authors
Huakun Yan
Sino-US Global Logistics Institute, Antai College of Economics & Management, Shanghai Jiaotong University, Shanghai 20000, China; Fujian All-Trans Logistics CO.,LTD., Fuzhou 350000, China
Corresponding author. Email: yanhuakun8686@163.com
Corresponding Author
Huakun Yan
Available Online 15 December 2021.
- 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.
Cite this article
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 -