Price Discrimination of Film Products and Building of Hierarchical Market under the Background of “Internet Plus”
Zhang Libo;Hu Yan;National Research Center for Cultural Industries, Ocean University of China;
Price Discrimination of film products is theoretically feasible and logically inevitable, and it has been used for a long time in film industry as well. However, there are practical paradoxes in the new environment due to market factors like popularization of Internet environment and Online to Offline(O2O) retailers between hierarchical markets. Compared with high-level markets, low-level markets are lack of conditions for differentiated lower price like cinema infrastructure, and environment for film consumption market, so that the consumption potential for market has not been motivated yet. Therefore, it is quite important to pay close attention to how to expand the market by clearer gradient pricing structures and Internet platform.