流量变现、价值创造与中国平台经济的高质量发展

Flow Monetization,Value Creation and the High-Quality Development of China’s Platform Economy

平台经济是中国经济高质量发展的新空间、新引擎、新渠道和新支撑。随着平台用户增量触顶,中国平台经济整体上已经进入从增量竞争向存量竞争过渡的关键转型期,新发展阶段下实现平台经济的高质量发展要求对中国平台经济领域不同商业模式的核心特征、运行机制、外部性影响进行深入分析。首先,从降低市场交易成本、提升市场交易效率和平台与实体经济高质量融合三个方面论述平台经济高质量发展的核心内容;其次,分析流量变现和价值创造两种平台商业模式的主要特征及产生基础,并比较两种模式与平台经济高质量发展的一致性及其作用路径。研究表明,以用户真实需求为核心、以提升平台内交易效率为目的,最终能够实现多方互利的价值创造模式是中国平台经济高质量发展的内在要求。因此,政府应继续加强平台经济的科学监管,引导培育数字平台经济价值创造模式的外部基础,平台企业应该平衡流量变现模式和价值创造模式,加强数字技术的研发和推广应用。

The rapid rise of the platform economy has significantly influenced China’s economic and social modernization processes.This paper focuses on the key topic of high-quality development of platform economy,discusses how to promote the standardized,healthy and sustainable development of platform economy after it entered the key transition period from incremental competition to stock competition,and actively promotes the integration of digital and real through guiding the choice of platform enterprise’s business model to benefit the economy and society.Using a combination of theoretical analysis and case studies,the paper first reviews literature related to internet platform business models and the high-quality development of the platform economy.It then theoretically analyzes two prevalent platform business models:the“flow monetization model”and the“value creation model.”The paper highlights their core characteristics,the basis for their emergence,and their alignment with the goals of high-quality development.In particular,it emphasizes how these models interact with resource allocation and the real economy.The case studies focus one-commerce platforms and the online audiovisual industry,comparing the two business models in terms of traffic acquisition,revenue sources,development logic,and external impact.The paper argues that while the flow monetization model can generate rapid revenue growth in the short term,it often prioritizes traffic over substance,neglecting the real economy’s needs and limiting its potential to improve resource allocation efficiency.This disconnection from the real economy can lead to unsustainable growth.Conversely,the value creation model is rooted in addressing real-world economic problems,emphasizing user needs and mutual benefits,making it more consistent with the high-quality development objectives of the platform economy.This paper makes several contributions beyond existing studies.First,it clarifies the core aspects of high-quality platform economy development,including reducing transaction costs,enhancing transaction efficiency,and ensuring effective integration between platforms and the real economy.Second,it provides an in-depth comparison of the flow monetization and value creation models,examining their consistency withthe overarching goals of high-quality development.Finally,it offers policy recommendations to guide platform businesses in selecting more suitable models for sustainable growth.The findings offer valuable insights for both policymakers and platform enterprises.The government should enhance the regulation of the platform economy by fostering value creation models,improving laws and regulations,and promoting deeper integration between platforms and the real economy.These regulatory efforts should ensure a more sustainable,healthier trajectory for the platform economy,aligning its development with societal needs.Additionally,this paper provides a fresh perspective for future research in platform economy studies,suggesting that the path toward high-quality development lies in the careful selection of business models and the implementation of sound institutional frameworks.