我国互联网视频平台用户黏度提升策略探究——以芒果TV独播为例

Research of Strategies to Improve the Stickiness of Internet Video Platform Users in China——Taking the Mango TV Alone Broadcast Drama as an Example

首先对互联网视频平台用户的消费行为特点进行了分析,然后提出了我国互联网视频平台存在的问题,最后以芒果TV独播剧为例,提出了提升互联网视频平台用户黏度的对策建议。研究主要结论如下:①互联网视频用户的消费行为呈现出内容需求精良化与多元化、消费终端选择多样化、消费体验社群化等特点。②外购资源同质化、自制剧质量参差、广告植入生硬、平台定位不清晰等问题会影响受众的体验感,进而会降低受众对平台的黏性。③明确受众定位,打造个性化品牌,构建互联网社群,增加受众在观看节目时的参与度是提升用户黏度的策略之一;依托优质IP,开发衍生节目,扩大直播领域是提升用户黏度的策略之二;放大明星效应,制造热点话题,跨屏、跨行业联盟是提升用户黏度的策略之三。

This paper first analyzes the consumer behavior characteristics of the Internet video platform users,and then puts forward the problems of the Internet video platform in China.Finally,taking the mango TV single broadcast drama as an example,puts forward some suggestions to improve the viscosity of the Internet video platform users.The main conclusions of the research are as follows:①The consumption behavior of Internet video users is characterized by the sophisticated and diversified content needs,the diversification of consumption terminals,and the consumption experience community.②The homogenization of purchased resources,the uneven quality of self-made dramas,rigid advertising implants,unclear platform position and other issues will affect the audience’s sense of experience,which will reduce the audience’s stickiness to the platform.③Firstly,enhance the user’s stickiness is to define the audience’s position,create a personalized brand,build an Internet community and increase the audience’s participation while watching the program;secondly,enhance the user’s stickiness is to rely on the high-quality IP,develop the derivative programs and expand the direct broadcast area;thirdly,enhance the user’s stickiness is to magnify the star effect,create hot topics and implement the alliance of crossscreen and cross-industry.