数字时代注意力经济下红果短剧的运营模式

Operational Model of Hongguo Short Drama in the Attention Economy of the Digital Era

摘要: 在数字时代的注意力经济背景下，红果短剧凭借创新的运营模式迅速崛起，成为微短剧行业的标杆案例。本文基于双边市场理论、平台生态协同及版权价值开发视角，系统分析红果短剧的商业模式转型、流量变现策略与产业生态重构路径。研究表明，平台通过从IAP (应用内付费)向IAA (应用内广告)模式的战略转型，构建“内容免费–广告变现–用户增长”的良性循环；依托字节跳动的超级平台生态系统，实现了跨平台流量协同；同时，通过剧本共享平台与动态分账机制，重构产业链协作关系，推动内容生产从同质化向精品化升级。红果短剧的实践不仅重塑了行业的价值分配逻辑，也为数字内容产业的版权运营与生态协同提供了可复制的创新范式。

Abstract: In the context of the attention economy in the digital era, Hongguo Short Drama has rapidly emerged as a benchmark case in the micro-short drama industry through its innovative operational model. Based on the perspectives of two-sided market theory, platform ecosystem synergy, and copyright value development, this paper systematically analyzes Hongguo Short Drama’s business model transformation, traffic monetization strategies, and industrial ecosystem reconstruction path. Research indicates that the platform has established a virtuous cycle of “free content-ad monetization-user growth” through its strategic shift from IAP (In-App Purchase) to IAA (In-App Advertising). Leveraging ByteDance’s super-platform ecosystem, it has achieved cross-platform traffic synergy. Additionally, by implementing a script-sharing platform and a dynamic revenue-sharing mechanism, it has restructured industrial chain collaboration, driving content production from homogenization to premiumization. The practices of Hongguo Short Drama not only reshape the industry’s value distribution logic, but also provide a replicable innovative paradigm for copyright operations and ecosystem synergy in the digital content industry.