摘要
针对内容创业这一新兴而又特殊的创业模式,本文基于评价者视角,以5家“头部”内容创业企业为案例研究对象,运用扎根理论方法对其创业策略及合法性获取机制进行探索性研究。研究发现:内容创业企业在内容生产阶段主要采取形成精神认同和创新表达策略,在流量聚集阶段主要采取打造知名度和配方式传播策略,在商业变现阶段主要采取垂直聚合和IP品牌化策略;评价者利用主动或被动判断模式,从关系性、道德性、工具性视角进行合法性判断,创业策略能够有效促进合法性判断,抑制非法性判断,推动合法性获取。研究工作拓展了组织合法性领域评价者视角的应用场景,可对内容创业实践提供有益参考。
In order to explore the entrepreneurial strategy and legitimacy acquisition mechanism of content entrepreneurship,a new and special entrepreneurial model,this article makes a case study of five leading content start-ups from the perspective of evaluators.It is found that content start-ups mainly adopt the strategies of forming spiritual identification and innovative expression in the stage of content production,building popularity and distribution communication in the stage of traffic aggregation,and vertical aggregation and IP branding in the stage of commercial realization.Evaluators use the active or passive judgment mode to judge the legitimacy from the perspective of relationship,morality and instrumentality.Entrepreneurial strategies effectively promote legitimacy judgment and inhibit illegality judgment so as to ensure legitimacy acquisition.This work expands the application scene of the evaluator perspective in the field of organizational legitimacy and provides a useful reference for content entrepreneurship practices.
作者
李林凤
刘美琪
LI Lin-feng;LIU Mei-qi(Business School,Hunan Agricultural University,Changsha 410128,China)
出处
《管理案例研究与评论》
CSSCI
北大核心
2022年第5期547-562,共16页
Journal of Management Case Studies
基金
湖南省哲学社会科学基金项目“共享单车的政府监管模式与运营绩效评估研究”(18YBQ070)
国家自然科学基金资助项目“共享单车必定‘一管就死’吗?基于出行大数据的准自然实验证据”(72004062)
湖南农业大学研究生科研创新项目“新媒体农业文化创意企业合法性获取机制研究”(2022XC041)
湖南省研究生科研创新项目“新媒体农业文化创意企业合法性获取机制研究”(CX20220680)。
关键词
内容创业
创业策略
合法性判断
合法性获取
多案例研究
content entrepreneurship
entrepreneurial strategy
legitimacy judgment
legitimacy acquisition
multi-case study
