得益于4G网络的普及和资费下调，智能手机和相应的移动软件生态极大丰富，和中国市场的巨大战略纵深，中国移动互联网公司近年来取得了令人瞩目的增长。广大互联网网民每日平均在移动手机上花费的时间已经超过了4小时，且这一时间还在快速增长。在移动手机端的内容消费已经成为了重要研究课题，为用户不断提供愿意持续观看的内容几乎是每一个内容消费平台都希望达到的目标。回望十年以来中国移动互联网内容平台的发展，由早期的网络文学、段子逐步升级为图文结合的微博，接着又由微博升级为GIF动图、动态漫画、图片社交等内容社区平台，接着播客、微电影和以PGC主导的网络剧、网络大电影、网络综艺在爱奇艺、优酷、腾讯视频等平台上流行，并培养了用户用手机观看视频的习惯；直到2017年，以B平台为代表的短视频内容平台异军突起，迅速成长为如今每日活跃用户数超3亿，日均消费时长超过80分钟，市场价值超千亿美元的的移动互联网平台。B平台作为产品的创立者和原本的领头羊，遭遇了后来者A平台的挑战，并被A平台在一年半内实现反超，并逐渐拉开差距，这种竞争格局在中国移动互联网历史上是不多见的，也极具战略研究价值。本文对B平台的历史发展进行了深入的挖掘，对视频产业的发展也进行了细致的研究，并对B平台当前所面临的困境和潜在风险进行分析，认为破局的关键在于提升平台整体的内容丰富度，缩小内容矩阵的空隙，以满足分众市场下各种各样用户的需求，打造一个内容完备，涵盖市面上所有内容的巨大视频内容库。本文作者查阅了大量中英文文献后发现当前学者均缺少对内容平台供需关系的定量研究，也缺少一套行之有效的方法论来提升内容平台的丰富度。本文独特意义在于借鉴了生物学和经济学概念中的“基尼系数”，以定量的方式对B平台内的内容丰富度进行了分析，并从机制和产品的角度提供了大量的策略建议，希望能为互联网内容行业完善内容矩阵，监控平台内的内容健康度提供定量的依据，并为提升平台活跃度从产品和机制的角度提供一定的方法论。
Due to the popularity of 4G network, tariff reduction, the rich ecology of smart phones, and the huge strategic depth of the Chinese market, China Mobile Internet has made remarkable growth in recent years. The average daily time spent by Internet users on mobile phones has exceeded 4 hours, and this number is still keeping high speed rapidly. Content consumption on mobile platforms has become an important research topic. Providing users with content that they are willing to watch continuously is almost the goal that every content platform hopes to achieve.Looking back at the development of content platform in the past ten years, it has been gradually upgraded from early online literature platform to the Weibo, combining pictures and texts, and then upgraded from the Weibo to a content community platform such as GIF animation, comics, and picture socialization platform. Followed by podcasts, microfilms and PGC-led online series, online movies, and online shows are popular on platforms such as iQiyi, Youku, and Tencent videos, and cultivate the habit of users watching videos on their mobile phones. Until 2017, the short video content platform, represented by Platform B, has sprung up with Daily Active Users exceeding 300 million, Daily Average Consumption Time exceeding 80 minutes and, market value exceeding 100 billion US dollars. As the founder and original leader of products, Platform B has been challenged by the latecomer Platform A. Moreover, platform A only spent one and a half years overtook Platform B, and gradually widening the gap. This competitive pattern is rare in the history of China Mobile Internet. It is also rich in strategic research value.In this paper, the historical development of Platform B is deeply excavated, and the development of video industry in China is also studied in detail. The current difficulties and potential risks faced by Platform B are deeply rooted. It is considered that the key to maintain the competitive position is to enhance the overall content richness of the platform and narrow the gap of the content matrix, so as to meet the needs of various users in the Focus Market and create a huge video content library with complete content and covering all the contents in the market.After consulting a large number of literatures, the author found that the current scholars lack quantitative research on the relationship between supply and demand of content platform and a set of effective methodology to enhance the richness of content platform. The unique significance of this paper lies in using the Gini coefficient in Biology and Economics, analyzing the content richness in platform B in a quantitative way, and providing a large number of strategic suggestions from the perspective of mechanism and products, hoping to provide quantitative basis for the Internet content industry to improve the content matrix, monitor the content health in the platform, and provide a certain methodology from the perspective of products and mechanisms to enhance the platform activity.
