移动短视频社交平台中的价值共创机理——基于抖音短视频的案例研究  

Value Co-creation Mechanism in Mobile Short Video Social Platform——A Case Study of Short Video Based on Douyin

作　　者：马源鸿 曹云忠[1] 方佳明[2] MA Yuan-hong;CAO Yun-zhong;FANG Jia-ming(Sichuan Agricultural University Dujiangyan 611830 China;University of Electronic Science and Technology of China Chengdu 611731 China)

机构地区：[1]四川农业大学,都江堰611830 [2]电子科技大学,成都611731

出　　处：《电子科技大学学报（社科版）》2018年第4期8-12,共5页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：四川民族山地经济发展研究中心项目(SDJJ1607);四川省社会科学规划项目(SC17C012)

摘　　要：随着移动智能设备的普及和4G移动互联网技术的成熟应用,以及人们对碎片化和更高媒体丰富性内容形式的消费需求,移动短视频社交平台应运而生。基于价值共创理论的基本思想,以抖音短视频为案例对象,采取单案例研究方法,研究了移动短视频社交平台的价值共创和发展演进机理。研究发现:视频发布者、视频观看者和平台在整个过程中的主导逻辑和价值共创表现;并以"主体–活动–产出"为框架分析了移动短视频社交平台在初创期、发展期和成熟期的主体演变过程,对应的主体活动以及活动的产出。研究结果有助于在理论上认清移动短视频社交平台的价值共创机理和演化过程,在实践上为创新型企业和企业的转型提供有益的借鉴。With the popularity of mobile smart devices and the mature application of 4G mobile Internet technology,as well as people’s demand for fragmented demand and higher media rich content,mobile short video social platforms have emerged.Based on the basic idea of the value co-creation theory,this article takes the short video of Douyin as the case object and adopts the single case study method to study the value co-creation and evolution mechanism of the mobile short video social platform.The studies find out the dominant logic and value co-creation of video publishers,video viewers,and platforms throughout the process.Taking the“subject-activityoutput”as the framework,this paper analyzes the main evolution process of the mobile short video social platform in the initial period,development period and maturity period,corresponding main activities,and the output of activities.The research results would help to theoretically understand the value co-creation mechanism and evolution process of the mobile short video social platform,and provide useful lessons for innovative companies and enterprises in practice.

关 键 词：移动短视频社交平台 抖音短视频 价值共创 演化机理 

分 类 号：C939[经济管理—管理学] F272.3