本文關(guān)鍵詞：視頻電商運(yùn)營(yíng)機(jī)理及策略探究　出處：《武漢大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 邊看邊買 內(nèi)容營(yíng)銷 視頻電商 運(yùn)營(yíng)機(jī)理

【摘要】：自2000年起,我國網(wǎng)絡(luò)視頻行業(yè)歷經(jīng)孕育萌芽、野蠻生長(zhǎng),而今格局趨穩(wěn),用戶數(shù)量、市場(chǎng)規(guī)模持續(xù)增長(zhǎng)。從微信短視頻的席卷到直播、網(wǎng)紅喧囂,輔以彈幕、VR/AR等工具,視頻媒介發(fā)展將信息內(nèi)容(PGC/UGC)以視覺形式呈現(xiàn)得更為全面真實(shí)、娛樂有趣。這一切無不預(yù)示著:視頻時(shí)代已來。但是,互聯(lián)網(wǎng)視頻行業(yè)繁榮背后也隱藏著虛火旺盛和盈利乏術(shù)等現(xiàn)實(shí)困境。與此同時(shí),我國電商市場(chǎng)穩(wěn)步發(fā)展,在向生態(tài)化道路邁進(jìn)進(jìn)程中,對(duì)構(gòu)筑流量"超級(jí)入口"有迫切性需求�；趦�(yōu)勢(shì)互補(bǔ)考量,視頻平臺(tái)與電商平臺(tái)攜手"合謀"探索更具商業(yè)價(jià)值的營(yíng)銷模式。在此契機(jī)之下,視頻電商營(yíng)銷模式——一種內(nèi)容營(yíng)銷理念的重要實(shí)踐模式應(yīng)運(yùn)而生。在內(nèi)容營(yíng)銷時(shí)代,視頻作為一種營(yíng)銷核心手段,它將以天生的內(nèi)容表現(xiàn)優(yōu)勢(shì)與電商融合,重構(gòu)電商視覺品質(zhì)與流量轉(zhuǎn)化體系,重塑新的購物體驗(yàn)。本文主要運(yùn)用文獻(xiàn)研究、理論/個(gè)案分析相結(jié)合方法,對(duì)視頻電商營(yíng)銷模式及其運(yùn)營(yíng)機(jī)理進(jìn)行前瞻性探究,章節(jié)內(nèi)容包括該模式概念界定、類型歸納、發(fā)展歷程、運(yùn)營(yíng)機(jī)理、作用機(jī)制、個(gè)案分析、發(fā)展問題和優(yōu)化策略等方面。文章首先對(duì)"視頻電商"概念進(jìn)行界定,認(rèn)為視頻電商是一種以"內(nèi)容即店鋪、屏幕即渠道"理念為核心訴求,通過互聯(lián)網(wǎng)視頻內(nèi)容創(chuàng)新和交互式視頻技術(shù)運(yùn)用,將視頻內(nèi)容消費(fèi)與電商產(chǎn)品服務(wù)消費(fèi)緊密結(jié)合,以促成用戶實(shí)現(xiàn)即看即買的營(yíng)銷模式。在概念界定基礎(chǔ)上,筆者對(duì)視頻電商的類型和它至少應(yīng)具備的特性予以歸納。然后,文章從視頻與電商融合發(fā)展角度,以宏觀模式演進(jìn)和自身發(fā)展時(shí)段切分兩個(gè)維度來透視視頻電商模式升級(jí)發(fā)展的大體路徑,并對(duì)其發(fā)展可行性與現(xiàn)實(shí)性條件進(jìn)行總結(jié)。接下來,文章重點(diǎn)對(duì)視頻電商營(yíng)銷模式運(yùn)營(yíng)機(jī)理進(jìn)行探究。在模式構(gòu)成上,筆者認(rèn)為視頻內(nèi)容、電商平臺(tái)、用戶以及相關(guān)輔助系統(tǒng)構(gòu)成了視頻電商營(yíng)銷模式中參與主體的角色。這些要素協(xié)同配合使得整個(gè)模式呈現(xiàn)出一個(gè)"信息流+資金流+物流"可持續(xù)的閉環(huán)系統(tǒng)。在運(yùn)作機(jī)制上,視頻電商尤為強(qiáng)調(diào)"用戶價(jià)值內(nèi)容"紐帶作用,高品質(zhì)內(nèi)容通過視頻輸出,以構(gòu)建沉浸式"消費(fèi)場(chǎng)景"的形式與用戶建立情感連接,產(chǎn)生情感互動(dòng),并進(jìn)一步去激發(fā)用戶"消費(fèi)沖動(dòng)"。筆者還以手機(jī)淘寶《一千零一夜》項(xiàng)目為例對(duì)它視頻內(nèi)容營(yíng)銷亮點(diǎn)進(jìn)行個(gè)案分析,探尋參考意義。最后,文章歸納當(dāng)前視頻電商模式發(fā)展所遭遇的現(xiàn)實(shí)瓶頸,諸如用戶習(xí)慣、操作體驗(yàn)、內(nèi)容生產(chǎn)、技術(shù)實(shí)現(xiàn)等方面問題。鑒于此,筆者認(rèn)為,視頻電商未來規(guī)�；l(fā)展需在它實(shí)踐全流程和全價(jià)值鏈中堅(jiān)持"用戶價(jià)值"原則,按照"內(nèi)容拼創(chuàng)意+溝通有渠道+融合靠基礎(chǔ)(技術(shù)、政策等配套設(shè)施)"的總體思路進(jìn)行視頻電商生態(tài)化構(gòu)建。
[Abstract]:Since 2000, the network video industry of our country has experienced the germination, savage growth, now the pattern tends to stabilize, the number of users, the market scale continues to grow. With the help of VRR / AR and other tools, the development of video media makes the information content PGC / UGC) more comprehensive and realistic in visual form. Entertainment is interesting. All this indicates that the video age has come. However, behind the boom of the Internet video industry, there are also real dilemmas such as futility and lack of profit. At the same time, the e-commerce market in China is developing steadily. In the process of moving towards the ecological road, there is an urgent need to build the "super entrance" of the flow rate, which is based on the consideration of complementary advantages. Video platform and e-commerce platform together "conspire" to explore more commercial value of the marketing model. Under this opportunity. Video e-commerce marketing mode-an important practical mode of content marketing concept came into being. In the era of content marketing, video as a core means of marketing, it will be born with the advantages of content performance and e-commerce integration. Reconstruction of e-commerce vision quality and traffic transformation system, reshaping the new shopping experience. This paper mainly uses literature research, theory / case analysis combined with the method. Video e-commerce marketing model and its operation mechanism of forward-looking exploration, including the definition of the model concept, type induction, development process, operation mechanism, action mechanism, case analysis. Firstly, this paper defines the concept of "video ecoquotient", and thinks that video e-commerce is a kind of "content is store, screen is channel" as the core demand. Through the Internet video content innovation and interactive video technology application, the video content consumption and the e-commerce product service consumption are closely combined, in order to promote the user to realize the "buy at the sight" marketing model. On the basis of the definition of the concept. The author summarizes the types of video ecoquotient and the characteristics it should have at least. Then, from the perspective of the fusion of video and ecoquotient. With the macro model evolution and its own development period divided into two dimensions to perspective the general path of video ecommerce mode upgrading and development, and the feasibility and reality of its development conditions are summarized. Next. This paper focuses on the operating mechanism of video e-commerce marketing mode. In the model composition, the author thinks video content, e-commerce platform. Users and related auxiliary systems form the role of the participants in the video e-commerce marketing model. These elements cooperate to make the whole model appear as a "information flow, capital flow logistics". Sustainable closed-loop systems. In the operational mechanism. Video e-commerce especially emphasizes the "user value content" link, high quality content through video output, in order to build immersive "consumer scene" form of emotional connection with the user to create emotional interaction. And further to stimulate the user "consumer impulse". The author also take Mobile Taobao "one thousand one night" project as an example to its video content marketing highlight case analysis, to explore the significance of reference. This paper summarizes the current development of video e-commerce model encountered by the real bottleneck, such as user habits, operational experience, content production, technology implementation and other aspects. In view of this, the author thinks. Video e-commerce in the future development needs to practice the whole process and the whole value chain adhere to the "user value" principle, according to "content spelling creative communication channels based on (technology)." Policy and other supporting facilities) "the overall idea of video ecommerce ecological construction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;G206-F

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 樂寧;視頻產(chǎn)品“大聚會(huì)”[J];通信世界;2001年02期

2 ;視頻產(chǎn)品:實(shí)現(xiàn)面對(duì)面的交流——《通信世界》推介視頻產(chǎn)品[J];通信世界;2003年16期

3 ;2002年世界新型獲獎(jiǎng)視頻產(chǎn)品集錦[J];實(shí)用影音技術(shù);2003年04期

4 冉權(quán)江;視頻產(chǎn)品升級(jí)網(wǎng)絡(luò)化經(jīng)濟(jì)設(shè)想[J];金卡工程;2005年07期

5 王欣;;盡在掌握 聯(lián)想云視頻[J];個(gè)人電腦;2013年07期

6 王懋慶;消費(fèi)類視頻產(chǎn)品數(shù)字化的現(xiàn)狀和思考[J];電子科技導(dǎo)報(bào);1998年04期

7 Vc水手;;倍兒有面子! 2.4英寸大屏MP3導(dǎo)購[J];現(xiàn)代計(jì)算機(jī)(普及版);2007年01期

8 冉權(quán)江;視頻產(chǎn)品升級(jí)網(wǎng)絡(luò)化分析[J];金卡工程;2005年05期

9 雁鳴;;網(wǎng)絡(luò)視頻:復(fù)制還是超越——從Hulu和QiYi的動(dòng)向談起[J];中國數(shù)字電視;2010年06期

10 鐘曼利;研究表明多媒體工業(yè)到2000年將增長(zhǎng)4倍[J];今日電子;1995年07期

相關(guān)重要報(bào)紙文章 前10條

1 ;視頻市場(chǎng)尋求突圍[N];中國高新技術(shù)產(chǎn)業(yè)導(dǎo)報(bào);2004年

2 記者 王維波 黃俊峰;廣電信息推多款高端視頻產(chǎn)品[N];中國證券報(bào);2003年

3 ;軟件視頻產(chǎn)品選購指南[N];中國計(jì)算機(jī)報(bào);2003年

4 本報(bào)記者 朱艷燕;搶抓市場(chǎng)空白 鳳凰欲吃短視頻“獨(dú)食”[N];中華工商時(shí)報(bào);2011年

5 本報(bào)實(shí)習(xí)記者 張平;微應(yīng)用引領(lǐng)信息生活新風(fēng)尚 掘金微視頻需加強(qiáng)創(chuàng)新[N];通信信息報(bào);2012年

6 本報(bào)記者 范毅波;縱論視頻“核心”[N];網(wǎng)絡(luò)世界;2005年

7 本報(bào)記者 嵩文;應(yīng)用催熟視頻市場(chǎng)[N];計(jì)算機(jī)世界;2003年

8 本報(bào)記者 韓言銘;小視頻正流行“8秒”營(yíng)銷的機(jī)會(huì)[N];中國經(jīng)營(yíng)報(bào);2014年

9 閆冰;GIPS：市場(chǎng)會(huì)很快接受視頻[N];網(wǎng)絡(luò)世界;2007年

10 葉 斐;視頻市場(chǎng)由蟄伏到高飛[N];中國企業(yè)報(bào);2004年

相關(guān)碩士學(xué)位論文 前10條

1 譚梅;視頻網(wǎng)站愛奇藝自制節(jié)目研究[D];新疆大學(xué);2015年

2 李玉珠;視頻網(wǎng)站自制欄目營(yíng)銷研究[D];黑龍江大學(xué);2016年

3 劉雪瑩;我國視頻網(wǎng)站產(chǎn)業(yè)鏈構(gòu)建模式和創(chuàng)新實(shí)踐[D];華中科技大學(xué);2015年

4 陳濤;視頻電商運(yùn)營(yíng)機(jī)理及策略探究[D];武漢大學(xué);2017年

5 謝菁;微視頻的現(xiàn)狀研究[D];山東師范大學(xué);2014年

6 劉超;我國網(wǎng)絡(luò)視頻產(chǎn)業(yè)鏈研究[D];中南大學(xué);2013年

7 郭立琦;我國網(wǎng)絡(luò)視頻發(fā)展中的問題及其路徑研究[D];四川省社會(huì)科學(xué)院;2011年

8 原建芳;付費(fèi)視頻網(wǎng)站的傳播困境與思考[D];山東師范大學(xué);2013年

9 劉yN蕾;中國民營(yíng)網(wǎng)絡(luò)視頻運(yùn)營(yíng)模式研究[D];上海外國語大學(xué);2010年

10 黎丹;視頻信息隱藏分析系統(tǒng)設(shè)計(jì)[D];天津大學(xué);2006年

，

本文編號(hào)：1405186