1 移动端短视频平台盈利模式研究 ——以K短视频平台为例 摘 要 随着移动设备与互联网技术的升级，近两年来，移动端短视频平 台快速发展。K短视频平台经过了近十年的历程，目前已经成为拥有每 日活跃用户量3亿的全民记录平台，占据国内短视频行业头部地位。 在互联网行业瞬息万变的市场洪流中抓住用户基础，进行有效的商业 转化，对盈利模式不断优化升级，形成持续而稳健的发展，是广大短 视频平台长期以来追求的目标。 移动端短视频行业是新兴行业，以管理学视角对其商业模式的研 究并不成熟。本次研究以管理学相关理论为理论框架，在国内外相关 研究综述基础上，选取K短视频平台为案例，运用PEST和SWOT分析 法，以奥斯瓦尔德的商业画布为理论框架，分析该短视频平台盈利模 式的合理性与不足，并从运营、成本收入和战略布局三个方向提出优 化建议。总体上要建立一个连贯、有效的商业化模式，形成智能化运 营为主、人工运营为辅的运营模式。具体而言，在内容运营方面，把 握时事动向，借助不同节点与契机开展有特色的活动。同时加强内部 孵化，走社交加电商双元发展之路，夯实盈利基础。收入成本方面要 持续优化营收结构，探索多样性商业转化方式，同时完善内部合规监 察制度，强化成本控制。在战略方向上要紧跟市场领导者，把握产业 互联网转型节点，优化需求创造路径，探索实体产业线上线下融合新 可能性，从而实现弯道超越，占据市场龙头地位。 通过研究K短视频平台的盈利模式，总结归纳出发展过程中的优 势与劣势，不仅有利于企业自身经济管理行为的科学化、有序化，也 为移动端短视频行业乃至互联网行业盈利模式的优化提供参考价值。 关键词：移动端短视频；商业模式；盈利模式 中国政法大学硕士学位论文 移动端短视频平台盈利模式研究——以K短视频平台为例 2 RESEARCH ON PROFIT MODEL OF MOBILE SHORT VIDEO PLATFORM ——TAKE KWAI AS AN EXAMPLE ABSTRACT With the upgrading of mobile devices and the Internet technology, in the past two years, the mobile short video platform had rapidly developed. After nearly 10 years, KWAI has 300 million daily active users, with head position. In the rapidly changing market of the Internet industry, it is the long-term goal of short video platforms to firmly grasp the user base, carry out effective business transformation, continuously optimize and upgrade the profit model, and thus form a sustained and steady development. Mobile short video industry is the emerging industry, which its business model in the view of the management research is not mature. On the basis of the related research both at home and abroad, management related theory as theoretical framework, this study selected KWAI as a case, using PEST, SWOT, Oswald business canvas to analysis the rationality and shortage of the profit model. Then layout optimization suggestions from operation, cost, income and strategic. On the whole, to build a coherent and effective commercial mode, forming the operation mode of the intelligent operations supplemented, artificial operation. Specifically, in terms of content operation, grasp the current trend, with the help of different nodes and the opportunity to develop distinctive activities. At the same time ABSTRACT 3 strengthen internal incubation, go social, electric dual development way, ramming profit basis. Optimize the structure of revenue, explore the diversity of business transformation, improve the system of internal compliance monitoring, strengthening the cost control. Keep up with the market leader, to grasp the industry transformation of Internet node, create path optimization requirements, explore new possibilities online entity industry integration. By studying the profit model of KWAI and summarizing the advantages and disadvantages in the development process, it is not only conducive to the scientific and orderly economic management behavior of the enterprise itself, but also provides reference value for the optimization of profit model in the mobile short video industry and the Internet industry. KEY WORDS: mobile short video; business model; profit model 目录 1 目录 摘要 ................................................................................................................................... 1 ABSTRACT ...................................................................................................................... 2 目录 ................................................................................................................................... 1 图表目录 ........................................................................................................................... 3 第一章 绪论 ..................................................................................................................... 1 一、选题背景和研究意义......................................................................................... 1 （一）选题背景 ............................................................................................... 1 （二）研究意义 ............................................................................................... 1 二、国内外研究现状................................................................................................. 2 （一）国外研究综述 ....................................................................................... 2 （二）国内研究综述 ....................................................................................... 3 三、论文研究内容..................................................................................................... 4 （一）研究内容与方法 ................................................................................... 4 （二）预期成果与创新点 ............................................................................... 5 （三）研究思路与框架 ................................................................................... 6 第二章 盈利模式的基本理论 ......................................................................................... 7 一、盈利模式的产生与发展..................................................................................... 7 二、盈利模式的构成要素......................................................................................... 7 （一）盈利来源 ............................................................................................... 7 （二）盈利点 ................................................................................................... 7 （三）盈利渠道 ............................................................................................... 8 第三章 K短视频平台的背景分析 ................................................................................. 9 一、K短视频平台的基本情况 ................................................................................. 9 二、短视频行业的宏观环境..................................................................................... 9 （一）政治法律环境 ....................................................................................... 9 （二）经济环境.................................... ......................................................... 10 （三）社会文化环境 ..................................................................................... 10 （四）技术环境 ............................................................................................. 10 三、K短视频平台现状及问题 ............................................................................... 11 （一）现状 ..................................................................................................... 11 （二）主要问题 ............................................................................................. 16 四、个案研究K短视频平台盈利模式的价值 ...................................................... 18 中国政法大学硕士学位论文 移动端短视频平台盈利模式研究——以K短视频平台为例 2 第四章 K短视频平台盈利模式的诸要素分析 ........................................................... 19 一、基于商业画布框架的商业化业务................................................................... 19 （一）战略层面 ............................................................................................. 20 （二）价值主张 ............................................................................................. 22 （三）合作关系层面 ...............................