互联网短视频商业模式如何实现价值创造?——抖音和快手的双案例研究

How does the Internet Short Video Business Model Realize Value Creation? A Comparative Case Study of Douyin and Kuaishou

本文旨在回答"互联网短视频商业模式如何实现价值创造?"这一科学问题。具体而言,本文从商业模式要素架构的研究视角出发,基于网络效应理论,遵循"价值主张→价值创造→价值捕获"的商业模式维度划分及逻辑关系,通过抖音和快手的双案例研究,刻画出互联网短视频商业模式的理论架构,并探索其价值创造的实现机理。研究表明:互联网短视频商业模式的关键构成要素包括内容、流量、运营和变现,根据构成要素的内涵特征及其所属商业模式的维度和关系,不同构成要素组合为"内容为王"型、"社交至上"型和"双轮驱动"型三类互联网短视频商业模式,它们实现价值创造的路径分别反映了跨边网络效应、同边网络效应和双边网络效应的理论支撑,并且"双轮驱动"型商业模式实现了"内容为王"型商业模式与"社交至上"型商业模式的有机结合,是互联网短视频平台获取持续竞争优势的关键所在。本文增进了学界对互联网短视频商业模式及其价值创造机理的认识,也给实践领域带来了有益的启示。

The Internet short video is booming in recently years,but its business model architecture and corresponding mechanism of value creation remain obscure.This study aims at answering the question of"how does the Internet short video business model realize value creation".Specifically,based on the perspective of factors’architecture and the theoretical foundation of network effects,and following the business model’s logic among the dimensions of value proposition,value creation and value capture,this study compares Douyin and Kuaishou to investigate the theoretical architecture of the Internet short video business model and analyzes its mechanism of value creation.The findings suggest that the Internet short video business model consists of four key factors,namely,content,flow,operation,and monetization.Content belongs to value proposition dimension,including media oriented content and social oriented content;flow and operation belong to value creation dimension,flow including public flow and private flow,and operation including centralized operation and decentralized operation;monetization belongs to value capture dimension,including deal-promoting monetization and emotion-tied monetization.According to the logic among the business model’s dimensions,these factors are integrated as three theoretical architectures,which are labelled as"contentdominant business model","socialization-dominant business model"and"two-wheel driving business model".These three kinds of Internet short video business model are respectively supported by crossside network effect,same-side network effect and two-side network effect in the mechanism of value creation.Furthermore,"two-wheel driving business model"reaches the organic combination between"content-dominant business model"and"socialization-dominant business model",which is more crucial for Internet short video platforms to gain sustainable competitive advantages.Compared with the extant literature,this study makes three main contributions:First,it supplements the research on the Internet short video business model by depicting its key factors and theoretical architectures.Second,it enriches the research on the architecture drivers of business model value creation by adopting the paradigm of"factor-architecture-value".Third,it strengthens the research on the mechanism of value creation for the platform business model under network effects by combining the concepts of strategy management and economics such as positioning,resource,capability and rent.Overall,this study not only opens the"black box"of value creation in the Internet short video business model,but also sheds light on the business model innovation of Internet short video both theoretically and practically.