数字内容平台如何实现商业模式场景化创新——基于资源行动视角的探索性单案例研究

How Can Digital Content Platforms Achieve Con-text-based Business Model Innovation:An Exploratory Single Case Study Based on Resource-focused Action Perspective

商业模式的场景化已成为商业模式创新的新范式与新路径,但其过程机制仍待深入探究。本文基于资源行动视角,以抖音为案例研究对象,深入探究数字内容平台商业模式场景化创新的整体过程性实现机制。研究发现:(1)基于复杂情境问题洞察并满足用户多元需求,是数字内容平台进行商业模式场景化创新的起点;(2)采取与复杂情境问题相适配的资源行动,是数字内容平台实现商业模式场景化创新的关键;(3)数字内容平台紧密围绕数字内容,以场景化商业模式属性为支撑,采取适配不同复杂情境问题的资源行动进行商业模式场景化创新,其演化轨迹表现为“创业生存型—市场扩张型—场景协同型”。这一发现在促进数字内容平台借助商业模式场景化创新提升竞争优势等方面具有借鉴意义。

Accompanied by the gradual maturation of new technologies such as big data and artificial intelligence,the application scenarios of digital intelligence technology continue to expand,and digital content consumption has become the mainstream of consumption.The digital content platform,which constitutes the basic element of the digital content industry,has flourished.In this context,enterprise innovation practices are continuously injected with new context-based business model innovation,and contextdriven innovation has formed a huge impact on the original business model.Digital content platform,supported by digital intelligence technology,builds a comprehensive user profile,realizes accurate push based on big data algorithms,and carries out the organic collocation of different types of consumption,life and other scenarios with“story”,“emotion”and“temperature”.“temperature”organic patchwork combination,conveyed to the‘may be interested’in the relevant users,to the context-based context configuration reconfiguration,innovation business model,in the process of context-based business model innovation to build a new ecology of scenario-based consumption.It is a continuous context-based business model innovation process for digital content platforms.