基于用户驱动的资讯融媒体“流量为王”商业模式研究——以趣头条为例  

"Traffic is King"Business Model of Information Convergence Media Based on User-Driven——Taking Qutoutiao as an Example

作　　者：崔金栋[1] 李晨雨 李若彤 申巍 CUI Jindong;LI Chenyu;LI Ruotong;SHEN Wei(School of Economic and Management,Northeast Electric Power University,Jilin 132012,China)

机构地区：[1]东北电力大学经济管理学院,吉林吉林132012

出　　处：《情报科学》2024年第2期140-147,共8页Information Science

基　　金：国家社会科学基金项目“大数据时代主流融媒体信息资源管理机制研究”(20BTQ090)。

摘　　要：【目的/意义】随着融媒体产业的快速发展,图文声影并茂的资讯类移动融媒体裂变式扩展,“流量为王”为特征的资讯类融媒体兴衰具有现象级研究价值。【方法/过程】论文以趣头条的崛起与衰落为切入点,分析趣头条快速崛起的原因,从用户视角揭示了“流量为王”业务模式裂变发展的驱动力;通过分析趣头条的困境揭示了“流量为王”的业务模式的弊端,阐述了模式的非持久性原因;最后提出了系统化的对策建议,为融媒体产业发展提供可落地具体操作模式。【结果/结论】资讯类移动融媒体应当秉持“用户为先,内容为王”,打造可扩展、可延续的平台生态模式,实现用户流量和内容价值的有效互动。【创新/局限】论文研究揭示了“流量为王”模式下用户对资讯类移动融媒体的驱动效应,但设计的企业对策尚需通过落地应用来实践检验其有效性。【Purpose/significance】With the rapid development of the convergence media industry,the information type of mobile convergence media is expanding in a disruptive way,and the rise and fall of the information type convergence media characterized by"traffic is king"has a phenomenon research value.【Method/process】This paper takes the rise and decline of Qutoutiao as the starting point,analyzes the reasons for the rapid rise of Qutoutiao,and reveals the driving force of the development of the"traffic is king"business model from the perspective of users;By analyzing the predicament of Qutoutiao,the paper reveals the disadvantages of the business model of"traffic is king",and expounds the reasons for the non-persistence of the model.Finally,it puts forward systematic countermeasures and suggestions to provide concrete operation mode for the development of convergence media industry.【Result/conclusion】Information mobile convergence media should uphold the"user first,content is king",create a scalable and sustainable platform ecological model,and achieve effective interaction between user traffic and content value.【Innovation/limitation】This paper reveals the driving effect of users on information based mobile convergence media under the model of"traffic is king",but the designed enterprise countermeasures need to be practically tested through on-the-ground application.

关 键 词：资讯类移动融媒体 趣头条 流量为王 用户驱动 内容生态 

分 类 号：G250.7[文化科学—图书馆学]