科研管理

科研管理 ›› 2025, Vol. 46 ›› Issue (10): 184-192.DOI: 10.19571/j.cnki.1000-2995.2025.10.019

• 论文 • 上一篇    

场景基于价值主导逻辑演变赋能短视频平台商业模式创新机制研究

王华1，长昊东1，苏敬勤2   

  1. 1.中南财经政法大学会计学院，湖北 武汉430073；
    2.大连理工大学经济管理学院，辽宁 大连116024
  • 收稿日期:2024-01-03 修回日期:2025-01-06 接受日期:2025-01-06 出版日期:2025-10-20 发布日期:2025-10-14
  • 通讯作者: 苏敬勤
  • 基金资助:
    国家社科基金项目：“算力基础设施与企业高质量发展的作用机理、实施路径与政策优化研究”（24BGL066，2024—2027）。

Research on the mechanisms of scene-based empowerment in business model innovation of short video platforms through evolution of value-dominant logic

Wang Hua1, Chang Haodong1, Su Jingqin2   

  1. 1. School of Accounting, Zhongnan University of Economics and Law, Wuhan 430073, Hubei, China; 
    2. School of Economics and Management, Dalian University of Technology, Dalian 116024, Liaoning, China
  • Received:2024-01-03 Revised:2025-01-06 Accepted:2025-01-06 Online:2025-10-20 Published:2025-10-14

摘要：     场景要素的渐进丰富刺激着短视频平台价值主导逻辑演变，激发着商业模式创新，但其赋能机制尚未明晰。对此，本文以短视频平台快手科技为例，基于价值主导逻辑，研究场景要素赋能短视频平台商业模式的创新机制。结果表明：（1）短视频平台基于产品、服务和情感3类价值主导逻辑演变，借助于供应链逆向重构、价值链跨界连接和场景链交叉混搭，形成电商经济、社群经济和兴趣经济，进而赋能商业模式创新。（2）短视频平台以供应链为载体，以价值链为引导，以场景链为调节，通过“商业场景—消费期望—商业情境”的选择性配置，链式匹配“平台供给现实”与“用户消费期望”。（3）短视频平台基于“发现”连接内容，依据“朋友”加持社交，利用“关注”聚焦兴趣，通过场景故事线、关系认知域和兴趣调和场实现“物以类聚”“人以群分”“场以趣建”的情感动态匹配，借助场景解构、改性和重构赋能商业模式创新。

关键词: 短视频平台, 价值主导逻辑演变, 商业模式创新, 场景经济, 场景赋能

Abstract:    The increasing complexity of scene elements drives the evolution of value-dominant logic on short video platforms, stimulating business model innovation. However, the mechanisms of this innovation remain unclear. This paper, using Kwai as a case study, delved into the mechanisms through which scene empowers business model innovation on short video platforms from the perspective of value-dominant logic evolution. The findings revealed three key insights: (1) Short video platforms evolve their value-dominant logic based on three core values: products, services, and emotional engagement. Through the systematic reconfiguration of supply chains, multidimensional interconnections within value chains, and the effective integration of scene chains, these platforms foster the development of ecommerce, community-based economies, and interest-driven economies. In doing so, the short video platforms empower innovation in business models. (2) Short video platforms, structured around supply chains, guided by value chains, and mediated through scene chains, dynamically align platform supply with consumer demand. They achieve a chain-like match between "platform supply realities" and "user consumption expectations" through the selective configuration of "business scenes—consumer expectations—commercial contexts". (3) Short video platforms connect contents through "discovery", enhance social interactions through "friends", and focus on interests through "following", dynamically realizing emotional alignments of "birds of a feather flock together", "people of one mind fall into the same group", and "scenes are constructed by interest" through scene storylines, relationship cognitive domains, and interest harmony scenes. The short video platforms, therefore, empower business model innovation through scene deconstruction, modification, and reconstruction.

Key words: short video platform, value-dominant logic evolution, business model innovation, scene-based economy, scene-based empowerment