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Analysis of The Influence of "COVID-19" Epidemic Stay-at-home Economy on "Short video plus " Business Model
Proceedings of 2020 China Marketing International Conference ; : 1276-1283, 2020.
Article in Chinese | Web of Science | ID: covidwho-1371157
ABSTRACT
The novel coronavirus (the following is named COVID-19) epidemic in 2020 has greatly stimulated the development of "stay-at-home economy", and then affected the business pattern of all walks of life. During the epidemic, people were forced to be quarantined, which greatly increased the time of staying at home, offline demand quickly shifted to online. Users' habits and behavior of short video platform changed greatly, "short video + live", "short video + e-commerce" ,"short video + social" and other operation combination forms developed rapidly. Based on the special factors of epidemic stay-at-home economy, this paper studies the changes of users' behavior and habits brought by epidemic stay-at-home economy and analyzes the effects of these variables on "short video +" industry content generation mode, one of the important components of MCN (multi-channel Network) mode. It is concluded that "short video +" industry content generation mode has moved from PGC (professional production content), OGC (occupationally production content), UGC (user production content) to PUGC (professional user production content) based, plus 3C drive together. At the same time, combined with the current industry hot cases, analyze and promote the new "short video +" industrial chain business model, which will continue works for a long time from content production to operation, to user acquisition, then to commercial realization even after the end of the epidemic in the future.
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Collection: Databases of international organizations Database: Web of Science Type of study: Health economic evaluation / Prognostic study Language: Chinese Journal: Proceedings of 2020 China Marketing International Conference Year: 2020 Document Type: Article

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Collection: Databases of international organizations Database: Web of Science Type of study: Health economic evaluation / Prognostic study Language: Chinese Journal: Proceedings of 2020 China Marketing International Conference Year: 2020 Document Type: Article