随着互联网经济的深入发展进入“下半场”,传统的以供给为导向的商业模式面临严峻挑战,而以需求为导向的商业模式逐渐崭露头角。本文以今日头条为例,通过绘制其商业画布,并基于价值创造、价值传递、价值获取的商业模式分析框架,全面剖...随着互联网经济的深入发展进入“下半场”,传统的以供给为导向的商业模式面临严峻挑战,而以需求为导向的商业模式逐渐崭露头角。本文以今日头条为例,通过绘制其商业画布,并基于价值创造、价值传递、价值获取的商业模式分析框架,全面剖析了今日头条创新动因、发展现状与演化路径,发现其凭借庞大的内容体量,多样的分发渠道,打造了一条“杂货铺”的经营之路,在满足多样用户需求的基础上迅速打开市场、成为行业巨头。本文对其商业模式进行探究,有利于了解当前互联网经济下商业模式的演变趋势,并为其他新闻资讯类平台商业模式创新实践提供案例借鉴与理论支撑。With the further development of the Internet economy entering the “second half”, the traditional supply-oriented business model is facing severe challenges, while the demand-oriented business model is gradually emerging. Taking TouTiao as an example, this paper comprehensively analyzes its innovation motivation, development status, and evolution path by drawing its business canvas and based on the analytical framework of the business model, which includes value creation, value delivery, and value capture. It is found that TouTiao has leveraged its massive content volume and diverse distribution channels to create a “general store” business path, quickly opening up the market and becoming an industry giant by satisfying diverse user needs. This paper explores its business model, which is conducive to understanding the evolution trend of business models in the current Internet economy and providing case references and theoretical support for the innovation practices of other news and information platforms’ business models.展开更多
文摘随着互联网经济的深入发展进入“下半场”,传统的以供给为导向的商业模式面临严峻挑战,而以需求为导向的商业模式逐渐崭露头角。本文以今日头条为例,通过绘制其商业画布,并基于价值创造、价值传递、价值获取的商业模式分析框架,全面剖析了今日头条创新动因、发展现状与演化路径,发现其凭借庞大的内容体量,多样的分发渠道,打造了一条“杂货铺”的经营之路,在满足多样用户需求的基础上迅速打开市场、成为行业巨头。本文对其商业模式进行探究,有利于了解当前互联网经济下商业模式的演变趋势,并为其他新闻资讯类平台商业模式创新实践提供案例借鉴与理论支撑。With the further development of the Internet economy entering the “second half”, the traditional supply-oriented business model is facing severe challenges, while the demand-oriented business model is gradually emerging. Taking TouTiao as an example, this paper comprehensively analyzes its innovation motivation, development status, and evolution path by drawing its business canvas and based on the analytical framework of the business model, which includes value creation, value delivery, and value capture. It is found that TouTiao has leveraged its massive content volume and diverse distribution channels to create a “general store” business path, quickly opening up the market and becoming an industry giant by satisfying diverse user needs. This paper explores its business model, which is conducive to understanding the evolution trend of business models in the current Internet economy and providing case references and theoretical support for the innovation practices of other news and information platforms’ business models.
