从“流量场”到“商业生态域”：抖音APP的平台功能演变路径研究

From “Traffic Field” to “Business Ecosystem Domain”: A Study on the Evolution Path of Platform Functions of Douyin APP

摘要: 本文以抖音APP这一超级媒介平台为研究对象，基于媒介可供性理论、平台资本主义理论与情动经济理论，系统剖析其从“流量场”向“商业生态域”功能演变的内在逻辑与实践路径。研究发现，抖音经历了“内容生产积累流量、算法驱动优化效率、生态协同实现价值闭环”三阶段演进，其商业生态域的形成本质是“资本–技术–文化–情动”多维度要素共谋的结果——资本提供扩张动力，技术构建运行底座，文化凝聚用户共识，情动激活消费转化。但在演进过程中，平台亦面临功能同质化导致的创新停滞、资本扩张引发的资源错配、数据隐私泄露与算法异化等多重挑战，制约可持续发展。本研究揭示了数字平台通过情动驱动与资本逻辑重塑社会生产关系的核心机制，不仅为平台经济转型提供理论支撑，更为传统产业的数字化升级与平台治理实践提供借鉴。

Abstract: Taking Douyin APP, a super media platform, as the research object, this paper systematically analyzes the internal logic and practical path of its functional evolution from a “traffic field” to a “commercial ecosystem domain” based on the Media Affordance Theory, Platform Capitalism Theory, and Affective Economy Theory. The study reveals that Douyin has undergone a three-stage evolution: “content production for traffic accumulation, algorithm-driven efficiency optimization, and ecological synergy for value closed-loop”. The formation of its commercial ecosystem domain is essentially the result of the collusion of multi-dimensional elements, including “capital, technology, culture, and affect”—capital provides the driving force for expansion, technology builds the operational foundation, culture aggregates user consensus, and affect activates consumption conversion. However, in the evolution process, the platform also faces multiple challenges that restrict its sustainable development, such as innovation stagnation caused by functional homogenization, resource misallocation triggered by capital expansion, data privacy leakage, and algorithm alienation. This research uncovers the core mechanism through which digital platforms reshape social relations of production via affective drive and capital logic, providing not only theoretical support for the transformation of platform economy, but also a reference for the digital upgrading of traditional industries and platform governance practices.