“内容”转型为“产品”的三条线索

发布时间：2018-10-15 17:34

【摘要】：理解新媒体产品,有3个基本维度:产品结构、产品层次和产品核心要素。这三者,也是将内容转型为产品的3条线索。新媒体产品包括接入产品、关系产品、内容产品和服务产品四大部分。这四者形成的合理的产品结构,是内容产品得到持续发展的基础。内容产品的价值的激发与转化,往往有赖于其他类型的产品。市场营销学认为,产品包括5个层次:核心利益层次、有形产品层次、期望产品层次、附加产品层次和潜在产品层次,这5个层次也是产品的不同价值层次。对于内容产品来说,竞争往往是在核心利益之外的层次展开。充分认识内容产品的不同层次,将各个层次的价值充分释放并挖掘出来,是内容转化成产品的一个重要途径。新媒体产品价值的实现,有赖于技术基础、个性价值、性能表现、价格策略、用户黏性、文化基因和盈利模式等7个要素,内容产品同样需要具备这些要素,其中,技术基础、用户黏性和文化基因要素,对新媒体内容产品尤为重要。
[Abstract]:There are three basic dimensions in understanding new media products: product structure, product hierarchy and core elements. These three, also will transform the content into a product of the three clues. New media products include access products, relational products, content products and service products. The reasonable product structure formed by the four parties is the basis for the sustainable development of the content products. The stimulation and transformation of the value of content products often depend on other types of products. Marketing believes that products include five levels: core interest level, tangible product level, expectation product level, additional product level and potential product level. These five levels are also different value levels of products. For content products, competition is often carried out outside the core interests. It is an important way to transform content into products by fully understanding the different levels of content products and fully releasing and excavating the value of each level. The realization of the value of new media products depends on the technical basis, personality value, performance, price strategy, user stickiness, cultural gene and profit model. User stickiness and cultural genetic elements are particularly important for new media content products.
【作者单位】：中国人民大学新闻学院;中国人民大学新闻与社会发展研究中心;中国人民大学新闻学院新媒体研究所;
【分类号】：G206-F

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