Research On The Value Realization Path Of Content E-Commerce Platform From The Perspective Of The New 4C Theory

The development of the mobile Internet has spawned many new business models.Content platforms use content-driven e-commerce to better meet users’ all-round needs for content,social networking and transactions,"Content+e-commerce" has become a new e-commerce model.Based on the literature review,this paper finds that the four elements of the new 4C theory "content","community","scenario" and"connection" are closely related to the value realization of the content e-commerce platform.",summing up its value realization path from successful enterprise cases,on the one hand,integrating the new 4C theory into the research on the value realization mechanism of the content e-commerce platform,making up for the lack of existing theoretical research.On the other hand,it has reference significance for the transformation of traditional e-commerce or content platforms.This paper uses grounded theory to explore the fusion theory of new 4C and value realization,First of all,through literature review,this paper summarizes the research status of the business model and value realization path,the business model of the content e-commerce platform,and the application of the new 4C theory.Secondly,the research process is designed in detail,and various materials of the Kwai e-commerce business model are collected and sorted out.Finally,the value realization mechanism of the content e-commerce platform based on the new 4C perspective is established by using programmatic grounded theory and three-level coding.The main research results of this paper are as follows:(1)87 concepts and 20 categories were obtained in the open coding stage,and 4 main categories were obtained in the spindle coding stage,namely,the content-driven value realization model,the community-driven value realization model,the scenario-driven value realization model and the connection-driven value realization model,Finally,the core category is determined through selective coding,that is,the value realization path is obtained as "value proposition→value creation→value delivery→value acquisition".(2)All categories are integrated around this core category to form a theoretical model of value realization path under the new 4C perspective.(3)With the help of new theories,a complete story line of the value realization path of Kwai e-commerce has been formed.Starting from each element in the new 4C,each module of value realization has been elaborated in detail,and the interaction mechanism between the new 4C elements in each value realization module has been combed.