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论文编号：	12280
作者编号：	2320180601
上传时间：	2021/3/3 18:06:43
中文题目：	MVT公司商业模式研究
英文题目：	Research on Business Model of MVT
指导老师：	胡望斌
中文关键字：	短视频；商业模式；商业模式画布
英文关键字：	Short Video；Business Model；Business Model Canvas
中文摘要：	随着移动通讯技术的高速发展，中国移动短视频行业跟随着 4G 时代一路发 展起来。仅十年时间中国移动短视频行业从起初的谨慎尝试到现在的风起云涌、 大胆创新，吸引各企业不断涉足与发展，正如肥沃的土壤结出丰硕的果实一样， 在中国移动短视频行业发展的企业可谓是遍地开花，各企业都在不停地抢占市 场，争夺大众的碎片化时间。移动短视频行业作为曾经的新兴行业，目前已经 进入行业发展的壮年期，当前移动短视频平台企业的发展，在5G时代来临之际， 仍然充满着无限的可能。 本文以商业模式画布为研究工具，对中国移动短视频行业平台企业 MVT 公 司进行商业模式分析。研究发现当前 MVT 公司存在产品同质化严重、关键业务 单一、缺乏关键领域的重要合作等问题。MVT 公司应该注重帮扶内容生产者生 产高质量的短视频内容，同时应当增强企业核心资源帮助广告主监控广告投放 效果并及时反馈，增加广告主在平台投放广告的黏性，实现多方利益的共赢。 公司应该根据时代发展及用户需求，关注老龄用户人群，同时拓展游戏以及影 视方面的重要合作，增加企业竞争力，降低企业竞争风险，增强竞争优势。在 渠道通路方面，公司应该提供多种渠道通路，增加与用户接触的概率，提高接 触频率，积极的传递企业的价值主张，通过商业模式优化实现平台用户的从“流” 到“留”。为了保障商业模式的开展与优化，公司应该重视品牌定位，抢占用 户心智，多渠道广泛获取海量用户形成更大的流量池，注重提升平台短视频内 容的质量。在企业内部管理模式方面，可以通过公开高层的工作目标，招募符 合企业价值观的员工，让员工自驱力成为企业内部发展的燃油，助力企业蓬勃 发展。MVT 公司作为中国移动短视频行业生态系统中的平台企业，可以纵向整 合价值链上下游企业，降低企业的运营成本，实现利益的最大化。同时企业可 以横向兼并有潜力的平台公司，削弱竞争对手的威胁，降低企业风险，多平台 合作可以产生协同效应，实现信息共享。
英文摘要：	With the rapid development of mobile communication technology, China's mobile short video industry has been developing along with the 4G era. Only ten years from the first time China mobile short video industry, bold innovation, carefully try to come to attract companies involved and the development unceasingly, as fertile soil bear rich fruit, short video industry in the development of enterprises in China mobile is blossoming, companies are constantly preempted market, for the mass fragmentation of the time. The mobile short video industry, once an emerging industry, has entered the prime period of industry development. The development of the current mobile short video platform enterprises is still full of infinite possibilities in the advent of 5G era. This article takes business model canvas as the research tool to analyze the business model of China mobile short video industry platform enterprise MVT Company. The study found that MVT Company has serious product homogeneity, single key business, lack of important cooperation in key areas and other problems. MVT Company should pay attention to helping content producers to produce high-quality short video content, and at the same time should enhance the core resources of the enterprise to help advertisers to monitor the effect of advertising and give timely feedback, so as to increase the stickiness of advertisers on the platform and achieve a win-win situation of multiple interests. According to the development of The Times and the needs of users, the company should pay attention to the elderly user group, and at the same time expand important cooperation in games and film and television, so as to increase the competitiveness of the enterprise, reduce its competitive risks and enhance its competitive advantages. In terms of channels and channels, the company should provide a variety of channels and channels to increase the probability and frequency of contact with users, actively convey the enterprise's value proposition, and realize the "flow" to "stay" of platform users through business model optimization. In order to ensure the development and optimization of thebusiness model, the company should attach importance to brand positioning, seize the minds of users, obtain a large number of users from multiple channels and form a larger traffic pool, and pay attention to improving the quality of short video content on the platform. In terms of the internal management mode of the enterprise, it is possible to recruit employees in line with the values of the enterprise by publicizing the work objectives of the senior management, so that the self-drive of employees can become the fuel for the internal development of the enterprise and help the enterprise flourish. As a platform enterprise in the ecosystem of China's mobile short video industry, MVT Company can vertically integrate the upstream and downstream enterprises of the value chain, reduce their operating costs and maximize their benefits. At the same time, enterprises can acquire potential platform companies horizontally to weaken the threat of competitors and reduce enterprise risks. Multi-platform cooperation can produce synergies and realize information sharing.
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