Research On Business Model Of Short Video Platform Based On Inclusive Innovation

With the continuous development and promotion of digital technology and the rapid development of the digital economy,the short video platform industry has emerged in response to the current situation.Various platforms such as e-commerce star shopping,online quality education,games,and film and television media have constantly emerged.After nearly a decade of development,the short video platform industry has entered a mature state.The internal and external regulatory systems in the industry have kept pace with the times,and the market pattern and development model have gradually stabilized.In recent years,the "fire" in the short video platform industry has been attributed to its characteristics of "short,small,flat,and fast",low requirements for entering the industry,and strong social and cultural attributes,making this popular form of entertainment more attractive and suitable for public participation,enabling it to obtain stronger communication strength and faster transmission speed,with strong user stickiness and a broad and deep mass base.The short video industry is developing in full swing,short video platform enterprise business models have also become the focus and hotspot of industry research.In addition,the traditional business model of platform enterprises,which has been broken,plays a key role in the construction process of inclusive markets.This paper takes the short video platform industry giant Kwai Company as the carrier,and uses the four perspectives of “value proposition,value creation,value communication,and value acquisition ” to deeply study the operating mechanism of the short video platform business model.Through open coding,case studies and other methods,this paper explores the mechanism of its inclusive innovation,and draws inspiration from these four dimensions for the innovation path of short video platform enterprises’ business model.The research shows that: from the perspective of value proposition,the Kwai platform causes emotional resonance of users through its core values,shortens the distance between users,and uses its core resources to meet the core needs of the bop crowd;Enterprises also explore new markets through inclusive innovation,strengthen their competitive advantages,and achieve win-win cooperation.The platform undertakes economic and social responsibilities through the value transmission process,creating economic and social value for users.Finally,it deeply explores the commercial potential of the bop population,optimizes the cost structure,and enables the platform to obtain income while the bop population can also obtain economic returns,achieving inclusive innovation.This article enriches the research content of the business model in the short video platform industry,and also brings beneficial enlightenment to the practical field,including enhancing user stickiness based on the core concepts of enterprises,emphasizing customer relationships,and establishing long-term competitive advantages based on their own advantageous resources.