抖音的商業模式與平台發展策略

Abstract

抖音短影音平台，為字節跳動集團於2016年於中國市場推出之短影音應用程式，推出當時中國市場已存在許多短影音應用程式競爭者，如快手與美拍等，抖音以後進者之姿進入市場，並於後續短短幾年內獲得迅速成長。抖音由短影音內容開始發力，後續推出如直播、電商等功能，使平台逐步發展為中國市場內市占率最大、人均使用時間最長之短影音平台。為瞭解抖音由進入市場至今的經營策略轉變、其成功關鍵因素以及平台模式之發展，本研究以個案研究法探討抖音短影音平台。首先探討中國短影音產業之外部因素，並盤點抖音的核心資源與能力，以及其各年份之關鍵作為後，將抖音之發展區分為兩個階段，並分別針對兩階段分析抖音於各階段之經營策略、平台模式與商業模式轉變，並依據其所面對的未來挑戰給予未來經營上的建議。 經研究分析過後，本研究歸納得出抖音憑藉自身對於市場的深入研究，鎖定用戶痛點，以特殊定位切入短影音市場，並針對產品功能進行快速的優化，持續提升用戶使用體驗，培養用戶之黏著度之外同時拓展客群，並使平台之網路效應發揮效力。同時，抖音維持平台調整定位的彈性，使平台得以觸及到更多用戶群體，搶佔短影音市場中之市占率，並持續維持對用戶需求的敏感度，推出直播、電商等貼近用戶需求之功能，並持續拓展平台與用戶日常生活之關聯性。近幾年在電商的發展也由原先的興趣電商進一步強化為全域興趣電商，以滿足用戶全通路、全場景之消費需求。

Douyin, a short video platform launched by ByteDance in 2016. When it was introduced, the Chinese market already had several established competitors in the short video segment, such as Kuaishou and Meipai. Despite entering the market as a latecomer, Douyin experienced rapid growth within a few years. Starting with short video content, Douyin later introduced features like live streaming and e-commerce, gradually evolving into the largest short video platform in the Chinese market with the highest average user engagement time. To understand Douyin's strategic evolution from its market entry to the present, its key success factors, and the development of its platform model, this study adopts a case study approach. Initially, it examines the external factors affecting the Chinese short video industry, inventories Douyin's core resources and capabilities, and highlights its key actions over the years. The study divides Douyin's development into two phases: the Market Expansion Period (2016-2019) and the Diversified Development Period (2020-present). For each phase, it analyzes Douyin's business strategies, platform model, and commercial model transformations, providing future strategic recommendations based on the challenges the platform faces. The research concludes that Douyin's success can be attributed to its deep market understanding, targeting user pain points, and entering the short video market with a unique positioning. By rapidly optimizing product features, continually enhancing user experience, expanding its user base, and leveraging network effects, Douyin has been able to secure significant market share. Additionally, Douyin maintains flexibility in adjusting its platform positioning to reach a broader user base, constantly staying sensitive to user needs by launching features like live streaming and e-commerce, thereby integrating itself into users' daily lives. Recently, its e-commerce model has evolved from interest-based e-commerce to comprehensive interest-based e-commerce to meet users' omnichannel and omniscene consumption needs.