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相比早期的用户自制内容,“段子”的运营与营销模式有所不同:在经营方面,“段子”推行经纪与平台双轨制以及盈利模式的多元化,从而减少了对互联网巨头的依赖;在营销方面,“段子”模式构筑的是段子作者、用户及品牌三方相遇的自媒体场域,并通过故事来消除用户对商业及广告力量的抵触心理。从影响来看,段子目前开拓的是长尾广告市场,带来了广告市场的增量而非抢占原有的存量,暂不形成对传统广告市场的威胁,但已对广告公司以及广告媒体的运营思维形成了较大的冲击。
Compared with the early user-generated content, “Duanzi ” operation and marketing model is different: In business, “Duanzi ” to promote the dual system of brokers and platforms and the diversification of the profit model, thereby reducing the Internet giant Rely on; In marketing, the “Duanzi” model builds on the self-media field where the authors, users and brands met in three parts, and through the story to eliminate the user’s resistance to commercial and advertising forces. From the impact point of view, Duanzi is currently open up the long tail of the advertising market, advertising market has brought incremental rather than to seize the original stock, the temporary formation of the traditional advertising market threat, but advertising agencies and advertising media has Operational thinking formed a greater impact.