本文選題：雙邊平臺 + 自我參與��； 參考：《管理案例研究與評論》2017年04期

【摘要】：直播平臺的發(fā)展打破了信息傳播的空間、時間限制,致使營銷模式、商業(yè)模式發(fā)生了極大的變革。作為撮合信息內(nèi)容生產(chǎn)者與消費者的雙邊平臺,直播平臺具有極高的信息價值、社交價值和經(jīng)濟價值,而這種價值的實現(xiàn)則以內(nèi)容生產(chǎn)者不斷參與內(nèi)容貢獻為前提、以內(nèi)容接受者持續(xù)關注、互動并購買為目標。由此,本文提出了吸引內(nèi)容生產(chǎn)者的自我參與機制與鎖定內(nèi)容消費者的社群建設機制。并通過對游戲直播平臺(Twitch)與電商直播平臺(淘寶直播)的案例具體分析了上述兩種機制的建立與作用。
[Abstract]:The development of live broadcast platform breaks the space and time limit of information dissemination, which results in a great change in marketing mode and business model. As a bilateral platform for bringing together producers and consumers of information content, live broadcast platforms have extremely high information value, social value and economic value, and the realization of this value is based on the constant participation of content producers in the contribution of content. Target content recipients for continuous attention, interaction, and purchase. Therefore, this paper proposes a self-participation mechanism to attract content producers and a community building mechanism to lock in content consumers. The establishment and function of the above two mechanisms are analyzed in detail by the cases of game direct broadcast platform Twitter and Taobao live broadcast platform.
【作者單位】： 北京大學光華管理學院;
【基金】：國家自然科學基金項目(71272006)
【分類號】：F49
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本文編號：2030712