A Preliminary Study on the Revenue Model of Rural Short-Form Videos from the Value Co-Creation Perspective
Year: 2025
Type: article
Abstract: 短视频产业的迅速下沉带来了以乡村内容为主的短视频火热，资本投入、政策扶持、博主的大量涌入进一步加速了乡村短视频发展的产业化进程。党的十九大以来，随着乡村振兴战略的提出，乡村短视频产业的发展带动了整个乡村经济的发展更加充满活力。乡村短视频产业的健康发展离不开有效的盈利模式支持，就目前来看，如何利用乡村地域生产空间的优势开发更多盈利模式成为未来乡村短视频产业发展的关键，也是实现乡村振兴的全新机遇。基于以上背景，本文从价值共创的视角出发，在对乡村短视频现有盈利模式和变现渠道进行分析的基础上，构建了乡村短视频盈利模式的三维体系：线上(内容驱动)–线下(IP衍生)–线上线下相整合(数实融合)。同时在参考这个体系的基础上对现阶段乡村短视频盈利模式的整体状况和存在的问题进行了分析，并提出了一些优化建议，以期实现对未来乡村短视频盈利模式发展创新的可能。The rapid expansion of short video platforms into rural areas has fueled the popularity of rural-themed content, with capital investments, policy support, and an influx of content creators accelerating the industrialization of rural short video production. Since the 19th National Congress of the Communist Party of China, the rural revitalization strategy has injected new vitality into rural economic development through the growth of this emerging industry. However, sustainable development of rural short video ecosystems hinges on effective profit models. Leveraging the productive advantages of rural spaces to diversify monetization approaches has become pivotal for future industrial advancement and represents a novel opportunity for rural revitalization. From a value co-creation perspective, this study constructs a three-dimensional monetization framework for rural short videos: online (content-driven)-offline (IP-derived)-integrated online-offline (digital-real synergy). Through analyzing existing profit models and monetization channels, the paper examines current operational challenges and proposes optimization strategies to inform innovative pathways for industrial development. This tripartite model aims to reconcile commercial sustainability with rural socioeconomic transformation.
Source: E-Commerce Letters
Author: 杰 周
Institution: Guizhou University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411185126