摘要
社会化网络时代背景下,社群经济成为大势所趋。网络社群的建立为内容型平台商业模式及其转型提供了全新思路。文章分析了作为内容型平台的B站,在与社群经济融合的过程中,通过调整价值定位、业务系统和盈利模式等关键要素,逐步完成了商业模式的转型迭代,通过核心资源、用户关系的建立推动价值创造,从而实现平台商业模式与其所处社群经济各个阶段特征的演化,展示了B站从内容搬运社区逐步转化成用户创作社区,并最终成为综合内容社区的三个明显的社群经济发展阶段,揭示了B站成长为集社交性、文化性、商业性为一体的新内容型平台的过程和原因。
Under the background of social network era,community economy has become the general trend.The establishment of network community provides a new idea for the business model and transformation of content-based platform.This paper shows that Bilibili,as a content-based platform,has gradually completed the transformation of business model iteration by adjusting the key elements of its business model such as value orientation,business system and profit model in the process of economic integration with the community and also has promoted value creation through the establishment of the core resources and users relationship so as to realize the evolution of the platform business model and the characteristics of each stage of the community economy in which it is located.It shows three distinct stages of community economic development of Bilibili from content handling community to users creation community and finally to comprehensive content community,and reveals the process and reasons of Bilibili growing into a new content-based platform integrating social,cultural and commercial characteristics.
作者
刘艳琼
闫俊周
LIU Yanqiong;YAN Junzhou(Business School,Zhengzhou University of Aeronautics,Zhengzhou 450046,China)
出处
《郑州航空工业管理学院学报》
2023年第3期47-53,68,共8页
Journal of Zhengzhou University of Aeronautics
基金
河南省高校科技创新人才支持计划(人文社科类)(2021-CX-008,2021-2023)。
关键词
社群经济
内容型平台
商业模式
B站
community economy
content--based platform
business model
Bilibili
作者简介
刘艳琼,女,河南巩义人,讲师,高级企业人力资源管理师,主要研究方向为创新管理和员工创新行为;闫俊周,男,河南襄城人,教授,博士,硕士生导师,主要研究方向为产业组织与技术创新。
