Value Co-creation Research On Official Account Of Brand On The Platform Of Short Video

With the rapid development of mobile Internet,the identity of consumers has emerged new changes,which is regarded as the co-creator of brand value.And the consumers are an indispensable part of brand advancement.Brands always wanted to reach their consumers or potential consumers by integrating multiple channels of resources in order to attract them to create brand value.The short video platform such as Douyin,relying on its high-quality contents and strong fans' base,has become an important channel of resources for brand marketing and communication,as well as brand value creation.Brands hoped that they could depend on its contents created by their users to interact and communicate with their target users,attracting them to try to co-create the brand value.This paper analyzed the value conflicts and balances of multi-value subjects on the platform of Douyin from the perspective of Philosophy of Value.Then,the article used Case Analysis Method(taking "Xiaomi" as an example)to analyze the process of value co-creation on the platform of Douyin about brands.The process of the value co-creation process was depicted as "video sender-intermediary agent-video viewer".Furthermore,according to the previous scholars' research,the author analyzed the demerits of the types of value of value co-creation of the previous scholar under the new background.The author explained the types of value such as consumption value,economic value,social value,instrumental value more comprehensively;then,concluded several types of value created by brands and users of the platform and used cases to analyze.Finally,based on the supporting studies of depth interview,the author considered that brands could increase its intention of participation via the channel to identify users needs;elaborately operate the contents of brands to augment participation enthusiasm of users;coordinating the conflicts between each main body based on effectively interaction to promote the behavior of co-creation;continually adjust the ecosystem of platforms and co-create types of value.