价值创造与价值捕获的割裂严重阻碍平台型商业模式的可持续发展,驱动两者协同发展的对齐机制成为关键的研究议题。本文立足内容平台商业化的特定情境,遵循“价值创造—价值捕获—协同演化”的逻辑主线,剖析小红书实践案例,创造性地引入“对齐”概念界定价值创造与价值捕获的关系,并归纳两者的跃迁路径与对齐机制。研究表明:内容平台价值创造与价值捕获的对齐经历各自跃迁和相互对齐两个阶段。首先,内容平台价值创造模式经过场景化、算法化的“软化”路径,从“功能主导”跃迁至“情感延伸”,价值捕获模式经过个性化、科学化的“硬化”路径,从“流量变现”跃迁至“能力盈利”。随后,内容平台利用算法赋能对齐过程,并指导后续转化实现价值创造与价值捕获的对齐。本研究旨在探索内容平台价值创造与价值捕获的相互关系机制,拓展算法驱动商业模式可持续发展相关研究。
“生意是生活的意义”吗?内容平台价值创造与价值捕获的对齐——小红书2013—2023年纵向案例研究
摘要
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引用本文
江积海, 庞瑶涵. “生意是生活的意义”吗?内容平台价值创造与价值捕获的对齐——小红书2013—2023年纵向案例研究[J]. 外国经济与管理, 2025, 47(9): 24-46.
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