不同视角下短视频平台意见领袖商业价值评估方法及价值背离现象分析  

Research on Short Video Platform Opinion Leaders’Commercial Value Evaluation Methods and Value Deviation from Different Perspectives

作　　者：张朝辉[1] 李田 张晓阳[1] ZHANG Chao-hui;LI Tian;ZHANG Xiao-yang(School of Business&Management,Jilin University,Changchun 130012,China)

机构地区：[1]吉林大学商学与管理学院,吉林长春130012

出　　处：《工程管理科技前沿》2022年第3期69-75,共7页Frontiers of Science and Technology of Engineering Management

基　　金：吉林大学资助项目(2021JGZ30)。

摘　　要：随着智能媒介终端和大数据、互联网技术的普及,意见领袖成为短视频营销的关键环节。由于视角的不同,平台和用户对短视频意见领袖的作用和价值认知并不相同。本文以短视频平台的商业价值创造过程为基础,综合考虑平台和用户对短视频关键意见领袖商业价值的衡量标准,构建了短视频关键意见领袖商业价值评估模型,随后对意见领袖的商业价值“背离”现象进行了分析。研究结果表明:(1)短视频关键意见领袖的商业价值评价是由平台与用户共同决定的;(2)平台视角与用户视角的价值背离体现了当前商业价值和潜在商业价值之间的差异;(3)短视频产业的可持续高质量发展要求平台价值与用户价值平衡发展。With the popularity of intelligent terminals,big data and Internet technology,key opinion leaders have become a key link in it.Due to different perspectives,platform and users have different perceptions of the role and value of KOLs.In this article,based on the commercial value creation process of the short video platform,comprehensively considering the platform and users to measure the commercial value of the short video key opinion leaders,it constructs a short video key opinion leaders’business value evaluation model,and analyzes the deviation phenomenon.The results show that:(1)The evaluation of commercial value of KOLs is determined by the platform and users;(2)The value deviation between the platform perspective and the user perspective reflects the current commercial value and potential commercial value;(3)The sustainable and high-quality development of the short video industry requires the balanced development of platform value and user value.

关 键 词：短视频营销 关键意见领袖 商业价值 层次分析法 熵权法 

分 类 号：F724.6[经济管理—产业经济]