价值创造视角下内容电商平台的成长路径：基于快手与小红书的案例研究

秘书 ›› 2022, Vol. 40 ›› Issue (4): 31-40.

价值创造视角下内容电商平台的成长路径：基于快手与小红书的案例研究

卞亦文，程文超，刘典

上海大学

出版日期:2022-07-15 发布日期:2022-09-14
作者简介:卞亦文，博士，上海大学悉尼工商学院教授。研究方向：平台运营与供应链管理。程文超，上海大学悉尼工商学院硕士研究生。研究方向：平台运营管理。刘典，上海大学悉尼工商学院讲师。研究方向：平台运营管理、工程管理。
基金资助:
国家自然科学基金重点项目“网络零售平台产品信息披露与运营管理决策理论与方法”（72031004）

The Growth Path of Content E-Commerce Platforms from the Perspective of Value Creation: A Case Study Based on Kuaishou and Xiaohongshu

BIAN Yiwen，CHENG Wenchao，LIU Dian

Online:2022-07-15 Published:2022-09-14

摘要/Abstract

摘要：

在传统电商流量需求和内容平台变现需求的双重驱动下，兼具社区和电商双重属性的内容电商成为新风口。然而，现有理论对于内容电商形成、发展过程的内在机理缺乏解释。以短视频平台快手和内容社区平台小红书为案例研究对象，基于价值创造、价值传递、价值获取构成的环状价值逻辑，对内容电商平台快手和小红书的成长路径进行分析，提炼出相应的管理启示，为新兴内容电商平台的成功发展提供参考和借鉴。

关键词: 内容电商平台, 价值创造, 成长路径, 快手, 小红书

Abstract:

Driven by the traffic demand of traditional e-commerce and the monetization demand content platform，content e-commerce with dual attributes of community and e-commerce has become a new outlet. However，the existing theories lack an explanation for the internal mechanism of the formation and development of content e-commerce. This paper takes the short video platform Kuaishou and the content community platform Xiaohongshu as the study cases, and analyzes their growth path evolution based on the circular value logic composed of value creation, value transmission，and value acquisition. We extract the corresponding management inspiration to provide a reference for the successful development of the emerging content e-commerce platform.

Key words: content e-commerce platform, value creation, growth path, Kuaishou, Xiaohongshu

卞亦文, 程文超, 刘典. 价值创造视角下内容电商平台的成长路径：基于快手与小红书的案例研究[J]. 秘书, 2022, 40(4): 31-40.

BIAN Yiwen, CHENG Wenchao, LIU Dian. The Growth Path of Content E-Commerce Platforms from the Perspective of Value Creation: A Case Study Based on Kuaishou and Xiaohongshu[J]. Secretary, 2022, 40(4): 31-40.