视频电商运营机理及策略探究

发布时间：2018-01-10 12:05

本文关键词：视频电商运营机理及策略探究　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：自2000年起,我国网络视频行业历经孕育萌芽、野蛮生长,而今格局趋稳,用户数量、市场规模持续增长。从微信短视频的席卷到直播、网红喧嚣,辅以弹幕、VR/AR等工具,视频媒介发展将信息内容(PGC/UGC)以视觉形式呈现得更为全面真实、娱乐有趣。这一切无不预示着:视频时代已来。但是,互联网视频行业繁荣背后也隐藏着虚火旺盛和盈利乏术等现实困境。与此同时,我国电商市场稳步发展,在向生态化道路迈进进程中,对构筑流量"超级入口"有迫切性需求。基于优势互补考量,视频平台与电商平台携手"合谋"探索更具商业价值的营销模式。在此契机之下,视频电商营销模式——一种内容营销理念的重要实践模式应运而生。在内容营销时代,视频作为一种营销核心手段,它将以天生的内容表现优势与电商融合,重构电商视觉品质与流量转化体系,重塑新的购物体验。本文主要运用文献研究、理论/个案分析相结合方法,对视频电商营销模式及其运营机理进行前瞻性探究,章节内容包括该模式概念界定、类型归纳、发展历程、运营机理、作用机制、个案分析、发展问题和优化策略等方面。文章首先对"视频电商"概念进行界定,认为视频电商是一种以"内容即店铺、屏幕即渠道"理念为核心诉求,通过互联网视频内容创新和交互式视频技术运用,将视频内容消费与电商产品服务消费紧密结合,以促成用户实现即看即买的营销模式。在概念界定基础上,笔者对视频电商的类型和它至少应具备的特性予以归纳。然后,文章从视频与电商融合发展角度,以宏观模式演进和自身发展时段切分两个维度来透视视频电商模式升级发展的大体路径,并对其发展可行性与现实性条件进行总结。接下来,文章重点对视频电商营销模式运营机理进行探究。在模式构成上,笔者认为视频内容、电商平台、用户以及相关辅助系统构成了视频电商营销模式中参与主体的角色。这些要素协同配合使得整个模式呈现出一个"信息流+资金流+物流"可持续的闭环系统。在运作机制上,视频电商尤为强调"用户价值内容"纽带作用,高品质内容通过视频输出,以构建沉浸式"消费场景"的形式与用户建立情感连接,产生情感互动,并进一步去激发用户"消费冲动"。笔者还以手机淘宝《一千零一夜》项目为例对它视频内容营销亮点进行个案分析,探寻参考意义。最后,文章归纳当前视频电商模式发展所遭遇的现实瓶颈,诸如用户习惯、操作体验、内容生产、技术实现等方面问题。鉴于此,笔者认为,视频电商未来规模化发展需在它实践全流程和全价值链中坚持"用户价值"原则,按照"内容拼创意+沟通有渠道+融合靠基础(技术、政策等配套设施)"的总体思路进行视频电商生态化构建。
[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.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;G206-F

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