基于社群经济的自媒体商业模式创新——“罗辑思维”案例

Business Model Innovation of We Media Based on Community Economy——A Case Study of “Luo Ji Thought”

2012年开始,自媒体行业在中国快速崛起,其商业模式呈现出百花齐放的景象。本文基于社群经济理论分析了互联网自媒体兴起的背后逻辑,并选取"罗辑思维"作为案例,建立冰山动态反馈模型研究了其三次商业模式迭代,旨在揭示"罗辑思维"取得巨大商业成功的关键要素,为自媒体行业的商业创新变革提供管理启示。研究表明:内外部环境是企业商业模式变革的隐性知识以及内推动力;未来商业社会的核心动力在于社群,社群经济逐渐成为趋势;企业家的个人魅力在早期起关键性作用,后期则依赖于组织管理和商业社群的成熟。

Since 2012, the We media industry rises rapidly in China and its business models show a flourishing scene. Based on the the- ory of community economy, this paper analyzes the logic of We media rising, and selects ＂LuoJi Thought＂ as a typical case. The iceberg dynamic feedback model is established to study its three business model innovations in order to reveal the key elements of the great com- mercial success and provide management inspiration for the business innovation in the media industry. The research＇ shows that the envi- ronment factor is the tacit knowledge and the driving force of business model innovation; the core of the future business society is the community, and the community economy has gradually become a trend; entrepreneurs＇ personal charisma plays a key role in the early stages, and the latter relies on the organizational management and the maturity of the business community.