Research on Business Model Innovation of Short Video Enterprises from the Perspective of Community Economy—Taking “Douyin” as an Example

Abstract

To provide business model for short video company management innovation to provide enlightenment, this paper respectively from the internal and external environment, community analysis, value proposition, business systems, profit model, to analyze the short video enterprise business model transformation, and select "Douyin short video" as an example, studies its business model iterative logic. Research shows that policy regulation has a significant impact on business models; Enterprises should balance the degree between commercialization and user experience to improve long-term loyalty; In the age of community economy, enterprises should attach importance to the value creation of users. The uniqueness of this paper lies in the innovative combination of community economic perspective and iceberg dynamic feedback model to analyze the change of business model. Keywords—community economy, short video, business model, iceberg dynamic feedback model, Douyin