The Study Of The Strategy That Tencent Video Utilizes In Its User Adoption,Retention,Engagement,Conversion And Reflux

At present,the network video industry goes into the vigorous development stage.The pursuit of effective watching time,the pursuit of paying users,the pursuit of building a video-based Eco-system have become the focus of video sites.Utilizing user adoption,retention,engagement,conversion and reflux is the key to solve this problems.This study taken the example of Tencent Video with the most rapid development in the past two years.This study tries to summarize its current situation and points out its shortcomings at the user's operation level.Besides,this study also tries to analyzes what brings to these shortcomings and give some specific suggestions.Combined with the practice of the Internet,this study will start the analysis from user adoption,retention,engagement,conversion and reflux.This study pointed out the status quo of Tencent Video are in this following aspects.User adoption relies on the high quality channel of Tencent.User retention mainly relies on improving user experience.User engagement comes from a wide range of interactive incentives.User conversion depends on the all-round optimization of payment.User reflux almost through the push of Tencent channels and products.Relying on the multi-angle,multi-level user operation strategies,Tencent Video coverages in hundreds of millions users,also in active users and paying users.After that,this study combined with the status quo and the results of the questionnaire survey,and found that the defects and deficiencies in user operation of Tencent Video mainly in this aspects.In the first,the product promotion methods is limited.Secondly,User retention is insufficient.Thirdly,the user engagement and interaction enthusiasm is very low,the user activity is not high.The fourth,the proportion of paying users is too low,the loyalty of paying users and satisfaction is not enough.Last but not the least,the attention in recalling the loss of users is not enough.Next,this study analyzes the reasons that brings such current defects.First,The limitations of the user access channel are the negative effects of the user acquisition strategy based on the new cost control and internal resource optimization considerations.Second,the lack of experience in all aspects of the product reduces the user retention.Besides the strategy to user activity is not targeted and active incentives is not enough,which leads low user activity Moreover,the memberships' prices and interests are not equal,which makes user conversion slowly and limited.Lastly,user reflux mechanism and means are not complete,so it was difficult to recall the user.Based on the process of this study,this study pointed out some proposed recommendations to Tencent Video for its optimization in users.In terms of user adoption,to expand the new channel and strengthen business cooperation.In terms of user retention,to optimize the user's experience in product to enhance their retention intention.In terms of user engagement,to level the operation of users and improve the active incentive.In terms of user conversion,to make sure the long-term supply of high-quality content and to improve the rights and interests of memberships.In terms of user reflux,to establish the system of warming user loss,and user reflux mechanism.