Research On Operation Mechanism And Strategies Of Video Commerce

Since 2000,after the period of inoculation,germination,steady growth,China's online video industry is stabilizing its pattern nowadays.Simultaneously,the number of users,combined with the size of the market,continues to grow.Sweeping from WeChat short video to live,blatant net red,supplemented by barrage,VR/AR tools,the development of video media makes information content(PGC/UGC)appear to be more comprehensive in visual form,entertainment,real fun.All this is herald:video era has come.However,the Internet video industry boom is hidden behind the production of body fluid exuberant and being confronted with a profit dilemma.At the same time,ecommerce market in China keeps steady advancement,and during in the process of moving towards ecological road,it has urgent demand to build traffic super entrance.Based on the complementary advantages,video platform together with electric business platform "conspire" to explore more business value marketing model.Under this opportunity,vEcommerce marketing model-an important practice of content marketing concept model arises at the historic moment.In the era of content marketing,video marketing as a means of core,it will integrate electrical business with natural advantage,refactor ecommerce visual quality,the traffic system,and new shopping experience.In this paper,by using the theory of literature research,theoretical and case analysis method,to explore prospectively the combination of marketing mode and operating mechanism of the video ecommerce.Here,chapters content includes the model definition/type/characteristics,developing process,operation mechanism,mechanism of action,case analysis,development bottleneck and optimization strategy,etc.Article defines the concept of "video ecommerce",argues that it is a kind of a marketing model which views "content is store,the screen is channel" concept as the core.Through the Internet video content innovation and the use of interactive video technology,the video content consumption and electrical business products/services heads together to facilitate users to realize "purchasing while watching".Based on the definition,the author summarizes the types and a few features of video ecommerce.Then,the article,from the perspective of integration and development in the industries of video and ecommerce,penetrates vEcommerce model upgrading path with two dimensions,namely,the evolution of the macro model segmentation and its own development time.Next,the article focused on exploring the operating mechanism of video ecommerce model.On the pattern forming,the author believes that the video content,the electric business platform,users and relevant auxiliary system constitutes the main body role of video commerce marketing model.These elements together cooperate to make the whole model presents a "information + capital +logistics" sustainable closed-loop system.On the operation mechanism,video commerce especially emphasizes the value of "user content" link.High quality content through video output,to build the immersion "consumption scene" with user in the form of emotional connections,emotional interaction,and further to stimulate users "consumer impulse".The author also takes phone Taobao "one thousand nights" project as an example for its video content,through the case analysis of marketing highlights its reference value.Finally,the article summarizes the reality facing the current vEcommerce business model development bottlenecks,such as user habit,operating experience,content production,technical implementation issues.In view of this,the author proposes that,video commercce future large-scale development needs in its practice whole process and insist on the principle of "customer value" in the whole value chain,according to the content of"creative content + unblocked channel + based combination(technical,policy and other supporting facilities)by" general idea of video-ecommerce ecological building.