电视淘宝“魔键秒杀”版块改版运营策划
发布时间：2018-11-11 13:23
【摘要】：互联网盒子1作为传统电视与互联网之间的连接设备,正走进千万家庭。传统电视作为家庭娱乐终端的地位今非昔比,而互联网盒子以其海量的网络资源和多元的功能服务,已成为新一代客厅的娱乐终端。互联网基因进入家庭客厅,为“大屏时代”新的商业形态提供了全新的想象空间。拥有亿万家庭用户的电视屏,成为流量和入口之争的新阵地。电视淘宝是阿里巴巴集团专为电视用户打造的家庭购物应用,旨在为家庭用户提供最优的电视购物体验,延续阿里系电商在电视端的统治地位,进而为商家打造一个全新的流量平台,使商家获得更多品牌展示和商品成交的机会。电视端抢购业务“魔键秒杀”作为电视淘宝的重点内容之一,同样承担着阿里系电商业务进驻客厅的重任。截至目前,魔键秒杀版块上线四月有余,主要以超低价抢购的方式满足用户的低价需求,已积累较高的用户流量。但魔键秒杀在日常运营、专题策划、市场推广等方面,都还存在很大的优化空间。高流量、低转化也是秒杀业务面临的主要问题。基于以上问题,本策划从产品优化、平台打造和品牌塑造三个层次出发,提出魔键秒杀版块的改版运营方案,以期提升电视端抢购业务整体的影响力和转化率。第一章介绍策划的背景、目标和思路,主要阐述选题意义和策划方法；第二章对互联网电视和TV电商的发展现状做宏观分析,同时从微观层面分析电视淘宝和秒杀业务所处的客观环境；第三章全面阐述魔键秒杀业务的运营现状和存在问题；第四章则从日常运营的优化、与无线端抢购业务合作及秒杀业务的视频化发展,分阶段阐述魔键秒杀的整体改版运营方案；第五章简要阐述了效果评估体系和维度；最后一章则主要针对本策划做一些反思与总结。
[Abstract]:Internet Box 1, as a traditional TV and Internet connection device, is entering millions of families. The status of the traditional TV as the home entertainment terminal is different now, and the Internet box has become the entertainment terminal of the new generation living room with its massive network resources and multiple function services. The Internet gene enters the family living room, provides the brand-new imagination space for the "big screen era" new commercial form. TV screens, with hundreds of millions of home users, have become a new battleground for traffic and access. TV Taobao is a special home shopping application created by Alibaba Group for TV users. It aims to provide the best TV shopping experience for home users and to continue the dominant position of the e-commerce business in the TV terminal. In turn, create a new flow platform for merchants, so that businesses get more brand display and commodity trading opportunities. TV end rush to buy business "magic keys easily beat" as one of the key content of television Taobao, also bear the heavy responsibility of Ali Department e-commerce business stationed in the living room. Up to now, the magic key easily beat the plate on the line in April, mainly in the way of ultra-low price to meet the low price demand of users, has accumulated a higher flow of users. But magic keys easily beat in daily operations, thematic planning, marketing and other aspects, there is still a lot of room for optimization. High traffic, low conversion is also easy to beat the business facing the main problem. Based on the above problems, this plan from the product optimization, platform building and brand building three levels, put forward magic key easily beat the version of the revised version of the operation, in order to enhance the overall impact and conversion of TV end buying business. The first chapter introduces the background, objectives and ideas of the planning, mainly describes the significance of the topic and planning methods; The second chapter makes a macro analysis on the current development of Internet TV and TV e-commerce, at the same time, analyzes the objective environment of TV Taobao and easily defeating business from the micro level, the third chapter comprehensively expounds the operation status and existing problems of magic key easily defeating business. The fourth chapter, from the optimization of daily operation, cooperation with wireless end snapping business and video development of easily defeating business, expounds the whole revised operation plan of magic key easily defeat in stages, the fifth chapter briefly expounds the system and dimension of effect evaluation; The last chapter mainly aims at this plan to do some reflection and summary.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;G229.2-F
本文编号：2324961
[Abstract]:Internet Box 1, as a traditional TV and Internet connection device, is entering millions of families. The status of the traditional TV as the home entertainment terminal is different now, and the Internet box has become the entertainment terminal of the new generation living room with its massive network resources and multiple function services. The Internet gene enters the family living room, provides the brand-new imagination space for the "big screen era" new commercial form. TV screens, with hundreds of millions of home users, have become a new battleground for traffic and access. TV Taobao is a special home shopping application created by Alibaba Group for TV users. It aims to provide the best TV shopping experience for home users and to continue the dominant position of the e-commerce business in the TV terminal. In turn, create a new flow platform for merchants, so that businesses get more brand display and commodity trading opportunities. TV end rush to buy business "magic keys easily beat" as one of the key content of television Taobao, also bear the heavy responsibility of Ali Department e-commerce business stationed in the living room. Up to now, the magic key easily beat the plate on the line in April, mainly in the way of ultra-low price to meet the low price demand of users, has accumulated a higher flow of users. But magic keys easily beat in daily operations, thematic planning, marketing and other aspects, there is still a lot of room for optimization. High traffic, low conversion is also easy to beat the business facing the main problem. Based on the above problems, this plan from the product optimization, platform building and brand building three levels, put forward magic key easily beat the version of the revised version of the operation, in order to enhance the overall impact and conversion of TV end buying business. The first chapter introduces the background, objectives and ideas of the planning, mainly describes the significance of the topic and planning methods; The second chapter makes a macro analysis on the current development of Internet TV and TV e-commerce, at the same time, analyzes the objective environment of TV Taobao and easily defeating business from the micro level, the third chapter comprehensively expounds the operation status and existing problems of magic key easily defeating business. The fourth chapter, from the optimization of daily operation, cooperation with wireless end snapping business and video development of easily defeating business, expounds the whole revised operation plan of magic key easily defeat in stages, the fifth chapter briefly expounds the system and dimension of effect evaluation; The last chapter mainly aims at this plan to do some reflection and summary.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;G229.2-F
【参考文献】
相关期刊论文 前1条
1 龙振威;;互联网产品推广五大思考[J];程序员;2009年10期
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