Tencent Microvision Pan-entertainment Research And Design Practice

With the rapid development of the Internet,people's consumption of entertainment content has gradually shifted from TV to mobile,and many new entertainment media and forms of communication have also been produced.With the rise of the use of mobile terminals,Internet companies have begun to produce their own web dramas,TV series,movies,and variety shows,and began to create their own label IP.So the concept of pan-entertainment became popular.In particular,the content platform APP in the Internet has begun to optimize the experience with multiple paths,multiple modes,and full links,and plan a series of promotional activities and Internet-based products to maintain a healthy and good product ecology,so that users can have a better and richer experience.Pan-entertainment experience.The ecological operation of Internet APP products from customer acquisition,incentives,retention,dissemination to revenue(AARRR model),each link needs to have sufficient user demand thinking and experience design intervention,panentertainment as a new model and core theme of the content industry More in-depth analysis and design are needed to better carry related brands and create a good user experience to form a good product ecology.This topic originated from the variety show and TV drama special project that the author participated in during the internship of Tencent's short video community"Tencent Wesee" product department.In this special project,it is necessary to focus on the brand carrying and user emotional consumption of the popular variety show "Sister Riding the Wind and Waves" Carry out event planning and Internet-based product design.Break through the "experience-based" design method of the traditional communication industry,analyze the needs and experience methods of users in the whole process through the AARRR model,and carry out "user-centered" Internet-based product design.In this way,core users are retained,potential users are recalled,new users are motivated,and the goal of content consumption is achieved.Based on the AARRR model and the project background of the user ecological operation of the short video community,this article will conduct user experience research on the content of pan-entertainment(mainly movies,TV,variety shows)in the mobile client APP of the short video community.In addition to studying the actual Application of the AARRR model in pan-entertainment scenarios,the main methods used include industry analysis of pan-entertainment categories,product analysis of Tencent Weishi APP,horizontal comparison of various short video APPs,and APPs related to pan-entertainment categories.Analysis of competing products.Finally,it will combine the AARRR model and experience design,and jointly output related Internetbased product design methods,and conduct design practice and data verification through popular variety shows and TV series.This article provides a certain design method and reference for pan-entertainment content consumption,user growth event planning and Internet product design,and also provides a certain theoretical reference for other event planning and Internet product design related to pan-entertainment content platform product operation.