The Research On Commercial Ecological Operation Of Kwai Short Video App

Internet information technology has become an important part of people’s daily life,work and study,and also makes intelligent terminal devices become the main way for Internet users to use the Internet.Therefore,Kwai,a new form of media,came into being.Short video with the main record of "record and share" talent shows itself from numerous short videos of self-media.This paper is about the research of commercial ecological operation around Kwai short video.In terms of academic value,this paper aims to fill the research gap in the commercial ecological operation of short video.Kwai,a short case of video,is analyzed in this paper.Through the literature research,questionnaire survey,case analysis and experience summarization,the commercial ecological operation of Kwai short video is studied in detail.The information dissemination properties of short video such as short hand video and short hand video are deeply explored.The reasons for the widespread dissemination of short video under the support of information technology are analyzed,and the needs of the audience are quantified.Watching psychology and the communication characteristics of short videos.Through case characterization to find the development mode of the commercial ecological operation of the whole mobile short video,in order to provide new ideas for the development of the whole short video market.Around the purpose and intention of the research,this study combines many research methods,absorbs the research experience of domestic and foreign scholars,and with the help of the classical theory of commercial ecosystem,conducts in-depth research on the current situation of the commercialization of Kwai short video.Kwai reveals the history of the fast short video development,then describes the propagation mode and unique characteristics of the short hand video,and explains the contents of the short hand video quickly,and studies the fast development motivation of the short hand video.After describing the current situation of Kwai,the article analyzes the current situation of the short video industry from a macro perspective.Finally,we will analyze the operation mode of Kwai short video business ecosystem.From the micro and macro analysis of Kwai and other internal and external situations,the article takes a case of short hand video as a case to conduct a series of studies,pointing out the current situation of the commercialization of short hand video commercialization,and analyzing the three progressive dimensions of value proposition,value creation and value realization,and discusses how to maximize the value by using the 4P3 S framework of business ecosystem.In the process of commercialization,Kwai takes customer needs as the starting point,pays attention to enhancing user stickiness,continuously creates "grassroots social interaction" and strengthens the business ecological model of "community ecology".Analyzing how to re-adjust the internal organizational structure of commercial management in the case of fierce market competition,and on the basis of structural adjustment,focusing on the core value of the platform’s product service capabilities,creating a new big data platform to meet user needs.Finally,through the case study of Kwai short video and the comparative analysis with competing products,the effective ways and countermeasures of short video commercial ecologicalization operation are summarized.It is hoped that this research can provide beneficial help for the development of emerging short video business forms.