Research On The Value Realization Path Of Short Video Platform

In recent years,short video industry has rapidly become a new hot spot in the field of media.Various types of short video applications are emerging in endlessly.Capital giants enter the industry quickly in order to compete for tuyere,and competitions between them are becoming increasingly fierce.Short video enterprises must explore effective value realization paths if they want to survive to the end.By searching relevant literatures,the author finds that most domestic research focus on the dissemination characteristics,development status and audience analysis of short videos,while few study suitable value realization models from the perspective of enterprises.This thesis summarizes previous experiences and comes up with a value realization model suitable for short video enterprises.It makes a case analysis of the representative short video company--TikTok to find out why TikTok can succeed and others fail,providing theoretical support for the development of short video enterprises.The model raised in this thesis consists of four parts:value proposition,value creation,value maintenance and value realization.Value proposition is to solve the problem of what products enterprises provide.TikTok positions itself as a creative musical short video social platform and locks urban youth as target customers.It is welcomed fastly by users once available.Value creation refers to the production and creation of core contents which meet users'demands.TikTok focuses on UGC contents and strengthens operations through the algorithm distribution mechanism,which not only protects creative passions of users but also ensures the presence of high quality contents for everyone.Value maintenance indicates enterprieses'means to maintain their own competitiveness.TikTok fully utilizes the advantages of user scale to form an isolation mechanism and establishes stable relations with its partners.Value realization means that the enterprise creates value and completes transformations from value input to output.The main profit model for TikTok is advertising,live broadcasting and e-commerce.Through the case analysis of TikTok,this thesis provides enlightenment for short video enterprises.Firstly,short video enterprises should put users' demand pain point in the first place,and strive to create maximum value for them.Secondly,continuous improvement of social function is not only an effective way to create value for users,but also an efficient path to maintain enterprise value,which is a key development direction for short video enterprises in the future.Thirdly,short video enterprises should consider more possibilities of "short video plus" and complete commercial closed-loop in many ways in order to achieve ultimate value realization.