场景如何赋能短视频立体化价值创造?——快手案例研究

How Can the Scene Empower the Three-dimensional Value Creation of Short Videos:Case Study of Kuaishou

为有效回答“场景如何赋能短视频立体化价值创造?”这一科学问题。以快手短视频为例,从“产品功能—服务效用—场景体验”三类价值的立体化创造出发,采用案例研究与程序化扎根分析相结合的方法,发掘和提炼场景赋能短视频立体化价值创造的机理和路径。结果表明:(1)短视频以“时间立体化→产品功能价值→供应链”的因货逻辑,基于供应链各节点的场景化情境标准化配置,赋能“前一时间—这一时间—后一时间”的时序立体化价值创造;(2)短视频以“空间立体化→服务效用价值→价值链”的因人逻辑,依据价值链各节点的场景化情境个性化配置,赋能“前一空间—这一空间—后一空间”的空序立体化价值创造;(3)短视频以“用户立体化→场景体验价值→场景链”的因场逻辑,通过场景链各节点的场景化情境双路径配置,赋能“此前场景—此时场景—此后场景”的用户立体化价值创造。最后,提出场景赋能短视频立体化价值创造的策略和方法,实现“适时—适地—适人—适感”的效用。

In order to effectively answer the scientific question of“how to empower the three-dimensional value creation of short videos”.Taking Kuaishou short video as an example,starting from the three-dimensional value creation of“product function-service utility-scene experience”,the method of combining case study and programmatic grounded analysis was used to explore and refine the mechanism and path of scene-enabled three-dimensional value creation of short video.The results show that the short video uses the logic of“time three-dimensional→product function value→supply chain”,the short video realizes the three-dimensional value creation of“the previous time-this time-the next time”based on the standardized configuration of scenario-based scenarios at each node of the supply chain.The short video uses the logic of“spatial three-dimensionality→service utility value→value chain”,and the personalized configuration of the scenario-based situation of each node of the value chain to realize the three-dimensional value creation of“the previous space-this space-the next space”.The short video uses the logic of“user three-dimensional→scene experience value→scene chain”,and realizes the three-dimensional value creation of users of“previous scenes-current scenes-future scenes”through the dual-path configuration of scenario-based scenarios at each node of the scene chain.Finally,the strategies and methods of scene empowerment for three-dimensional value creation of short videos are proposed to realize the effect of“timely-appropriate place-suitable people-appropriate feeling”.