场景如何赋能短视频立体化价值创造？——快手案例研究

为有效回答“场景如何赋能短视频商业模式价值创造？”这一科学问题。以快手短视频为例，从“产品功能—服务效用—场景体验”3类价值主导逻辑演变出发，采用扎根理论与案例研究相结合的研究方法，发掘和提炼场景基于价值主导逻辑演变赋能短视频商业模式价值创造机理和路径。结果表明：①首先，在产品功能价值主导逻辑下，商家、用户和平台建立着“货—人—场”的运营模式，借助“商家+小视频+发现+原生广告”的公域流量变现方式实施着“人找货”的商业模式，通过场景化情境的标准化配置，满足着“千人一面”的“因货”消费需求。②其次，在服务效用价值主导逻辑下，商家、用户和平台建立着“人—货—场”的运营模式，借助“消费者+关注+同城+电商引流”的私域流量变现方式实施着“货找人”的商业模式，通过场景化情境的个性化配置，满足着“一人千面”的“因人”消费习惯。③再次，在场景体验价值主导逻辑下，商家、用户和平台建立着“场—人—货”的运营模式，借助“平台+直播+推荐+带货和知识付费”的混合流量变现方式实施着“场找人”的商业模式，通过场景化情境的双路径配置，满足着“千人千面”的“因场”消费偏好。最后，场景基于价值主导逻辑演变，以“东方甑选”入驻快手为例，通过上述3种流量变现方式实现“适时—适地—适人—适感”的生态化赋能商业模式价值创造的目标。

How Can the Scene Empower the Three-dimensional Value Creation of Short Videos: Case Study of Kuaishou

In order to effectively answer the scientific problem "how does the scenario empower short video business model value creation ?" . Taking KuaiShou as an example, starting from the evolution of three types of value dominant logic of "Product function-Service utility-Scenario experience", the research method of combining grounded theory and case study is adopted to explore and refine the mechanism and path of value creation of short video business model enabled by the evolution of value dominant logic. The results show that:①Firstly, under the guidance of product functions, merchants, users and platforms establish a "Goods-People-Scene" relationship, realize "people found goods" through the flow realization mode of "merchants+small video+discovery+native advertising", and meet the "goods" consumption demand of "one thousand people and one side" through scenario contextual standard configuration.②Secondly, under the guidance of service utility, businesses, users and platforms establish a "Person-Goods-Scene" relationship, realize "goods found people" through the flow realization mode of "consumers+attention+same city+e-commerce drainage", and meet the "personal" consumption habit of "one person and thousands of faces" through the scenario contextual Personalize configuration. ③Thirdly, under the guidance of the scenario experience value, businesses, users and platforms have established a "Scene-Person- Goods" relationship, realized "Scene finding people" through the flow realization method of "platform+live broadcast+goods and knowledge payment", and satisfied the "scene" consumption preference of "thousands of people and thousands of faces" through the scenario contextual dual path configuration. Finally, take Kuaishou’s "Oriental selection" as an example, through the above three flow realization methods to realize the business innovation goal of "Timely-Appropriate place-Suitable people-Appropriate feeling" .