| This paper studies the impact of industrial chain vertical cooperation on corporate performance under the network effect.Existing research on the impact of industrial chain vertical cooperation on business performance is mainly explored from the macro,industrial and micro levels: the macro level mainly focuses on the impact of global value chain status and domestic value chain status on companies;the industrial level mainly focuses on food manufacturing Industry,steel,petrochemical,coal power and other representative industries with strong upstream and downstream correlations are studied on the impact of industrial chain vertical cooperation on business performance;the micro-level mainly focuses on the return on net assets,return on investment capital,and total The impact of net asset interest rate,etc.This article introduces network effects into the research on the impact of industrial chain vertical cooperation on business performance.Starting from the industrial level,firstly,by constructing a network effect-based vertical cooperation game model of upstream and downstream enterprises in the industrial chain,the study compares the upstream and downstream enterprises in the industrial chain.Innovative achievements,sales volume and profits under cooperation,semi-cooperation and full cooperation modes,analyze the influence of network effects on innovation results,sales volume and profits under different cooperation modes;secondly,take the typical network effect industry-short video industry as an example,Compare the industry chain vertical cooperation models of Kuaishou and Douyin,and analyze the impact of the vertical cooperation of the short video industry chain on corporate performance under the influence of network effects;finally,represented by Kuaishou and Alibaba Cloud,simulated numerical simulations of the above models with matlab.Finally came to the following conclusions:1.The vertical cooperation model of the short video industry chain is conducive to improving the performance of short video platform companies.That is,compared with the noncooperative mode,short video platforms,technical support providers,and content providers can achieve higher optimal innovation results,sales and profits in the semi-cooperative mode and the full cooperation mode.2.The network effect plays an important role in the process of the vertical cooperation of the short video industry chain to promote the improvement of enterprise performance,and the greater the network effect,the short video platform and the innovation results of technical supporters and content providers in the short video industry chain,The higher the sales volume and profit.3.The reasons why Douyin’s MAU(monthly active users)surpassed Kuaishou in April 2018 include:(1)Douyin focuses on strengthening the integration with PGC(professional organization creation)and PUGC(professional creation),while Kuaishou focuses on strengthening the integration with UGC(general person creation).(2)Douyin continued to increase its operational investment,while Kuaishou paid more attention to the natural growth of users in the early stage.To this end,this article proposes the following policy recommendations: 1.Short video platforms should continue to strengthen cooperation with technical support providers to promote the improvement of short video shooting,editing and other hardware.2.short video platforms should continue to strengthen cooperation with technical support providers to optimize the amount of data and codec technology.3.Short video platforms should continue to strengthen the application and innovation of artificial intelligence technology with technical support providers.4.Short video platforms should continue to strengthen cooperation with content providers,strengthen user incentives and industry cooperation,and value feedback and interaction with content providers and users.5.The government should strengthen supervision and promote the standardized development of the short video industry in response to the weaknesses and shortcomings of the short video field. |
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