网生产业演进机制研究——基于创新生态系统理论

Research on Evolution Mechanism of Internet Celebrity Industry——Based on Innovation Ecosystem Theory

网生产业作为互联网经济新业态获得快速发展。结合创新生态系统理论,构建基于演进阶段、生态规模和扩张路径的理论分析模型,并运用探索性多案例研究方法,选取细分领域"社群电商"和"网生内容"的代表性企业——"南极电商"和"奥飞娱乐"。分析发现,网生产业的发展遵循生态化演进机理:分阶段渐进式演进,呈现类自然生态系统的规模变化,演进路径遵循"专业化深耕、多元化拓展、综合性规范"的逻辑。据此,在系统层面应进一步完善产业结构布局,促进产业生态系统稳定运行;在机制层面应加快产业战略扩张步伐,强化规模经济发展效益;在路径层面应积极应对环境与市场的变化,及时掌握关键性发展要素,以实现网生产业健康稳定发展。

As an emerging economic format,Internet celebrity industry got rapid development. Combined with the innovation ecosystem theory,this paper set a theoretical analysis model based on the evolution stage,the ecological scale and the dynamic expansion path. This paper used exploratory multi-case method and analyzed two representative enterprises in segmentation: Nanji E-commerce and Alpha Group. The results showed the development of Internet celebrity industry followed ecological evolution mechanism: The evolution was progressive,the changes in scale were similar to natural ecosystems,and its evolution path followed a logic of professional tillage,diversified extension and comprehensive specification. Therefore,efforts should be made to improve the industrial structure layout and promote stable operation of industrial ecosystem at the system level. It was necessary to accelerate the strategic expansion and strengthen scale economies effect at the mechanism level. Finally,at the path level,it was indispensable to positively respond to changes of environment and market,timely grasp key elements to achieve healthy and stable development of Internet celebrity industry.