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亚博买球APp出力“数字糊口”:新电视融会经营,晋升大屏经营效益
2020-01-26亚博买球APp

2020NIANSHIBUPUTONGDEYINIAN,XINGUANYIQINGBIJINGHUICHENGWEIRENMENXINLISHENRUDEYINGXIANG,ERYIQINGYEJIAKUAIZANMENDEHUKOUYUDOUHUIDESHUZIHUAJINCHENG。DUIDIANSHIXINGYELAIJIANG,SHI“RONGHUI”ZONGSHENCHENGZHANGDEYINIAN:XINMEITIDERONGHUI、XINSHOUYIDERONGHUI、XINYETAIDERONGHUI、NEIRONGDERONGHUI、QUDAODERONGHUIDENGDENG,XINGYEDEXINGZHUANGHEKUANSHIDOUQIAOQIAODEFASHENGLEFUZABIANGENG。

XINGUANYIQINGHUOJIAKUAILEDIANSHIXINGYERONGHUIJINGYINGBIANGENGDEBUDIAO,YEZENGTIANLEDIANSHIDAPINGHUIYUANFUFEIDEJIYUAN。GEPINGTAIMIANDUIJIBAIWAN、JIWANWANFUZADEDIANSHIYONGHU,ZAIJINGYINGSHANGSHIQISHIZAIDEMIANDUIZHEYONGHUDEKAIJILV、HUOPODU、ZHUANHUALV、ARPUZHIDENGGENGDADEJINGYINGTIAOXIN。

“在电视平台范畴里的融会不只是内容的融会经营,仍是互联网融会经营,更进一步是家庭糊口休会的融会经营” ,亚博买球APp团体股分无限公司(300682.SZ)副总裁、旗下易视腾科技的CEO侯立民在2020年多个智能视听财产服装论坛t.vhao.net上颁发了对电视大屏融会经营的观点。

DIANSHIPINGTAIYONGHUBUJUYIJINRUCHENGSHUQI,DUIPINGTAIERYAN,FANWEISHIGENDI,JINGYINGSHIWEILAI。DIANSHIYINGYEJINGYINGCONGJIYUEZHUANXIANGSUIMI,XUYAOYOUYIGECONGMINGHUARONGHUIJINGYINGXINGSHI。

DAPINEIRONGRUOHERANGYONGHUKANDAO?RUOHEDAZAODAPINGTEXINGHUACHANWUJUZHEN?

| 让用户看到尽能够或许多的节目,构成有用的产物经营矩阵

ZAIXINDIANSHIFANCHOU,YISHITENGYIXIANGZHUANYIYUXINDIANSHIBANSHI,YUDIANXINJINGYINGSHANG、GUANGDIANJINGYINGSHANGSHENMIXIEZUO,DIANMOSHIDUONIANDESHENGENG,CIKEBANSHIYUYUE5600DUOWANDEXINDIANSHIJIATINGYONGHU。JIATINGXINDIANSHIBANSHISHIYABOMAIQIUAPpJUJIAOSHUZIHUA、ZAI“SHUZIHUKOUYUSHUZIDOUHUI”YINGYEFANCHOUDEDIANFANXINGYELIYONG。

“DUIYISHITENGLAIJIANG,BANSHIZHEIMEDUODEYONGHU,ZANMENMIANDUIZHEYIYANGDEJINGYINGTIAOXIN。”HOULIMINBIAOXIAN,CIKEPINGTAIDEHEZUOHENSHIJULIE,RUOSHIJINGYINGPINGTAIDENEIRONGBUJIANQUAN,NEIRONGXINGJIABIBUHAO,YOUDENEIRONGKANBUDAO,YONGHUBIRANHUIQIEHUANDAOQIYUDESHOUKANTILIKANNEIRONG。

“对电视大屏来讲,内容不只要引出去,更主要是在有用的平台上经营。咱们须要逾越大屏的交互妨碍,成立开放可延续的双赢生态。大屏内容引入、整合、经营全网支流内容,有用显现海量内容,完成便利简略的用户休会”,侯立民如是说。

图片17.jpg

ERXIANGYAOXIANXIANHAODECHANWUTIXI,XUYAOYOUHAODECHANWUXIUHUISHEXIANGHEZHINENGJINGYINGTILI。RUOSHINENGGOUCHENGZIYOUDEZHILIUHUIYUAN,BIANNENGGOUHUOXUBANEIRONGBAOZHUANGCHENGPINGTAIZIYOUDECHANWUZIBENBAO,GOUCHENGYOUYONGDEYIHUIYUANDINGYUEWEIJIAODIANDECHANWUJUZHEN,BANSHIZHILIUDETONGSHIZHIZUCHATONGHUAXUYAO。

ZAIDIANSHIDAPINGTIXIXIAMIAN,ZENYANGNENGGOUHUOXURANGYONGHUYOUYONGLIYONGRUXUDECHANWU?ZENYANGYANGBANEIRONGYOUXUDEXIANXIANCHULAI?RANGYONGHUXIAODENAYIGENEIRONGSHISHUYUNAYIGECHANWUBAOHUOSHUYUNAYIGECHANWUDEQUANLI?NAIZHIRANGYONGHUHENQINGCHUDEXIAODEBENSHENMAIGUOSHENME,NENGKANSHENME?

咱们在内容经营上须要把内容真正提掏出来并停止有用的组合,以一种平台同一化的体例去融会经营”。在产物形状上,同一EPG、同一一二级类目、同一搜刮、同一播放器、同一对话,若是想真正有用在电视经营平台把内容深度经营好,就须要这类体例,这是电视平台情况外面真正把全网的内容整合好的必然请求。

| 精准婚配,深挖用户代价,是晋升经营效益和成果最底子的方法

甚么是精准婚配?对这个观点,侯立民以为是“合适的时辰,把合适的内容,在合适的触点,推给合适的人”!

现实上,在易视腾融会经营的体系外面,能够或许分时辰群经营,疾速闭环看到成果,这是真正做好融会经营的一个底子。在经营某一个板块的时辰,若是想有用的分时辰群停止智能经营,乃至是千人千面的聪明经营,面前必然是对内容和用户的深度懂得。经营内容的替代,包含智能化和特性化分群的置换,对经营效益和成果的晋升是最底子的方法。

YISHITENGYIKAOXINDIANSHIPINGTAISHOUYI,DAZAOLE“CONGMINGHUARONGHUIDIANSHIJINGYINGBANSHITIXI”,LIYIGOUJIANLENEIRONGJIYINTIXI、YONGHUJIYINTIXI、NEIRONGRONGHUIBANLITIXIDENGDUOGEPINGTAICHANWU,GOUCHENGCHANWUJINGYINGYANFAYITIHUAZHICHIBUJU。

图片18.jpg

内容基因体系:能对内容深度认知,对天下视频内容停止全方位信息分类,输入同一规范标签,为内容经营供给加倍精准、有用、丰硕的内容支持,为内容发掘供给直观参考,进步内容增值转化。

用户基因体系:基于用户属性及行动特点停止分类,经由进程搭建用户群体的分层,从而完成对差别范例用户群停止针对性的办事,完成精准发卖办事及定向勾当推送,晋升用户感知、用户活泼、下降经营本钱、进步用户付费转化。

侯立民夸大:用户基因体系和内容基因体系的组合,终究处置若何在合适的时辰,把合适的内容在合适的触点,播放给合适的人。

| 环绕电视大屏,供给家庭全场景办事

“电视是家庭的文娱中间,咱们要以电视为中间,为家庭用户供给数字糊口办事,融会家庭全场景内容,以主会员为焦点,成立大屏家庭办事生态。”

DUIDAPINGJIATINGBANSHISHENGTAI,YAOBAJIATINGCHANGYOUDELIYONGCHANGJINGZUHEQILAI,JIATINGHUDONGXIUHUIXUYAOYOUYIXIELIYONG,KESHIZHEIXIELIYONGRUOSHIZILIXIANXIAN,HENNANGAOJUNYIGEJUEYIXINGDELIYONGCHENGGUO。SHIYI,ZHEIXIECHANGJINGLIYONGJIUXUYAORONGHUIDAOPINGTAIQUANTILIYONGLI,ZAIDIANSHIJIDEPUBULIULIRONGHUIDAOEPGXIUHUIWAIMIAN,ANZHAOSHOUSHIDENEIRONG、SHIDUAN、XINGDONGXIQI,BIANRENSHOUSHIREN,PANDINGSUOCHUDEHUKOUCHANGJING,GONGJIXIANGYINGDEBANSHI。

图片19.jpg

大屏游戏:休会家庭交际

YISHITENGZILIYANFADEDAPINGQINZIHUDONGYOUXI——《QINZIGUOJIAJIA》,YINGJIANLEXIANSHANGJIAZAOJIATING,YUXIANXIAHUKOUXIANGLIANXI,GOUJIANYIXILIEXIANXIASHIZAIJIATINGHUKOUSHENMIXIANGGANDEXIANSHANGHUDONGGOUDANG,YIGONGPINGHUDONGWEIJIAODIANXIUHUIJIATINGJIAOJI。

ZAIJIATINGQINZIZHEIGECHANGJINGSHANGSHEXIANGYIGE“SHUANGPINGHUDONG”,DAPING(DIANSHI)YONGYUJIYONGHUDAILAICHANGJINGCHENZUISHIXIUHUIGAN,XIAOPING(SHOUJI)BANSHIYUYONGHUCAOKONG,RANGYONGHUQUDEGENGHAODEXIUHUI。ZAIXIANSHITUIXINGDEJINCHENG,YIDANYONGHUCEYANKAOSHIZHEIGEXIUHUI,TADELIYONGNIANXINGHENSHIGAO。

图片20.jpg

智能教导:打造大屏教导重生态

YISHITENGZUOLELIANGDUODAPINGJIAODAOBANSHIDECEYANKAOSHI,SHINENGGOUHUOXUZAIDAPINGHUDONGSHANGTINGZHIDENEIZHONG。BULUNSHIZHIBOKE,RENGSHIYANXUJIAXIAOGONGYU,DANYUANZANZHUGENGDUODEHONGSHEHEHAIZINENGZAIJIAWAIMIANXIUHUIJIAOHUBANSHI,BAOHANK12DEBANSHIYUZAIJIADEBENZHIJIAODAOLIANXIQILAI。YISHITENGYIZHIYIWEIZHENGHESHEXIANGTOU、YUYINJIAOHU、WANCHENGQUANFANGWEIDAPINGJIAOHUYONGHUXIUHUI,SHIDIANSHIPINGWEILAIRONGHUICHENGZHANGDEYIGEGENBENYINGJIANNENGLI。

居家糊口购物:流量触点,与互联网生态的连通 

YISHITENGZHENGZAICEYANKAOSHIZUOYIXIEGOUWUPINDAO,DANYUANBAGOUWUXIUHUIZHENZHENGRONGHUIDAOQUANBUSHOUSHICHANGJINGWAIMIAN,RANGNEIRONGHEYONGHUDEBANSHISHENDULIANXI,ZHEIXIEGOUWUDEXIUHUINENGLIZHENZHENGDAODAHAODECHENGGUO。

家庭音乐场景:背景音乐、练歌、团圆

BILAIYISHITENGYEZAIZUOYIXIEYINLEYINGYEZHENGHE,BATINGHECHANGDEXIUHUITINGZHIZHENGHE,WEIYONGHUGONGJIJIATINGYINLEBANSHI,RANGJIATINGCHANGJINGBIANCHENGYIGEXIAOXINGYINLECHANGHE,JINENGTINGYINLE,YINENGWANCHENGDAPINGKGEWENYU,TONGSHIZHIZUJIAOJIFENXIANG。

“这么多的家庭场景办事,终究仍是须要展开邃密化的增值营业经营,晋升用户休会,晋升增值转化率。”侯立民对家庭场景生态办事做了总结。

LINGWAI,HOULIMINHAIFEIFENTEBIEKUADALE“KAIJI”DEZHUYAOXING,YOUYUDIANSHIPINGMUCIKEMIANDUIDEYIDATIAOXINBIANSHIKAIJI,KAIJIXIANGZHENGZHEYAOZIDONGBANSHI,ERZIDONGBANSHISHIDIANJIDESHANGFENG,DIANSHIBISHOUJIYINGDANGYOUGENGDADESHANGFENG。ZUOWEIJINGYINGSHANGYINGYANXUJINLICEYANKAOSHIDIANSHIHERENDEJIAOHUDUOMOTAIGANZHIDEAIJIAOHU,SHOUJIGENDIANSHIDELIANXISHIGUANTOUDIAN,XUYAOQUANTIDEYUYUE。RUOSHIWEILAIZAIDIANSHIJIQIANWANCHENGSHOUJIYITIHUALIYONG,JIANGHUIFASHENGXINDELIANXITILI,ZHENZHENGCUNJUANZAIBADIANSHIPINGDESHENGTAIHENUODONGSHOUJIPINGDESHENGTAILIANXIQILAI。


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