电商与新媒体的竞合:亚马逊的流媒体进程与启示

Competition and Cooperation between E-commerce and New media:Amazon's Streaming Media Process and Enlightenment

在流量经济时代,电商与新媒体的竞合,具有多维逻辑基础:一是新媒体的商业化扩张需要;二是跨界联合有助于提升协同效能,三是电商需要搭建新媒体传播的系统闭环。以国际知名电商平台亚马逊为例,其通过大额版权投资、获取流量入口、平台化运作、搭建媒体生态链,大流量集客、助力电商发展,实现了新媒体业务的拓展。亚马逊的探索为电商与新媒体的竞合,打破各自边界、提升内容价值、增强技术赋能提供了可参考的样本。

In the era of traffic economy,the competition and cooperation between e-commerce and new media has a multi-dimensional logical basis.First,the needs of commercial expansion of new media;Second,cross-border cooperation helps to improve synergy.Third,e-commerce needs to build a closed-loop system for new media communication.Take Amazon,the internationally renowned e-commerce platform,as an example,which obtains traffic access through large copyright investment,builds media ecological chain by platform operation,helps the development of e-commerce and realizes the expansion of new media business through large flow of customers.Amazon's exploration provides a reference sample for the competition and cooperation between e-commerce and new media,breaking their respective boundaries,improving content value and enhancing technology empowerment.