国内短视频行业近年来持续发展，抖音和快手作为头部平台逐渐形成了垄断态势。但腾讯在微信内部上线的视频号在较短时间内迅速成长，打破垄断进而成为短视频行业的重要力量。本文通过案例研究的方法，基于平台包络战略和事件系统理论，分析微信视频号对其商业生态系统的构建过程，探究从平台包络战略到商业生态系统构建主体维度再到系统整体维度的作用机制。本文将微信视频号自2020年上线至2022年底的三年发展历程划分为初生、扩张和稳定三个阶段，从界面功能变化、流量流动和分配机制等多方面进行了详细的梳理回顾，并借助事件系统理论提取其中的关键事件并进行编码，作为后续分析的事实依据。同时本文结合过往文献与行业特点，构建了平台包络战略的分析框架，并分别从构建主体维度和系统整体维度构建了商业生态系统演进的指标体系，作为后续分析的理论模型。本文通过研究发现，微信视频号的平台包络战略、商业生态系统构建主体和系统整体维度指标在不同阶段均表现出不同特点。在初生阶段，微信对观看者群体进行轻型水平包络，并充分利用共性资源优势；进而强化服务支撑力，打造“生态工程师”业务，发挥集约迭代力以提升系统建设的投入产出比；视频号商业生态系统的生产力得以明显提升，同时在短视频核心业务上体现高成长性。在扩张阶段，微信调动更加多样深层的共性资源，水平包络观看者群体的同时重型垂直包络创作者群体和品牌商家，充分发挥“杠杆”撬动效应与“双飞轮”效应；运用集约迭代力丰富商业生态系统内的生态链，运用统筹协调力强化各种群互补协同关系并提高系统公平性；系统内生态链更加复杂和稳定，生产力和成长性高速发展，去中心化机制下公平性得以强化。在稳定阶段，视频号在对服务商垂直包络的同时降低对微信资源的依赖程度；通过服务支撑力和集约迭代力推动生产力提高和商业化进程，通过统筹协调力规范内部秩序，强化生态链稳定性和公平性，通过节奏掌控力决定建设服务商体系，细分市场利基创造力爆发。本文以微信视频号的发展过程作为研究主题，并与腾讯的另一款短视频产品微视进行对比分析，对于其他平台型企业的相邻市场包络进入和商业生态系统的构建均有较好的理论补充和实践指导意义。
The domestic short-video industry has continued to develop in recent years, with Douyin and Kuaishou gradually forming a monopoly as the head platforms. However, Tencent‘s Channel in WeChat has grown rapidly in a relatively short period of time, breaking the monopoly and becoming an important force in the short-video industry. Based on the Platform Envelopment Strategy and Event System Theory, this thesis analyzes the construction process of WeChat Channel on its business ecosystem through case study, and explores the mechanism from the Platform Envelopment Strategy to the Constructor Dimension to the Overall Dimension of the business ecosystem.This thesis divides the three-year development process of WeChat Channel from its launch in 2020 to the end of 2022 into three stages: Inception, Expansion, and Stability. It conducts a detailed review from various aspects such as interface function changes, traffic flow, and distribution mechanisms. It also uses Event System Theory to extract and encode key events as the factual basis for subsequent analysis. At the same time, this thesis combines the past literature and industry characteristics to build an analytical framework for the Platform Envelopment Strategy, and constructs an indicator system for the evolution of the business ecosystem from the Constructor Dimension and the Overall Dimension, as a theoretical model for subsequent analysis.Through research, this thesis finds that the Platform Envelopment Strategy and the indicator system from the Constructor Dimension and the Overall Dimension of WeChat Channel show different characteristics in different stages. At the Inception Stage, WeChat provides a light horizontal envelopment for the audience group, and fully utilizes the advantages of common resources. Then it strengthens the service-support force, creates the business of "ecological engineer", and gives play to the intensive-iterative force to improve the input-output ratio of system construction. Therefore, the productivity of the business ecosystem has been significantly improved, and high growth rate is reflected in the core business. In the Expansion Stage, WeChat mobilizes more diverse and deep common resources, horizontally enveloping the audience group, while also heavily vertically enveloping the creator group and brand merchants, giving full play to the "leverage" effect and the "double flying wheel" effect. It enriches the ecological chain in the business ecosystem with intensive-iterative force, strengthens the complementary and collaborative relationship of various groups and improves the fairness of the system with overall-coordination force. The ecological chain within the system is more complex and stable. The productivity and growth are developing rapidly, and fairness is strengthened under the decentralized mechanism. In the Stability Stage, WeChat Channel vertically envelopes the service provider group while reducing its dependence on WeChat resources. It promotes productivity and commercialization through service-support and intensive-iterative force, standardizes internal order through overall-coordination force, strengthens the stability and fairness of the ecological chain, determines the construction of the service provider system through rhythm-control force, and unleashes creativity in niche markets.This thesis takes WeChat Channel as the research theme, and compares it with WeSee，another Tencent short-video product. This would be a good theoretical supplement with practical guiding significance for the adjacent market envelopment entry of other platform enterprises and the construction of their business ecosystem.
