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17666本文旨在回答“互联网短视频商业模式如何实现价值创造？”这一科学问题。具体而言，本文从商业模式要素架构的研究视角出发，基于网络效应理论，遵循“价值主张→价值创造→价值捕获”的商业模式维度划分及逻辑关系，通过抖音和快手的双案例研究，刻画出互联网短视频商业模式的理论架构，并探索其价值创造的实现机理。研究表明：互联网短视频商业模式的关键构成要素包括内容、流量、运营和变现，根据构成要素的内涵特征及其所属商业模式的维度和关系，不同构成要素组合为“内容为王”型、“社交至上”型和“双轮驱动”型三类互联网短视频商业模式，它们实现价值创造的路径分别反映了跨边网络效应、同边网络效应和双边网络效应的理论支撑，并且“双轮驱动”型商业模式实现了“内容为王”型商业模式与“社交至上”型商业模式的有机结合，是互联网短视频平台获取持续竞争优势的关键所在。本文增进了学界对互联网短视频商业模式及其价值创造机理的认识，也给实践领域带来了有益的启示。
互联网短视频商业模式如何实现价值创造？——抖音和快手的双案例研究
摘要
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引用本文
王烽权, 江积海. 互联网短视频商业模式如何实现价值创造？——抖音和快手的双案例研究[J]. 外国经济与管理, 2021, 43(2): 3-19.
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