管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (6): 263-275.

• 案例研究 • 上一篇    

内容平台资源优势与排他性构建：基于哔哩哔哩的案例研究

王子一1, 钱金芳2, 崔淼1   

  1. 1. 大连理工大学经济管理学院, 大连 116024;
    2. 大连工业大学管理学院, 大连 116034
  • 收稿日期:2021-07-09 发布日期:2025-07-10
  • 作者简介:王子一，大连理工大学经济管理学院硕士研究生；钱金芳，大连工业大学管理学院讲师，博士；崔淼（通讯作者），大连理工大学经济管理学院教授，博士生导师，博士。
  • 基金资助:
    辽宁省哲学社会科学规划基金项目（L19BSH003）。

Resource Advantage and Exclusivity Construction of Content Platform: A Case Study on Bilibili

Wang Ziyi1, Qian Jinfang2, Cui Miao1   

  1. 1. School of Economics and Management, Dalian University of Technology, Dalian 116024;
    2. School of Management, Dalian Polytechnic University, Dalian 116034
  • Received:2021-07-09 Published:2025-07-10

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摘要： 通过构建排他性来吸引内容生产者采纳对内容平台在激烈的竞争中生存和发展至关重要。内容平台不仅依靠内容排他性吸引内容生产者，同时还会通过其他非内容的排他性来获取内容生产者。然而，对于内容平台排他性的具体维度以及其构建机理仍不清晰。本文以资源优势理论为研究视角，通过对典型内容平台哔哩哔哩案例研究，探究内容平台排他性有哪些类型以及如何构建的问题。研究结果识别出内容平台的内容排他性、制度排他性和情感排他性三种排他性类型；并通过解析内容平台的关键优势资源以及资源优势行动，揭示内容平台三种类型排他性构建的机理。本研究通过识别内容平台的制度排他性和情感排他性，拓展了内容平台排他性类型；通过揭示三种排他性的构建机理，在已有研究识别影响因素的基础上进一步探究过程机理，推动内容平台排他性理论研究由因素观向过程观发展。

关键词: 内容平台, 平台排他性, 资源优势

Abstract: It is crucial for content platforms to achieve competitive advantage by building exclusivity to attract content producers to adopt platforms. However, it is still unclear about the exact dimensions of content platform exclusivity and how to build content platform exclusivity. This paper adopts the case study method, takes the resource advantage theory as the theoretical lens, selects a typical content platform Bilibili as the case sample, to identify the types of the exclusive construction of the content platform, i.e., content exclusivity, system exclusivity, and emotion exclusivity. This study also reveals the mechanism of three types of exclusivity construction by analyzing the key advantage resources and resource advantage actions of the content platform. First, content exclusivity is built by mobilizing experience resources, information resources and activity resources; second, institutional exclusivity is built by integrating proprietary knowledge resources, technical resources and stakeholder resources; third, emotional exclusivity is built by bundling identity support resources and honor reward resources. The research results contribute to the research on exclusivity theory by identifying three types of content platform exclusivity and revealing the process of exclusivity construction.

Key words: content platform, platform’s exclusivity, resource advantage