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论文编号：	15928
作者编号：	2320213520
上传时间：	2025/12/15 17:02:40
中文题目：	字节跳动今日头条业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Bytedance''s Toutiao Business
指导老师：	任兵
中文关键字：	集中差异化；内容推荐；信息聚合
英文关键字：	Focus Differentiation；Content Recommendation；Market Positioning
中文摘要：	5G、AIGC技术不断更新促进各行业发展，新闻资讯平台进入互相竞争剩余用户阶段。但行业规模增长的同时短视频平台崛起，逐渐挤压用户阅读文字时长、资讯类平台内容同质化等问题凸显。作为字节跳动旗下的核心业务，今日头条虽拥有庞大的用户基础，面临着差异化优势弱化、核心用户聚焦不足、收入结构单一等现实困境，如何通过可行的竞争战略突破发展瓶颈，构成本研究的核心。 本研究严格按照提出、分析、解决问题的逻辑框架，运用多种理论与方法展开分析：首先使用PEST模型剖析外部环境，明确政策监管趋严的现实环境、用户对内容质量的要求逐渐增强、技术革新带来的产业变革；通过波特五力模型评估产业竞争格局，分析不同竞品对平台的影响。其次通过SWOT分析法明确平台核心优势与劣势，依靠价值链理论拆解内容生产、分发、服务全链路的价值创造空间。然后对比竞争战略理论的三种战略的可行性，结合平台愿景与战略目标，最终锁定集中差异化战略方向。过程中通过文献搭建理论框架，案例分析借鉴行业经验，定量分析提供实证支撑，确保结论的科学性与可靠性。 研究表明，今日头条业务通过集中差异化战略实现破局，核心聚焦用户挖掘，围绕其深度信息获取、场景化需求匹配核心诉求构建价值体系；并通过三大关键路径落地：技术端升级多模态推荐算法，新增职业标签，提升内容与用户需求的匹配精度；内容端构建科技、财经、职场技能垂直领域优质生态，引入独家内容，强化高质量供给能力；商业端拓展内容与服务多元变现模式，降低对单一收入的依赖。同时配套完善保障体系，包括资金端优化资源配置，定向倾斜垂直领域投入、人才端强化核心团队建设，确保战略有效落地。研究核心启示在于内容分发平台可以通过聚焦核心资源，规避分散风险，构建差异化壁垒最终形成不可替代的优势。
英文摘要：	The continuous updates of 5G and AIGC technologies have promoted the development of various industries, and news and information platforms have entered a stage of competing for the remaining users. However, while the industry scale is growing, short-video platforms are rising, gradually squeezing the time users spend reading text, and the problem of content homogenization in information platforms is becoming prominent. As a core business of ByteDance, Toutiao, despite having a large user base, is facing real difficulties such as weakened differentiation advantages, insufficient focus on core users, and a single revenue structure. How to break through the development bottleneck through feasible competitive strategies constitutes the core of this study. This study strictly follows the logical framework of proposing, analyzing, and solving problems, and uses multiple theories and methods for analysis: Firstly, the PEST model is used to analyze the external environment, clarifying the increasingly strict policy supervision, the gradually increasing user requirements for content quality, and the industrial changes brought about by technological innovation; the Porter's Five Forces model is used to assess the industrial competition pattern and analyze the impact of different competitors on the platform. Secondly, the SWOT analysis method is used to identify the core advantages and disadvantages of the platform, and the value creation space of the entire chain of content production, distribution, and service is decomposed based on the value chain theory. Then, the feasibility of the three competitive strategies is compared, and combined with the platform's vision and strategic goals, the concentrated differentiation strategy direction is ultimately determined. During the process, theoretical frameworks are built through literature, industry experience is borrowed through case analysis, and quantitative analysis provides empirical support to ensure the scientificity and reliability of the conclusion. The research shows that Toutiao's business can break through the deadlock through the concentrated differentiation strategy, focusing on user mining, and building a value system around the core demands of in-depth information acquisition and scenario-based demand matching. This is achieved through three key paths: upgrading the multimodal recommendation algorithm on the technology side, adding professional tags, and improving the matching accuracy between content and user needs; building a high-quality ecosystem in vertical fields such as science and technology, finance, and workplace skills on the content side, introducing exclusive content, and strengthening the ability to supply high-quality content; expanding multiple monetization models for content and services on the business side, and reducing dependence on a single revenue source. At the same time, a complete guarantee system is provided, including optimizing resource allocation on the capital side, tilting towards vertical field investment, and strengthening the construction of the core team on the talent side to ensure the effective implementation of the strategy. The core inspiration of the research lies in that content distribution platforms can avoid the risk of dispersion by focusing on core resources, build a differentiation barrier, and ultimately form an irreplaceable advantage.
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