Research On Business Model Innovation Of Weibo Based On System Dynamics

In recent years,short video application market develops sharply.Internet users popularly use the short video platform to release contents.Platforms such as Douyin and Kuaishou,which are convenient for users to browse video content in mobile scene and short time entertainment,are favored by the majority of mobile internet users,and more and more brands are also associated with the users to transfer their advertising platform.The rise of short videos has squeezed the market of Weibo,which is also riding the internet wave,and short videos has gradually taken up more of users’ entertainment time.Business model is the key for enterprises to create and realize value.In the context of the development market being occupied,it is of vital importance to explore the key measures of Weibo business model innovation for its development in the current environment of fierce competition.From the perspective of business model elements,this paper conducts theoretical research on Weibo business model innovation,focusing on analyzing the current business model followed by Weibo.Based on the theory of system dynamics,with the help of Vensim PLE,the paper constructs the causal relationship diagram of Weibo business model innovation,and analyzes the main feedback loop in the causal relationship diagram.On this basis,the paper further establishes the stock flow chart of Weibo business model innovation.By improving the system dynamics model,the factors that drive the innovation of Weibo business model are obtained.With the help of system dynamics model analysis,this paper finds Weibo business model innovation system is a system composed of several elements,which are interrelated and mutually causal,and jointly build a complete and independent business model innovation architecture.After the description and quantitative analysis of weibo business model innovation through the four subsystems of value proposition,value creation,value delivery and value acquisition,the research finds the proportion of R&D investment,coefficient of financial support and content quality of partners in the value creation subsystem,the contribution of individual advertiser in the value acquisition subsystem drive the innovation of Weibo business model.Finally,based on the current development status of Weibo,this paper proposes that Weibo should optimize its business model by appropriately increasing the proportion of R&D investment,continuously promoting the strategic process of video,deepening the layout of diversified content ecology and gently laying out new revenue growth businesses.