“抖音”短视频的商业模式分析

Analysis of the Business Model of Douyin Short Videos

随着移动互联网技术的飞速发展,短视频行业呈现出蓬勃发展的态势。文章以当前国内最受欢迎的短视频应用平台“抖音”为研究对象,基于商业模式画布理论,从九大构成要素入手,深入剖析抖音的商业模式。本文通过系统分析抖音的价值主张、客户细分、渠道通路、客户关系、关键业务、核心资源、重要伙伴、成本结构和收入来源等方面,揭示了抖音商业模式的独特优势,旨在为短视频平台的可持续发展提供参考和借鉴。

With the rapid development of mobile Internet technology,the short video industry is showing a booming trend.Based on the business model canvas theory,this article takes the most popular short video application“TikTok”in China as the research object,starts from the nine major elements,and deeply analyzes the business model of TikTok.Through the systematic analysis of TikTok’s value proposition,customer segmentation,channel,customer relationship,key business,core resources,important partners,cost structure and revenue sources,the unique advantages of TikTok’s business model is revealed.The article aims to provide reference for the sustainable development of short video platforms.