平台激励计划重塑内容创业的路径研究

——以快手、B站等网络平台为例

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中图分类号：F279.1；F49 文献标识码：A doi：10.3969/j.issn.1672-2272.202511092

Research on the Remodeling of Content Entrepreneurship Paths by Platform Incentive Programs： A Case Study of Online Platforms Such as Kuaishou and Bilibili

Zhao Yanshan （Guangdong University of Foreign Studies，Guangzhou 5lO42o，China）

Abstract：Under the Web3.O context，the structure of content production has undergone significant transformation，leading online platforms to shift their creator incentive strategies from trafic competition to ecosystem building. This study examined platforms such as Kuaishou and Bilibili，analyzing strategic shifts in three dimensions：incentive targets，content，and methods. We employed a casebased analytical approach to track the evolution of incentive mechanisms and their underlying logic. Our analysis revealed that incentive targets have shifted from grassroots creators to MCN-affiliated creators，and further to core asset-based creators，reflecting a transition from loose affiliations to deep integration between creators and platforms.In terms of content，platforms adopted a dual-coding strategy combining vertical specialization and policy alignment-enhancing user stickiness through segmented content while integrating policy guidance to fulfillsocial responsibilities.Regarding methods，incentives evolved from simple traffic subsidies to diversified ecological supports，indicating a shift in content production standards from quantitative expansion to qualitative improvement. This research highlights the cultural governance logic of platforms and the interaction between market forces and state influence. It contributes a new perspective on digital cultural production and outlines a progressive value transition from“trafic value”to“ecological value”and further to“social value，”offering strategic insights for creators and platform sustainability in the Web3.0 era.

Keywords： network platform; incentive plan; cultural production; cultural governance

0 引言

截至2025年6月，我国网民规模达11.23亿人，互联网普及率 79.7% ，较2024年底提升1.1个百分点[1]。（剩余14221字）