How Can Digital Content Platforms Achieve Con-text-based Business Model Innovation:An Exploratory Single Case Study Based on Resource-focused Action Perspective
Accompanied by the gradual maturation of new tech-nologies such as big data and artificial intelligence,the application scenarios of digital intelligence technology continue to expand,and digital content consumption has become the mainstream of con-sumption.The digital content platform,which constitutes the basic element of the digital content industry,has flourished.In this con-text,enterprise innovation practices are continuously injected with new context-based business model innovation,and context-driven innovation has formed a huge impact on the original business model.Digital content platform,supported by digital intelligence technology,builds a comprehensive user profile,realizes accurate push based on big data algorithms,and carries out the organic col-location of different types of consumption,life and other scenarios with"story","emotion"and"temperature"."temperature"organic patchwork combination,conveyed to the'may be interested'in the relevant users,to the context-based context configuration reconfig-uration,innovation business model,in the process of context-based business model innovation to build a new ecology of scenario-based consumption.It is a continuous context-based business model inno-vation process for digital content platforms.The academic community has affirmed that context-based business model innovation can empower enterprises to realize value creation,but the research on context-based business model innovation is still in its infancy,and the logical relationship between the realization process and the mechanism is still unclear.In the context of the booming development of digital content industry and the gradual embedding of scenario-based elements into digital content plat-forms,there is still a lack of research on the realization path of con-text-based business model innovation for digital content platform enterprises based on the perspective of resource action.In brief,the contextualization of business model has become a new paradigm and path for business model innovation,but its process mechanism still needs further exploration.This paper,based on the resource action perspective,selects Douyin as a case study to inves-tigate how digital content platforms achieve context-based business model innovation.This paper follows the logical chain of"con-textual issue identification-resource action adoption-action result presentation"to analyze the mechanism of context-based business model innovation in digital content platforms through the use of exploratory single case study method.The study found that:① In-sight into and fulfillment of multiple user needs based on complex contextual issues is the starting point for digital content platforms to realize context-based business model innovation.② Adopting resource actions adapted to complex contextual issues is key for digital content platforms to achieve context-based business model innovation.③ Along with the changes of complex contextual is-sues,the context-based business model innovation of digital content platforms shows the continuous evolution of the innovation process of"entrepreneurial survival type → market expansion type → con-text synergy type".The digital content platform,by closely focusing on digital content and supported by context-based business model attributes,takes resource actions to adapt to different complex contextual issues,adjusts the dominant type of value proposition,drives enterprises to update the way of value creation,delivery and acquisition to form a business model architecture system adapted to the development,and promotes the business model to continuously embed the user demand scenarios to meet the diversified needs of users,and ultimately presents the context-based business model innovation process of"entrepreneurial survival type → market expansion type → context synergy type"is constantly updated and iterated.This finding opens the black box for digital content plat-forms to realize context-based business model innovation,enriches the process research on business model context-based innovation,expands the theoretical boundaries of resource action,and is of great significance in promoting digital content platforms to enhance their competitive advantages with the help of context-based busi-ness model innovation.This paper has significant theoretical value and practical signifi-cance,and its potential marginal innovations are reflected in the following three aspects:Firstly,this paper follows the logical chain of"context problem identification-resource action adoption-action result presentation",summarizes the evolution process model of con-text-based business model innovation for digital content platforms,and responds to the core issue of how digital content platforms realize context-based business model innovation.It responds to the call of scholars such as Jiang Jihai to deepen the research on the process mechanism of context-based business model innovation for different research objects,and bridges the gap of current research with the specific context of digital content platforms realizing con-text-based business model innovation.Secondly,this paper deep-ens the research on the process of context-based business model innovation and opens the black box of the process of digital content platform realizing business model context-based innovation.On the basis of existing research,this paper reveals the process mech-anism of digital content platforms realizing context-based business model innovation by building differentiated digital content scenes,enriching social interaction scenes,and constructing multi-service synergy scenes,which expands the research on the realization pro-cess of context-based business model innovation.Thirdly,based on the perspective of resource action,this paper analyzes the dynamic evolution process of key resource action of digital content platform in the context-based business model innovation,expands the theo-retical boundaries of resource action,and enhances the explanatory power of resource action theory in the context-based business model innovation.In the future,the research can be deepened from the following two aspects.On the one hand,this paper mainly researches the realiza-tion mechanism of context-based business model innovation of dig-ital content platforms through exploratory single-case study,how-ever,this research method focuses on the completeness and depth of the analysis process,and lacks of comparison,which can be further verified and solved in the subsequent research by attempting to car-ry out multiple case studies.On the other hand,the theoretical mod-el constructed in this paper lacks quantitative research,which can be combined with fsQCA or big data statistical empirical evidence to further improve the accuracy and universality of the research conclusions.
Digital Content PlatformContext-based Business Model InnovationResource ActionRealization MechanismCase Study
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