短视频平台盈利模式分析-以抖音为例.docxVIP

PAGE PAGE 13 短视频平台盈利模式分析-以抖音为例 摘 要 近年来，随着互联网技术的发展，各种新颖文化传播模式兴起，短视频App自2011年陆续上线，2016-2017年迎来井喷期，人才、资本大规模涌入该行业，因此对于短视频盈利模式的研究很有必要。截至2020年1月5日，抖音日活跃用户数已突破4亿，全年增幅高达60%，是移动互联网成长最快的产品。目前短视频行业常见的商业变现模式主要包括广告、电商和IP化运作。本文的研究对象是抖音APP，以该平台的内容盈利模式为主要研究内容。本文的研究主要是从盈利模式的五大要素（盈利点、盈利对象、盈利来源、盈利杠杆和盈利屏障）展开，对抖音的盈利点，盈利对象，盈利来源，盈利杠杆和盈利屏障进行了详细地分析，识别所体现出来的问题并探究其原因，来透析短视频行业的发展动力和不足，为其今后的发展提出建设性意见，以谋求提高抖音的盈利和化解其盈利风险的能力，最终促进抖音的长远发展。 关键词：短视频平台；盈利模式；抖音 Analysis of profit mode of short video platform tiktok as an example Abstract In recent years, with the development of Internet technology, a variety of new cultural communication modes have sprung up. Short video apps have been launched since 2011. From 2016 to 2017, there will be a blowout period, and talents and capital will flow into the industry on a large scale.Therefore, it is necessary to study the profit mode of short video. As of January 5, 2020, the number of active users has exceeded 400 million, and the annual growth rate has reached 60% tiktok. At present, the commoncommercial cash flow modes of short video industry mainly include advertising, e-commerce and IP operation. The object of this paper is to study the APP of voice, and the main content of the tiktoks content profit mode is the content of this study. This study is mainly based on five main factors of profit pattern (profit point, profit object, profit source, profit lever and profit barrier). The profit point, profit object, profit source, profit lever and profit barrier of the vibrato are analyzed in detail, and the problems identified and the reasons for it are tiktok to analyze the development motive and insufficiency of the short video industry. Tiktoks comments on the future development of the tiktok will be helpful to improve the earning and risk of the jitter and eventually promote the long-term development of the jitter. Keywords：Short video platfrom;Profit mode;Tiktok 第一章 绪 论 1.1研究背景和研究意义 1.1.1研究背景 近几年来，国内互联网的普及带动了短视频行业的迅猛发展。更多人选择利用手机观看短视频，人才资本流量竞相流入短视频