内容经济:内容驱动下的商业模式创新
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"适读人群 :营销总经理 副总、市场总监、大区经理、营销经理 总监等中高层管理者。
1.高晓松说:"内容为王,平台需要内容来填充,内容决定了产品。"智能手机等设备的普及,使得用户获取多元化的信息越来越容易,用户对内容的需求不断提高。如何结合用户的需求,打造更受欢迎的内容产品,实现"互联网+内容产业"的成功落地,就成为相关从业者应该深入思考并力行解决的一个重要主题。
2.互联网表现出来的自由、平等、分享的特征,使得那些有专业知识的优良人才能够将自己掌握的知识、技能、经验等在互联网平台中分享,以微博、微信为代表的社交媒体平台,使人们可以与用户进行实时互动,并随时随地完成交易,这种发展模式有效激活了普通大众的创作热情。而内容生产商可以借助大数据、云计算等技术清晰地描绘出个性化的用户画像,掌握其用户群体规模、购买力、消费习惯等,从而能够找出那些具备较大开发价值的优质作品,并完成价值变现。
3.互联网整体生态环境的优化和内容产业自身的发展成熟,为内容创业者提供了更为多元的商业化形态和变现路径,比如,平台模式、广告模式、内容付费模式、电商模式等。在整体经济面临较大下行压力的背景下,各类创新性的新媒体平台却逆势而上,受到资本市场的普遍青睐。2015年,成功融资且估值过千万的自媒体达到30家,其中甚至不乏估值过亿甚至10亿元的自媒体项目。
4.谢利明老师有超过10年的营销策划、宣传推广和品 牌管理的经验,目前专职做天使投资人,投资了很多文创项目,本书正是基于这样的立意创作,互联网整体生态愈发成熟完善,人们对精神心理层面的文娱内容有了更为迫切和更高层次的诉求,互联网进入了一个"内容为王"的新时代。"互联网+内容产业"的崛起,使得传统内容产业赖以生存的商业环境、消费需求等发生了重大变革,更多的优质内容产品得以创造出巨额的收益,为内容产业的快速崛起提供了
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