短视频平台型企业商业化转型的商业模式创新——以快手为例

近年来短视频市场规模增速趋缓,短视频平台型企业的战略重点开始从用户增长转为盈利增长。因此,平台企业亟需进行商业模式创新,助力短视频平台企业商业化加速。本文基于价值共创理论,关注用户及合作伙伴的价值创造能力,将商业模式创新链解构为价值主张、价值共创、价值传递、价值获取四大模块,进而分解为9个指标。并以快手为研究案例,通过实证资料编码分析其创新举措。研究揭示了短视频平台型企业商业模式创新的内外驱动因素,绘制出创新路径图,指出要素关系网络和革新方向,为短视频平台型企业的商业化转型提供以下的参考:企业应坚持核心价值主张,构建用户、合作伙伴、企业三者协同的价值共创体系,以加强用户互动和连接为推手,实现多样化的盈利获取。

Business Model Innovation of Commercial Transformation of Short Video Platform Enterprises

In recent years,the growth rate of short video market has slowed down,and the strategic focus of short video platform enterprises has begun to shift from user growth to profit growth.Therefore,platform enterprises need to innovate business models to accelerate commercialization.Based on the theory of value creation,this paper focuses on the value creation ability of users and partners,deconstructs the business model innovation chain into four modules,namely,value proposition,value creation,value transfer and value acquisition,and then decomposes it into 9 indicators.Taking KuaiShou as a case study,the innovation measures under each index are analyzed and summarized by encoding data.The research determines the internal and external driving factors of business model innovation of short video enterprises,draws the innovation path map and reveals the relationship of its elements and the direction of innovation.The research results provide some suggestions for short video platform enterprises:they should hold their core value proposition,build a value co-creation system of users,partners and enterprises,and achieve diversified profit acquisition by strengthening the connection and interaction with users.