中央财经大学欧阳日辉:短视频直播与中小企业一起成长

来源:中国新闻网      日期:03-26 20:39     浏览数:7739次
中央财经大学欧阳日辉:短视频直播与中小企业一起成长

“抗击疫情给了短视频直播平台一个发展的机遇,中小企业也通过短视频和网络直播拓展了发展空间。” 在3月26日举行的“直播与中小企业发展”线上研讨会上,中央财经大学中国互联网经济研究院副院长欧阳日辉阐述了短视频和网络直播与中小微企业的相互促进,互相发展成长的关系。

在欧阳日辉看来,短视频和网络直播处于不断成长的过程,虽然体量很大了,但从商业模式和盈利模式等视角来看,还是处于一个“小微企业”的阶段。

不过,通过本次疫情期间的表现来看,两者的相互作用更加鲜明地表现出来。欧阳日辉指出,抗击疫情过程中,短视频和网络直播在中小微企业产品销售、企业用工、资金需求、原材料供应四个方面发挥了作用。

“在抗击疫情过程中,短视频和直播平台积极为抗击疫情做贡献,彰显了平台的经济价值、社会价值和公益属性,改变了公众对这个行业的刻板印象,一些平台也在这个过程中调整自己的战略方向。”欧阳日辉说。

欧阳日辉同时谈到了短视频和网络直播的作用机制,即信息传递、获取和接收的改变和创新。短视频和移动直播是基于场景的传播,创新了信息的呈现方式,具有信息普惠的价值和正外部性,推动中小微企业探索新的营销方式、生产经营方式和管理模式。与此同时,以抗击疫情为契机,平台积极和外部各方合作,形成合规有序、合作共赢的协同成长生态,成为线上众创空间,推动众创经济发展。

正如欧阳日辉所说,短视频和直播还要平衡商业化与娱乐化、利己与利他的关系。抖音短视频,一个旨在帮助大众用户表达自我,记录美好生活的短视频分享平台。疫情之前,短视频和直播平台与电竞、综艺、文化、旅游、教育等第三产业相结合;疫情之中,短视频和直播平台加强了与农业、工业、小微企业的结合,努力构建多元化、差异化、高品质的直播生态体系,赋能小微企业发展,探索新的战略和商业模式。

“短视频和网络直播的作用不仅仅是销售端,要从销售端渗透到生产端、流通端和供应链,为行业和企业赋能、赋智。”欧阳日辉认为,平台要有利他主义的情怀,未来,短视频和网络直播将加速覆盖各行业各领域、中小企业发展的各个环节,助力疫情期间出现的新业态成为中小企业的常用模式,打造整个业态的健康生态,相互成就,才是长久之计。

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