文本描述
摘要
伴随着互联网技术应用的普及,传统的商业模式在这种全新的技术激发下,
迸发出了难以想象的创新动力,商业模式创新也日渐成为了企业在多变的市场环
境获得持续性利润的源泉。在众多基于互联网技术的商业模式中,短视频平台企
业的商业模式最具有颠覆式创新。企业借助互联网技术革新其商业模式,实现企
业的跨越式发展,但是随着竞争者的涌入,市场趋于饱和、行业红利见顶、营收
压力增大,企业的战略重点转变为追求盈利增长,企业亟需对原本的商业模式进
行革新,以期在未来的竞争中取得优势地位。
本文选取典型的短视频平台企业——K公司,借助价值共创理论对关键模块
和要素进行重组,从消费领域侧的价值共创视角出发,研究短视频平台企业的商
业模式创新,分析在企业商业模式的创新动力机制和要素创新。本次研究从四大
模块出发对 K公司商业模式创新进行探讨,即价值主张模块,其包括客户细分
与企业价值定位,价值共创模块,包括催生价值的活动、企业的核心资源和合作
伙伴,价值传递模块,包括获客渠道和营销渠道,价值获取包括成本和收益两个
板块。通过这四个模块对 K公司进行分析,探讨每一模块下的具体创新模式。
研究表明,目前短视频平台企业商业模式创新,是一种由消费领域价值共创主导
的,被消费升级、行业发展、基础技术进步、政府监管这 4个外部因素和商业价
值激发内部竞争、企业战略转型 2个内部因素驱动,遵循四个模块的一种全新的
商业模式创新。用户、合作伙伴、企业都是价值创造的主体,三者在企业的开放
平台实现交流与沟通,并协力创造价值。研究认为,企业应基于与用户和合作伙
伴的开放和平等的机制下,创造一个良性的、循环的、可持续的价值创造模式。
关键词:价值共创,短视频商业平台,商业模式创新,互联网
I
Abstract
With the popularization of the application of Internet technology, the traditional
business model, stimulated by this new technology, has burst out unimaginable
innovation power, and business model innovation has increasingly become the source
of sustainable profits for enterprises in the changing market environment. . Among the
many business models based on Internet technology, the business model of short
video platform companies is the most subversive and innovative. Enterprises use
Internet technology to innovate their business models and achieve leapfrog
development. However, with the influx of competitors, the market tends to be
saturated, industry dividends peak, and revenue pressures increase. The strategic
focus of enterprises has shifted to the pursuit of profitable growth. , enterprises
urgently need to innovate their original business models in order to gain an advantage
in future competition.
This paper selects a typical short video platform company, K Company, and
reorganizes key modules and elements with the help of value co-creation theory.
Innovation power mechanism and element innovation of business model. This
research discusses the business model innovation of K company from four modules,
namely the value proposition module, which includes customer segmentation and
corporate value positioning, and the value co-creation module, which includes
value-generating activities, core resources and partners of the enterprise , the value
transfer module, including customer acquisition channels and marketing channels,
value acquisition includes two sections of cost and benefit. Through these four
modules, K company is analyzed, and the specific innovation mode under each
module is discussed. Research shows that the current business model innovation of
short video platform enterprises is dominated by the co-creation of value in the
consumption field, and is stimulated by four external factors and commercial value of
consumption upgrade, industry development, basic technological progress, and
government regulation. The strategic transformation is driven by 2 internal factors and
II
follows a brand-new business model innovation of four modules. Users, partners, and
enterprises are the main bodies of value creation. The three realize exchange and
communication on the open platform of the enterprise, and work together to create
value. The study believes that enterprises should create a virtuous, circular and
sustainable value creation model based on an open and equal mechanism with users
and partners.
KEYWORDS: Value co-creation,
Short video business platform,
Business model
innovation, The Internet
III
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