| 摘要: | 從近年來，在5G、人工智慧、區塊鏈技術的影響下，新媒體行動短視頻業突然火爆異常，短視頻之特點具有「時長短、傳播速度快」之特色，這是業界和學界對短視頻的共識，跟據《中國互聯網路發展狀況統計報告》2021年短視頻的用戶在中國已達約9億多人次，而國外已達20多億人次，成長速度非常之驚人，短視頻業具有快速不斷反覆迭代之特色，因此運營模式也將不斷的變化（周書環，2021）目前短視頻業處在全球成長期，而在中國市場已經進入成熟期，全球市場規模依然有較大的上升空間，越來越多的相關之短視頻産品迅速出現，其競爭也越發「白日化」，在社交媒體短視頻企業裏，至今最具代表性的便是短視頻APP的孵化工廠字節跳動科技公司，它是抖音、TikTok、西瓜視頻、抖音火山版、多閃等等短視頻APP的生産工廠，據今日頭條中國短視頻業的市場績效分析報告得知，將近47.9%的短視頻團隊不能盈利，約30%略有盈餘，而短視頻業最大的收入來源依靠平臺補貼，約佔73%，短視頻內容的整合商MCN也同樣面臨這樣的問題（杜雪艷，2021）只有29.5%的從業團隊有實現盈利之目的，因此短視頻的盈利變現至今依然是一大問題，本研究為質化研究，通過大量國內外文獻之探討，運用觀察法、個案分析和專家訪談法，再結合網絡經濟中普遍存在的現象和理論：長尾經濟效應(The Long Tail)資源基礎理論(RBV)馬太效應(Matthew effect)等等(陸宗祥，1999)對新媒體短視頻進行研究分析，並以抖音、TikTok短視頻以及其孵化公司字節跳動作爲個案研究之代表，通過對字節跳動公司之商業模式和盈利模式分析，再透過專家訪談法和觀察法挖掘分析出短視頻之盈利模式及經營策略，並提出相關之研究建議。
In recent years, in 5 g, artificial intelligence, block chain technology, under the influence of new media action short video industry suddenly hot anomaly, short video characteristic has the characteristics of "travel faster at length,", this is the consensus of the industry and academia to short video, according to the China Internet development statistics report 2021 short video users in China has reached about 900 million person-time, And abroad has reached more than 20 people, the growth rate is so amazing, short video industry has characteristics of fast is repeated iteration, so the operation mode will also constantly changing (Zhou Shuhuan, 2021) is a short video industry in global growth, and in the Chinese market has entered the mature period, there are still larger rising space in the global market scale, More and more related to short video products appear quickly, the competition is also increasingly "white cosmetic", short video in social media companies, yet the most representative is a short video APP hatching factory byte beating technology company, it is a trill, TikTok, watermelon video, trill volcano section, flash and so on more than a short video APP production factory, According to the market performance analysis report of China's short video industry conducted by Toutiao, nearly 47.9% of short video teams cannot make profits, and about 30% have a slight surplus. The largest revenue source of short video industry relies on platform subsidies, accounting for about 73%. MCN, short video content aggregator, is also facing such problems (Du Xueyan, 2021) Only 29.5% of the working teams have the purpose of making profits, so the profit realization of short video is still a big problem. This research is a qualitative study, through a large number of domestic and foreign literature discussion, using observation method, case analysis and expert interview method, combined with the phenomenon and theory commonly existing in the network economy: The Long Tail Resource-based Theory (RBV) Matthew Effect and so on (Lu Zongxiang, 1999) studied and analyzed short videos of new media, and took TikTok short videos and their incubation company Bytedance as The representatives of case studies. This paper analyzes bytedance's business model and profit model, and then excavates and analyzes the profit model and business strategy of short video through expert interview method and observation method, and puts forward relevant research suggestions. |
