Research On Business Model Innovation Of Short Video Platform In China

After sorting out and summarizing the existing relevant literature,this paper establishes the business model analysis model of short video platform based on six elements: business philosophy,target audience,content production,technology development,channel operation and value creation.Based on this model,the business model of domestic short video platform is studied from both vertical and horizontal dimensions.Vertically,according to the development process of short video,this paper summarizes the business model characteristics of three stages: short video platform in market exploration period,market start-up period and high-speed development period: how to boldly explore how to create business value;short video platform in market start-up period tries to find a suitable way in production and distribution with a positive and innovative attitude.In the period of high-speed development of the market,the short video platform basically determines a relatively stable business model,but also accompanied by serious homogeneity of platform functions,weak user stickiness,business liquidity is not easy and so on.Horizontally,it deconstructs and compares the business models of "Ergeng","Kuaishou" and "Douyin" three typical platforms.This paper analyses the common characteristics of domestic short video platform business model: attaching importance to platform construction,positioning young groups,preferring high quality content,firmly relying on technology-driven,online and offline full coverage operation,advertising as the main revenue mode.At the same time,it compares with the commercial mode of the foreign short video platform Musical.ly.Finally,six prospects for future business model innovation are put forward: short video platform should explore new development concepts to seek business model innovation and development;MCN mode to stimulate platform production of high-quality content;5G era is coming,domestic short video platform should use the new opportunities brought by 5G,AI and other cutting-edge technologies to develop core technologies independently and apply them to the whole business process;Quasi-cater to the needs of users,create a circular ecosystem;innovate cash flow model,create value with users and advertisers.