存量竞争下长视频的盈利模式创新与价值链重构  

Profit Model Innovation and Value Chain Reconstruction of Long Videos under Stock Competition

作　　者：肖赞军[1] 万牧昆 XIAO Zan-jun;WAN Mu-kun(School of Journalism and Communication,Hunan Normal University,Changsha,Hunan 410081,China)

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《湘潭大学学报（哲学社会科学版）》2022年第3期94-98,共5页Journal of Xiangtan University:Philosophy And Social Sciences

基　　金：国家社会科学基金重点项目“媒体融合发展的商业模式研究”(17AXW006)。

摘　　要：网络效应的正向循环奠定了长视频“高成本引流、大规模变现”的盈利模式。但进入存量竞争阶段,流量日趋稀缺,原本注意力经济的价值逻辑被系统性颠覆,长视频陷入更为严重的亏损困境。长视频应重新审视旧有盈利模式所形成的路径依赖,遵循影响力经济理论和舆论经济理论的价值创造理念,从内容结构、传播渠道、生态场景三个产业链的重要节点,创新盈利模式,重构价值生态。The positive cycle of network effect has established the profit model of“high-cost drainage and large-scale realization”of long videos.However,in the stage of stock competition,the flow is becoming increasingly scarce,the original value logic of attention economy has been systematically subverted,and long videos have fallen into the predicament of a more serious loss.In making long videos,one should re-examine the path dependence formed by the old profit model,follow the value creation concept of influence economy theory and public opinion economy theory,innovate the profit model and reconstruct the value ecology from the three important nodes of the industrial chain:content structure,communication channel and ecological scene.

关 键 词：长视频 盈利模式 价值链 

分 类 号：G206.2[文化科学—传播学]