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Inventory- What type of Internet culture company 39;s most noteworthy-(库存-什么类型的网络文化公司 39;最值得注意的)

2017-12-20 10页 doc 37KB 18阅读

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Inventory- What type of Internet culture company 39;s most noteworthy-(库存-什么类型的网络文化公司 39;最值得注意的)Inventory- What type of Internet culture company 39;s most noteworthy-(库存-什么类型的网络文化公司 39;最值得注意的) Inventory: What type of Internet culture company's most noteworthy? Internet reconstruct cultural industries Compared to the traditional cultural industries, the...
Inventory- What type of Internet culture company  39;s most noteworthy-(库存-什么类型的网络文化公司  39;最值得注意的)
Inventory- What type of Internet culture company 39;s most noteworthy-(库存-什么类型的网络文化公司 39;最值得注意的) Inventory: What type of Internet culture company's most noteworthy? Internet reconstruct cultural industries Compared to the traditional cultural industries, the Internet culture showing some important features. A cultural product the big bang. The original license as a result of the qualification, limited access, production costs, the reasons for higher professional requirements, only the content produced by a few companies, along with the disappearance of these barriers or reduce massive enterprise (business team) into the content production, content product greatly rich Internet culture into the early stages of prosperity. Multiple types of content forms have been developed, the same type of content more refined products, unit investment costs continue to push, mass content quickly emerge, rapid depression, competition from rivals never know. 2, the user-oriented. Traditionally, when a TV drama companies will sell television drama, he wants to consider the needs of the audience, but also should consider the needs of television, because pay for television drama is 1 not the audience, in this sense, the film and television business but not for the television production of drama for the audience, is a television-oriented nature of this mode of production on the drama. Internet market, content producers directly to end users, if the contents are not authorized users, do not set up any business model, therefore, must be the Internet culture corporate culture, organizational structure, process-oriented system based on the user’s on. In addition, the user guide is not just the vulgarization of the vulgar, like a lot of the content of the current product as presented, although such content can gather users faster, it seems in line with user-oriented criteria, but the vulgarization of vulgar content is also and corporate poison. Content has its own laws, the user needs to lead instead of simply pandering appropriate. 3, user management thinking. Traditional cultural enterprises do not really understand their content to consumers, consumers face blurred, the company has only a few inaccurate figures to guess the user’s consumption preferences and consumer expectations, such as ratings survey. Traditional Culture did not consciously user 2 accumulation, although each of the content seems to have a lot of readers, viewers or listeners, but after the end of the contents of these readers, viewers or listeners disappeared. The next time the content is launched, companies also need to get these readers, viewers or listeners to pay the cost again. The Internet will everyone together, as long as there was a connection, no matter how large companies are able to communicate directly with a specific user to a turn true. Therefore, the Internet culture business both to understand their users, they do not have to pay the cost of obtaining the user on the user’s operating profit gained spike traditional cultural enterprises. The larger user base, the more viscous closely reflect the more competitive an Internet culture business. From the user guide and user management thinking, Internet companies need to gather all of our energy on the product, making the product user scream, exceeding customer expectations in order to win customers long-lasting. 4, audience fragmentation. Culture in the traditional sense only for mass market product development, 3 because the market is too small, not enough to support a large-scale enterprise development needs, and on the economy, only a small group of people to develop products is uneconomical. Kevin Kelly proposed a 1000 fan theory that as long as the product has 1000 fans that have to make it self-sufficient operational capacity. Borrow from the Internet, the first human in history to provide both universal content products, but also can produce long tail, niche product content, a lot of very finely divided cultural products to be created, and many micro and small enterprises in the culture markets do well. In fact, by audience fragmentation, more people are coming into the Internet culture, thus the popular culture to the extreme. 5, socialization. User preferences for different content form different groups, consumer content that occur within the community. Within the community, content is still at the core, but there have been some significant changes, ‘you played in Taiwan, I see in the audience,’ the model no longer works, the interpretation of the content of the community, reconstruction, the ability to create even more important than the content 4 itself. Responsible for user content and connect them to filter out, to provide an identity for the user community, interactive blend, sharing, involved in the creation, into a sense of emotional connection, and so a higher viscosity than the appreciation of the content. Under the community content model, the focus is no longer a way to enjoy the content, but the community itself into a carnival. 6, instant gratification. Output frequency content of the need to speed up the frequency of consumption consistent with the human, when sometimes you need to have, if not timely met, the user will choose to leave, the cost of re-obtain the user’s unbearable. For example, many fast-food-type content taken the day shift pattern, excluding the effect of its reservation users, its effect is to get the user more than 10 times more weeks. 7, mobile. Needless to say, mobile content consumption accounted for more high end, look at the game and the video to know. 8, the contents of the pan. Many of the original effective working model needs into a powerful content creation creative and production capabilities in order to maintain and enhance competitiveness in the Internet age. 5 In the advertising industry, for example, simple and crude brain * gold make you remember because viewers have no choice, if the user can select advertising content only with attractive advertising to win customers, the advertising industry to become part of the content industry. Internet culture industry investment logic Internet culture industry manufacturers can be divided into two types, platform type, and content type. Cultural industries platform and generate functional mechanisms of different platforms. Functional applications, such as search engines, Category Navigation, shopping sites, such as anti-virus software can rely on technology, experience, ease of use, product features, and other data accumulated to form a relatively unique and monopoly, thus becoming the platform. The cultural products because of its values and content fit the needs of users, the formation of massive user adsorption capacity to become a platform technology capabilities, product back seat. Since the cost of user migration between platforms is zero, users are attracted to unique content, once attractive content decreases the attractiveness of the platform that 6 is plummeting. Cultural products, the platform is a viable path to establish their own media properties (ie, this is different from each other in content characteristics, values, etc.), research needs of the user’s content, depth of content and technical functions and product integration. More powerful than the platform-based manufacturers are eco-makers, this type vendors must have a strong platform, in addition, they are also for the industry chain parties involved, especially the content-based manufacturers continued to provide a balanced distribution of benefits. Platform type / eco-enterprise investment opportunities is not too much of their investment logic and content-based manufacturers have in common, not as separate instructions. The content-type firms, the current industry environment in which deserve the evaluation of the ‘best of times’ and ‘worst of times’. On the plus side, no intermediate links, directly facing the user, the human barrier wall is gone, reduced barriers to entry to almost no threshold, little investment, you can start; the market for high-quality content is very hungry novelty , it is easy to 7 be successful; some strong content and innovative content have the opportunity to make a vertical platform. From the bad side, the influx of competitors, free content, continually tease high consumer tastes, ready to meet the needs of users are a huge challenge. So, what kind of content-based manufacturers have investment value? A severe vertical. Severe vertical rather than content-oriented enterprises have tasted greater likelihood of success, severe vertical easier to build a high threshold for competition, and enhance the safety factor, but also easy to absorb all the talents and resources of creative content vertical areas. Corporate positioning is to address the needs of a target population of some deep secret agents, this area has become the best content providers or operators. 2, the user community thinking and thinking. Business operating system based on the acquisition, development services and user basis, you form a community organization in some way, between users, enterprises and users are connected to form a continuous interaction depth can make use of this approach. For example, to build their own operating platform (APP, 8 public number), product development around the user needs to modify the product to stimulate user participation, maintain daily content more / week instead of months more and more and more. Core Internet content is user-oriented enterprises operate. 3, all the media and the whole industry chain. User acquisition and retention to meet user needs to have a full production capacity of the media, both content-oriented enterprises have their own main media forms, but also provide videos, great films, but also to provide community-based, sometimes in order to meet He needs entertainment, animation needs that require thinking all media operations, as well as capabilities. The whole industry chain, the same IP, but also put it into the form of games or movies, fully tap the value of IP, and more importantly, to establish a relatively high threshold in this category. 4, the company of creativity. Chance of content creation is not enough, there is the investment value of the content-oriented enterprises continue to make creative predictably produce, one important aspect is to establish a mechanism to attract talented people in this 9 industry, the acquisition of creative innovation in this industry. Creative content will always be a better idea next transcend, if not sensitive to the market and build a strong creative harvesting capacity, competitiveness of enterprises in the next content may be defeated. A company can not monopolize some creativity and creative production, but can continue to approach this goal. 5, the team’s capabilities. The best content creation business leader needs to have three kinds of thinking characteristics: First, the Internet thinking, the second is commercial thinking, three cultural feelings. We need a deep understanding of present and future, the mainstream media platform has been changed to change the Internet, the Internet is both a tool, but also a fundamental change in attitudes, thinking no Internet content and creative products, its vitality and competitiveness is very doubtful. Commercial and creative thinking to ensure that the contents of consciousness there is a demand and user-oriented, cost control, there is the process node, there are staff motivation and so all operations management business, the pursuit of corporate value and the ability to enhance 10 the essential concepts, rather than an impulse, abstract only for the pursuit of the ideal kingdom of art. Third, cultural feelings. Content and creative enterprises are contradictions commercial and artistic, cultural understanding and promote feelings of the door, shut the door of the great works of art, business will be attributed to dry, and only really move people, will eventually gain money. Current entrepreneurial circles, often referred to invest after 90 laps. To my opinion, after 90 represents a unique industry in transition trend. Age generation plan to describe the contents of the trend is concise approach, but sometimes oversimplify complex reality. With all populations, including the elderly and groups of children after so access the Internet, the Internet culture of consumption patterns and consumption patterns will be relatively close to the traditional culture, which is determined by the population structure. Careful observation will find the kernel of premium content has not changed, still the good and the beautiful, still love, family, friendship, youth, growth of these topics; professional content has not changed, the quality of 11 content is still a few people from the creative and specialization of production. Change the gameplay in the form of content, content reaches way, content. Unchanging human nature, to accomplish great content-oriented enterprises, should be based on the needs of the mainstream of the mainstream population as the main direction. (Source: i dark horse; Author: Zhang Yuanlin; compile: ) 12
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