Research On Business Model Of Short Video Platform

By the end of 2019,the monthly active users in the short video industry had reached 920 million.With the continuous influx of entrepreneurs,a large amount of financing has entered the short video market.The short video has already begun to industrialize in content production,marketing and monetization.The "short video +" industry-wide pattern is gradually taking shape.A mature business model will become an important driving force for the development and expansion of short video platforms.Based on Wei Zhu's business model theory and business canvas theory,this article takes the short video platform as the research object,and extracts the five major elements of the short video platform business model based on the development characteristics of the short video industry,including value positioning,core resources,key business,and transactions.Relationship and profit model,and based on these five elements as the basic framework to build a short video platform element model,from these five dimensions,the social short video platform and vertical short video platform business model research and analysis.At the same time,this article also builds a short video platform business model based on the value correlation between various stakeholders in the short video industry chain.we get to know the trends and feature of the short video industry chain through the different performance of different types of short video platforms in the business mode.The research in this paper finds that the current short video industry presents platform positioning socialization and verticalization,and the diversification of participants in the industry chain.The development of each platform shows the following trends: in terms of content positioning,integration of social platform information and vertical platform content specialization;in terms of business architecture,platform resources are highly integrated through business models,and the transaction relationships between various stakeholders are complex and orderly.In addition,the profit models of both types of short video platforms show a diversified trend.The profit models of social short video platforms and vertical short video platforms are mainly advertising revenue,e-commerce revenue,user payment,and IP operations.Besides,there are still many problems in the short video platform: the positioning of the tail short video platform is not clear,and the content is homogeneous;the review mechanism of some platforms has not yet been perfected,and the "scratch ball" information frequently appears;the profit model has not yet matured,and most platforms have not made a profit;Stakeholder resources are scattered in key business;user-generated content has copyright issues.This article proposes the idea of optimizing the business model of the short video platform as follows: attach importance to user needs and pinpoint the platform market positioning;integrate industry chain resources to reduce platform operating costs;develop user payment channels and increase the platform's paid service space.At the same time,the following conclusions are drawn about the opportunities and challenges of traditional media in the short video ecosystem: The "centralized" mode of transmission of traditional media has been broken by social media represented by short videos,and new media technologies bring new opportunities to traditional media.Traditional media should attach importance to the construction of short video channels,learn from the development experience of short video platforms,and build a business model of short video news client based on the actual situation.