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论文编号：	11884
作者编号：	2120182987
上传时间：	2020/6/23 14:15:55
中文题目：	如何驱动并强化内容平台的网络效应? ——基于内容数量与内容质量视角的案例研究
英文题目：	How to drive and strengthen the network effect of content platforms? ——Case study based on the perspective of content quantity and content quality
指导老师：	任星耀
中文关键字：	网络效应;内容数量;内容质量;内容平台;平台策略
英文关键字：	Network effect; Content Quantity; Content Quality; Content Platform; Platform Strategy
中文摘要：	通信技术的发展使得全球的商业格局正在发生巨大的变化，平台企业正在 占据市场的大部分份额。近年来，内容平台，如Y ouTube、抖音、微博等平台正 在迅速崛起。早在2006年，YouTube就能够提供超过1亿个视频;截至2020年1 月，抖音国内日活跃用户数突破4亿，快手日活超过3亿。平台双边/多边用户群 体之间的相互依赖，使得用户加入平台的效用取决于该平台其他用户，即网络 效应。平台的网络效应对平台的发展至关重要。正面的网络效应会促使平台实 现爆炸式的增长，产生“赢者通吃”的市场现象;但负面的网络效应也会使得平台 产生螺旋式的毁灭。 目前，已经有学者指出数量能够正面影响网络效应，但有学者指出数量可能 负面影响网络效应，甚至无影响。并且有研究认为质量也会对网络效应产生重 要影响，但对质量的研究大部分还处于理论探讨阶段，缺乏实证检验。数量和 质量影响网络效应的内在机制也都处于理论探讨阶段。同时，平台策略对平台 的内容数量与内容数量起着重要作用。但之前对于平台策略影响的研究往往局 限于某一类策略或平台发展某个时间点的策略，平台在不同动态发展阶段应该 采用何种策略还未可知。 因此，本文以内容平台的典型案例为研究对象，探讨在不同的平台发展阶段， 内容数量和内容质量如何驱动并强化内容平台网络效应。本文将平台的发展阶 段分为了早期市场阶段(利基市场)和主流市场阶段(主流市场)，通过内容 范畴、内容类型两个维度衡量内容数量，通过内容丰富性、内容关联性、内容 可信度三个维度衡量内容质量。本案例研究过程的每一步都依据多种数据来源 和观点进行三角检验。本文的二手资料包括:抖音公开的用户数据(日活跃用 户度、用户日使用时长等)、公开的抖音规则、公开二手访谈资料等。一手资 料来源于对平台内部员工、平台使用用户的半结构化深度访谈。访谈对象包括 平台内部员工、个人用户和组织用户，共 23 名，每人平均时间为 30 分钟左右。 研究结果显示，在平台的不同发展阶段，平台的内容数量和内容质量都促 发并强化了网络效应。在平台的早期市场阶段，内容数量影响网络效应的内在 机制为用户期望，内容质量影响网络效应的内在机制为使用价值(自我表达、 娱乐价值)和交换价值(信息价值、社交价值)。在平台的主流市场阶段，内 容数量影响网络效应的内在机制为社会影响，内容质量影响网络效应的内在机 制为使用价值(自我表达、娱乐价值)和交换价值(信息价值、社交价值、经 济价值)。平台主要通过不同的平台设计、平台匹配、平台治理策略来影响内 容数量与内容质量。
英文摘要：	The development of communication technology has caused a huge change in the global business landscape, and platform companies are occupying the majority of the market. In recent years, content platforms such as YouTube, Douyin, and Weibo have been rapidly rising. As early as 2006, YouTube was able to provide more than 100 million videos; as of January 2020, the number of daily active users in Douyin exceeded 400 million, and the number of fast-lived users exceeded 300 million. The interdependence between the two-sided and multi-sided user groups of the platform makes the utility of users joining the platform depend on other users of the platform, namely the Network Effect. The network effect of the platform is very important for the development of the platform. Positive network effects will cause the platform to achieve explosive growth, resulting in a "winner-take-all" market phenomenon; but negative network effects will also cause the platform to spirally destroy. At present, some scholars have pointed out that quantity can positively affect network effects, but some scholars have pointed out that quantity may negatively affect network effects or even have no effect. And some studies have argued that quality also has an important impact on network effects, but most of the research on quality is still in the theoretical research stage and lacks empirical evidence. The internal mechanisms by which quantity and quality affect network effects are also at the theoretical stage. At the same time, the platform strategy plays an important role in the content quantity and quantity of the platform. However, previous research on the impact of the platform strategy is often limited to a certain type of strategy or a strategy at a certain point in the development of the platform. It is not known what kind of strategy the platform should adopt in the different dynamic development stage. Therefore, taking the typical case among content platforms as the research object, this article discusses how the content quantity and content quality drive and strengthen the content platform’s network effect in different stages of platform development. This article divides the development stage of the platform into an early market stage (niche market) and a mainstream market stage (mainstream market). The content quantity is measured by two dimensions: content scope and content type. Three dimensions, that is content richness, content relevance, and content credibility, measure content quality. Each step of the case study process is based on a variety of data sources and opinions for triangle verification. The secondary information in this article includes: Douyin's public user data (daily active users, user daily usage time, etc.), Douyin’s public rules, and public secondary interview data. First-hand information comes from semi-structured in-depth interviews with employees and users of the platform. The interviewees included 23 employees, individual users and organizational users, with an average time of 30 minutes for each person. The research results show that at different stages of the development of the platform, the quantity of content and the quality of the platform both promote and strengthen the network effect. In the early market stage of the platform, the internal mechanism that content quantity affects network effects is user expectations, and the internal mechanism that content quality affects network effects is use value (self-expression, entertainment value)and exchange value (information value, social value). In the mainstream market stage of the platform, the internal mechanism that the quantity of content affects the network effect is social impact, and the internal mechanism that the content quality affects the network effect is use value (self-expression, entertainment value) and exchange value (information value, social value, economic value). The platform mainly affects the content quantity and content quality through different platform design, platform matching, and platform governance strategies.
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