张鲜华;李奇;

• 1:兰州财经大学会计学院
•  

摘要(Abstract)：

网络音频行业因能够满足用户“碎片化学习+陪伴感满足”的需求而迅速发展。当前虽已形成以用户付费和打赏、广告营销及硬件销售为核心的变现模式，却一直未能实现盈利。依托多边商业模式平台价值共创模型，以三家网络音频头部平台喜马拉雅、荔枝和蜻蜓FM为案例，从价值共创的五个动态维度展开对比分析。结果表明，三家平台的商业模式存在共性问题：(1)价值主张的同质化导致内容生产的同质化；(2)对特定共创方的过度依赖降低了平台价值交付中的锁定效应；(3)始终未能形成在成本和收益间取得平衡的价值创造模式；(4)在得到价值网络供养的同时，也受其束缚；(5)未能形成保障参与共创各方利益的价值获取机制。基于结果提出，网络音频平台需打造优质内容产品、拓展应用场景、形成完整产业链，实现合作共赢，探寻更为清晰的价值主张、价值共创逻辑及其模式，通过创新商业模式塑造价值共创生态系统属性，从而使共创各方实现获利性增长。

关键词(KeyWords)： 价值共创;商业模式创新;网络音频平台

基金项目(Foundation):

作者(Authors): 张鲜华;李奇;

DOI: 10.19473/j.cnki.1008-4940.2022.03.001

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