基于SCP范式的中国短视频新媒体产业组织分析

An Analysis of the Short Video New Media Industry Organization Based on the SCP Paradigm

随着移动互联时代的到来,短视频新媒体产业获得了快速发展。当前,我国短视频新媒体产业呈现寡头垄断与竞争并存的格局,短视频平台企业积极布局差异化战略,探索多元的盈利模式,从内容、技术、融资、产业链拓展等方面提升竞争实力。然而,短视频新媒体产业也存在一些影响其发展的重要问题。文章基于产业组织理论SCP范式的视角,分析了中国短视频新媒体产业的市场结构、市场行为和市场绩效,并提出了短视频新媒体产业组织优化的策略,即通过实施差异化定位和完善内容布局来优化市场结构;通过建设生态化平台和探索盈利模式来规范市场行为;通过提高资源配置效率和推动科技创新来提高市场绩效。

With the advent of the mobile Internet era, the short video industry has achieved rapid development. At present, China’s short video industry presents patterns of oligopoly and competition coexisting. Short video platform companies actively deploy differentiated strategies, explore diversified profit models, and enhance their competitiveness from content, technology, financing, and industrial chain expansion. However, the short video industry also has some important issues that affect its development. Based on the perspective of SCP paradigm of industrial organization theory,this article analyzes the market structure, market behavior and market performance of China’s short video new media industry, and puts forward the organization optimization strategy of China’s short video new media industry, namely,optimizing the market structure by implementing differentiated positioning and improving content layout;establishing ecological platforms and exploring profit models to regulate market behavior;improving market performance by improving resource allocation efficiency and promoting technological innovation;promoting the development of short video industry through government regulation and policy support.