【摘要】：互聯(lián)網盒子1作為傳統(tǒng)電視與互聯(lián)網之間的連接設備,正走進千萬家庭。傳統(tǒng)電視作為家庭娛樂終端的地位今非昔比,而互聯(lián)網盒子以其海量的網絡資源和多元的功能服務,已成為新一代客廳的娛樂終端�；ヂ�(lián)網基因進入家庭客廳,為“大屏時代”新的商業(yè)形態(tài)提供了全新的想象空間。擁有億萬家庭用戶的電視屏,成為流量和入口之爭的新陣地。電視淘寶是阿里巴巴集團專為電視用戶打造的家庭購物應用,旨在為家庭用戶提供最優(yōu)的電視購物體驗,延續(xù)阿里系電商在電視端的統(tǒng)治地位,進而為商家打造一個全新的流量平臺,使商家獲得更多品牌展示和商品成交的機會。電視端搶購業(yè)務“魔鍵秒殺”作為電視淘寶的重點內容之一,同樣承擔著阿里系電商業(yè)務進駐客廳的重任。截至目前,魔鍵秒殺版塊上線四月有余,主要以超低價搶購的方式滿足用戶的低價需求,已積累較高的用戶流量。但魔鍵秒殺在日常運營、專題策劃、市場推廣等方面,都還存在很大的優(yōu)化空間。高流量、低轉化也是秒殺業(yè)務面臨的主要問題�；谝陨蠁栴},本策劃從產品優(yōu)化、平臺打造和品牌塑造三個層次出發(fā),提出魔鍵秒殺版塊的改版運營方案,以期提升電視端搶購業(yè)務整體的影響力和轉化率。第一章介紹策劃的背景、目標和思路,主要闡述選題意義和策劃方法；第二章對互聯(lián)網電視和TV電商的發(fā)展現(xiàn)狀做宏觀分析,同時從微觀層面分析電視淘寶和秒殺業(yè)務所處的客觀環(huán)境；第三章全面闡述魔鍵秒殺業(yè)務的運營現(xiàn)狀和存在問題；第四章則從日常運營的優(yōu)化、與無線端搶購業(yè)務合作及秒殺業(yè)務的視頻化發(fā)展,分階段闡述魔鍵秒殺的整體改版運營方案；第五章簡要闡述了效果評估體系和維度；最后一章則主要針對本策劃做一些反思與總結。
[Abstract]:Internet Box 1, as a traditional TV and Internet connection device, is entering millions of families. The status of the traditional TV as the home entertainment terminal is different now, and the Internet box has become the entertainment terminal of the new generation living room with its massive network resources and multiple function services. The Internet gene enters the family living room, provides the brand-new imagination space for the "big screen era" new commercial form. TV screens, with hundreds of millions of home users, have become a new battleground for traffic and access. TV Taobao is a special home shopping application created by Alibaba Group for TV users. It aims to provide the best TV shopping experience for home users and to continue the dominant position of the e-commerce business in the TV terminal. In turn, create a new flow platform for merchants, so that businesses get more brand display and commodity trading opportunities. TV end rush to buy business "magic keys easily beat" as one of the key content of television Taobao, also bear the heavy responsibility of Ali Department e-commerce business stationed in the living room. Up to now, the magic key easily beat the plate on the line in April, mainly in the way of ultra-low price to meet the low price demand of users, has accumulated a higher flow of users. But magic keys easily beat in daily operations, thematic planning, marketing and other aspects, there is still a lot of room for optimization. High traffic, low conversion is also easy to beat the business facing the main problem. Based on the above problems, this plan from the product optimization, platform building and brand building three levels, put forward magic key easily beat the version of the revised version of the operation, in order to enhance the overall impact and conversion of TV end buying business. The first chapter introduces the background, objectives and ideas of the planning, mainly describes the significance of the topic and planning methods; The second chapter makes a macro analysis on the current development of Internet TV and TV e-commerce, at the same time, analyzes the objective environment of TV Taobao and easily defeating business from the micro level, the third chapter comprehensively expounds the operation status and existing problems of magic key easily defeating business. The fourth chapter, from the optimization of daily operation, cooperation with wireless end snapping business and video development of easily defeating business, expounds the whole revised operation plan of magic key easily defeat in stages, the fifth chapter briefly expounds the system and dimension of effect evaluation; The last chapter mainly aims at this plan to do some reflection and summary.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;G229.2-F

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相關期刊論文 前1條

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本文編號：2324961