中国小程序行业发展的SCP范式和盈利模式分析

An Analysis of the SCP paradigm and profit model of China’s Mini Program Industry Development

运用产业组织理论SCP范式分析法,研究了中国小程序行业的市场结构、市场行为和市场绩效,发现小程序行业中不同类型的主体进入门槛不同,并存在定价行为、推广策略和产品定位差异化等竞争手段,小程序市场绩效良好且商业价值高。文章进一步对小程序上、中、下游产业链进行分析,发现小程序上、中、下游产业链的紧密联系以及小程序平台的技术支持与中介平台属性,并且详细剖析了围绕小程序平台的独特的商业盈利模式,以期为其他产业发展与模式创新提供参考。小程序市场结构独特且发展潜力巨大,将会重构App市场,在由小程序产业链的各个主体和环节构成小程序生态中,盈利模式多样,拓展了多方主体的盈利渠道,各主体能在这个巨大的生态网络中实现互利共赢。因此,需要正视小程序与其他媒介形态的共存发展关系,行业内主体需要根据动态环境对商业模式迅速做出调试,并且应当进一步完善行业内相应的监督管理办法和配套治理措施。

This paper uses the SCP paradigm analysis method of industrial organization theory to analyze the market structure,market behavior,and market performance of China’s mini program industry.The result shows that different types of subjects in the mini program industry have different entry thresholds,and there are competitive means such as pricing behavior,promotion strategy,and product positioning differentiation.The mini program market has good performance and high commercial value.This paper further analyzes the upstream,midstream,and downstream industrial chains of the mini program,and finds that the upstream,midstream and downstream industrial chains of the applet are closely linked,the main battlefield of competition in the midstream industry,and the technical support and intermediary platform attributes of the mini program platform.This paper also analyzes the unique business profit model around the mini program platform in detail,and summarizes its various profit channels,in order to provide a reference for other industrial development and model innovation.Finally,the research conclusions and suggestions are drawn:the mini program market structure is unique and the development potential is huge,and the App market will be reconstructed.In the mini program ecology composed of various participants and links of the mini program industry chain,the profit model is diverse,and the profit channels of multiple subjects are expanded.Each subject can achieve mutual benefit and win-win in this huge ecological network.Therefore,it is necessary to face up to the coexistence and development relationship between mini programs and other media forms.The main participants of the industry need to quickly debug the business model according to the dynamic environment,and should further improve the corresponding supervision methods and supporting governance measures in the industry.