短视频产业信息服务模式的场景化创新机理及实现路径

Scenario-based Innovation Mechanism and Implementation Path of the Information Service Mode of Short Video Industry

短视频产业所处的环境变化对其现有服务模式造成了强烈冲击,如何充分调动和利用各类平台情境推动其服务模式创新是非常现实和紧迫的问题。为此,文章将场景引入短视频产业中,运用各类情境从服务价值主张、服务价值创造主体和服务价值创造过程出发对短视频产业信息服务模式的演化进行梳理,提炼了基于产品功能、服务效用和场景体验主导的服务模式演进过程;从“服务场景—信息接受期望—平台情境”三者适配的视角出发,构建了短视频信息服务模式场景化创新机理。基于此,以服务价值主张的新颖性、服务价值创造主体的多样性、服务价值创造过程的适配性和服务价值获取的持续性为目标设计了短视频产业信息服务模式创新路径;以快手和抖音为例进行实证,并为短视频信息服务模式创新提供以下启示:场景化是短视频产业信息服务模式创新的有效方式,把握短视频产业“特定时空+平台情境+价值共创+情感体验”的适配化创新方向,在跨界混搭的过程中形成价值共创和价值共赢的社会化信息服务生态系统,通过场景化服务实现其可持续发展。

The environmental changes in the short video industry have had a strong impact on its existing service mode.How to fully mobilize and use various platform scenarios to promote its service mode innovation is a very realistic and urgent issue.For this purpose,the article introduces scenarios into the short video industry,and uses various scenarios to sort out the evolution of the information service mode of short video industry from the service value proposition,service value creation subject and service value creation process,and refines the evolution of information service modes based on product functions and services,constructs a scenario-based innovation mechanism for the short video information service mode from the perspective of the adaptation of"service scenario-information acceptance expectation-platform context".Based on this,this article designs the innovation path of the information service mode of short video industry with the goals of the novelty of service value proposition,the diversity of service value creation subjects,the adaptability of the service value creation process and the continuity of service value acquisition.Then,it takes Kuaishou and Douyin as examples to demonstrate,and provides the following inspiration for the innovation of short video information service mode:scenarioization is an effective way to innovate the short video industry information service mode,we should grasp the adapted innovation direction of"specific time and space+platform context+value co-creation+emotional experience"in the short video industry,form a social information service ecosystem of value co-creation and value win-win in the process of cross-border mashup,and realize its sustainable development through scenario-based services.