注意力经济视角下抖音平台的运营模式分析

Analysis of Douyin’s Operational Model from the Perspective of Attention Economy

摘要: 在注意力经济时代，抖音作为短视频领域的头部平台，其运营模式围绕“捕获–留存–转化”三大环节构建核心竞争力。本文聚焦这三大环节，分析抖音如何通过差异化定位、整合传播渠道及跨应用生态实现用户注意力的捕获；如何借助便捷设计、娱乐化内容、社交关系绑定及激励机制增强用户留存；以及如何通过算法驱动的流量调控、创作者经济分成、兴趣电商模式及跨平台引流完成注意力资源的商业化变现。通过分析抖音的注意力经济玩法为注意力经济下的其他平台运营提供参考。

Abstract: In the era of the attention economy, Douyin, as a leading short‑video platform, constructs its core competitiveness around a three‑stage operational model: capture-retention-monetization. This paper focuses on these three stages, analyzing how Douyin captures user attention through differentiated positioning, integrated communication channels, and cross‑application ecosystem linkage; how it enhances user retention by leveraging convenient design, entertainment‑oriented content, social relationship bonding, and incentive mechanisms; and how it commercializes attention resources via algorithm‑driven traffic regulation, creator economy revenue sharing, interest‑based e‑commerce, and cross‑platform traffic diversion. By examining Douyin’s attention‑economy strategies, this study aims to provide a reference for the operation of other platforms within the attention economy framework.