Study Of Mobaihe Service In S Province Based On User Portrait And Intelligent Operation

“5G is in place and the future is about to coming”,in the era of Internet Big Data,with the booming of long video service provided by Tencent Video,Iqiyi.com,Youku,Migu,and short video service provided by Bytedance,ixigua.com,huoshan.com,Tik Tok,the traditional broadcasting and radio service providers is under serious impact.How IPTV service provided by Chinartelecom,Mobaihe service provided by Chinamobile and other operators' IPTV services cope with challenges brought by the newly emerging technologies,is a question that needs to be solved urgently.In recent years,there are more and more options that are made available to the video audience to meet their demand.Mobaihe's business operation team needs to figure out the answers to the underlying questions such as how to target the customers' preference to push more interesting content respectively,to make the customers stay in living room and willing to pay for the content;How to enable the customers to find out the TV programme that is interesting to themselve;How to convert the skyrocketing content creation cost and copyright costs into profit revenue.In hope of answering the critical questions,this paper will analyze the intelligent and effective measures applied in the operation of S Province Mobaihe Service.Through precise user portrait,and combine with affluent media library,the congenial content can be targeted to the customers accurately.This paper analyses a samples of 219,898 Mobaihe users in S Province,compares with different operation efficiency under the traditional operation mode and Intelligent Operation Mode.Intelligent Operation Mode refers to a novel method that captures the user behaviour through Mobaihe Integrated System,and create the user portrait and tags by analyzing the user behaviour.The backstage CMS organizes content by editing various content and maps the content to the users that are tagged with related interests,thereby the digital database is created.On the foundation of tag system and digital copyright database,the users view behaviour will be defined as tag categories and user groups will be divided.The backstage intelligent recommendation system will push nichetargeting content to the users respectively.Lastly,through the experimental research and argument,the author finds out that the targeted push mode is significantly more effective than the traditional sketchy way of content-pushing,and increases user activity and paid-user conversion rate remarkably.The result of this research shows that it is necessary for S Province Mobaihe Operation Team to broaden the scope of intelligent operation,improve user portrait,content tags and other tagging system,and eventually improve the effectiveness of operational data.