Douyin Group Thought Leadership Case Study - Douyin Products As An Example

抖音集团思想领导力案例研究——抖音产品为例

Name: Xuan Liu

ThaSH: Thought Leadership -- Research

ThaSH: Content Moderation -- Research

ThaSH: Traffic Mechanism -- Research

ThaSH: 精神領袖 -- 研究

ThaSH: 內容審核 -- 研究

ThaSH: 流量機制 -- 研究

Abstract: The study of thought leadership has always been an important aspect of management science. With the rapid development of the information Internet, Chinese Internet companies are also facing various new challenges and opportunities, and the academic community has also made many efforts in leadership theory. After the study of several mainstream theories of leadership experience, such as trait theory, behavior theory, and power change theory, the study of leadership has seen a hundred flowers blooming. Cotter's leadership theory is a collection of masterpieces, and he analyzes the main charismatic leadership theory, vision leadership theory, change leadership theory, and cultural leadership theory of leadership in leadership research. And proposes that the core elements of leadership are change, vision and culture. The purpose of this study is to explore the role and influence of douyin in leading new social and cultural trends, disseminating social and commercial values, and safeguarding national security. This paper mainly uses the literature combing and observation method, the author reviews the literature on the theory of ideological leadership, uses the bibliometric method to take the 1905 articles on ideological leadership journals included in the China Academic Journals Network Database (CNKI) as the object, and uses the knowledge network analysis tool to analyze keywords, spatio-temporal distribution, and hot spot highlights. And through the research done by predecessors, combined with the specific problems of this research, we can find a suitable definition of thought leadership. The observation method is also used to observe and analyze the beginning and end of Douyin's handling of such hot event processing, focusing on how the Douyin platform intervenes in content review and traffic recommendation. Promote the development of events to achieve the set goals and effects. Sort out many theories on ideological leadership, combine leadership and ideological leadership theories, study the platform operation mechanism of Douyin, determine key measurement indicators, and determine whether Douyin has leadership problems in leading social and cultural trends, disseminating social values, and maintaining national security according to the operating rules and ideological leadership theory. Through the observation method, the beginning and end of hot events are used to analyze what role ideological leadership plays in the process; Finally, the rationalization proposal was made. The research results show that in the process of ideological leadership construction and role, the audit and traffic push in leading social and cultural trends, disseminating social values, and maintaining national security are recommended at level 4 and above. There is no more than four levels of traffic push and propagation on the relevant negative content. Therefore, it is concluded that under the influence of ideological leadership, Douyin actively practices new social and cultural trends through push mechanisms and review mechanisms, disseminates mainstream socialist core values, and makes its own efforts in safeguarding national security and publicizing love content, practicing corporate social responsibility and responsibility. Moreover, under the guidance of ideological leadership, Internet companies are no longer the traditional traffic-only theory, but actively advocate and establish new positive concepts and values, which will usher in new dividends for Internet companies in the second half. Internet enterprise thinking is no longer barbaric traffic to obtain commercial value to meet demand, but through active creation and innovation, leading and manufacturing demand. The significance of this study is to use specific company cases and existing theoretical analysis models to find the right leadership construction theory suitable for guiding the development of the company. Combining excellent leadership theory into corporate governance practice, it analyzes how Douyin deals with social hot spots, and how to guide and manage social opinion and business system rules. Proposing a strategy for building thought leadership in this scenario is of great significance for the combination of excellent management theory and the specific practice of Chinese enterprises. Secondly, it is necessary to add the measurement factors of policies and regulations, further combined with the actual market, and the theory is more in line with the specific national conditions, which is more practical for enterprises. Finally, the case of Chinese enterprises is analyzed with the theory of thought leadership, and a practical research idea is provided.

Abstract: 摘要在管理科学领域，思想领导力是一个重要的研究方面。随着信息化互联网的高速发展，给中国互联网企业带来更多的机遇，同时也不可避免带来新的竞争压力。对此，学术界也在领导力理论方面进行了许多努力。 从领导力经历特质论，行为论，权变论的几大主流理论研究后，对于领导力的研究出现百花齐放的景象。科特的领导力理论是集大成着，他分析对领导力研究主要魅力领导论、愿景领导论、变革领导论、文化领导论。并提出领导力的核心要素为变革、愿景和文化。 本研究的目的是探寻抖音在引领社会文化新风尚，传播社会价值和商业价值，及维护国家安全等爱国方面，思想领导力所起的作用和影响。 本文主要采用文献梳理和观察法，笔者回顾了关于思想领导力理论的文献，采用文献计量方法，以1905篇关于思想领导力期刊文章为对象，用知识网络分析工具，进行关键词、时空分布、热点凸显分析。并通过前人做的研究，结合本研究的具体问题，找到合适的关于思想领导力的定义。并采用观察法，以抖音的热点事件作为实例依据，观察分析抖音在处理这类热点事件处理的始末，重点关注抖音平台在内容审核，流量推荐等方面所如何介入影响。推动事件的发展以达到既定的目标和效果。 对众多的关于思想领导力理论进行梳理，结合领导力及思想领导力理论，研究抖音的平台运营等机制，确定关键衡量指标，根据运营规则及思想领导力理论，确定抖音在引领社会文化风尚，传播社会价值，和维护国家安全等方面是否存在思领导力问题？通过观察法，以热点事件的始末，分析出思想领导力在整个过程中发挥的作用；最后提出合理化建议。 研究结果表明，在思想领导力建设和作用过程中，在引领社会文化风尚，传播社会价值，和维护国家安全等方面的审核及流量推送都有在四级及以上流量池推荐。在相关负面内容上没有超过四级流量推送与传播。 因此得出结论，抖音在思想领导力影响下，积极通过推送机制、审核机制，践行新的社会文化新风尚，传播主流社会主义核心价值观，并在维护国家安全与爱国内容宣传方面做出努力，屡行企业社会责任。再有，在思想领导力引领下，互联网企业不再是传统唯流量论，而是积极倡导和建立新的正向观念与价值，这将为互联网企业下半场，迎来新的红利。互联网企业思维，不再是野蛮流量来获得商业价值满足需求，而是通过主动创造与创新，引领和制造需求。 本研究的意义在于，用具体的公司案例，通过已有的理论分析模型，来找到适合指导公司发展的合适领导力构建理论。将优秀领导力理论结合到公司治理实践中，分析抖音在处理社会社会热点，如何引导和管理社会舆论与商业制度规则。提出在此情景下构建思想领导力的策略，对于优秀管理理论与中国企业具体实践的结合指导有重要意义。其次，在于加入政策法规的衡量因素，进一步结合市场实际，理论更加符合具体国情，对于企业更具有现实指导意义。最后，以思想领导力理论分析中国企业案例，提供一条可实践的研究思路。

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Wei Meng

Role: Thesis Advisor

Modified: 2567-02-28

Created: 2022

Issued: 2024-02-27

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Business Administration

Grantor: Dhurakij Pundit University

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