2022中國內(nèi)容云發(fā)展?fàn)顩r白皮書-49正式版

前 言///內(nèi)容引力的誕生///當(dāng)前世界經(jīng)濟(jì)走向復(fù)雜格局，企業(yè)發(fā)展面臨日趨復(fù)雜的挑戰(zhàn)，亟需探尋新形勢下最具成效的增長之道。海比研究院研究發(fā)現(xiàn)，流量紅利消退下，越來越多企業(yè)選擇布局內(nèi)容業(yè)務(wù)作為驅(qū)動業(yè)務(wù)增長的新引擎。 ??但是，我們同時也發(fā)現(xiàn)，內(nèi)容建設(shè)的數(shù)字化、智能化也才剛剛起步，內(nèi)容云的理念也剛剛由火山引擎等公司提出并發(fā)布。內(nèi)容建設(shè)的支撐體系與方法論，尤其是內(nèi)容云的內(nèi)涵與相關(guān)規(guī)范還沒有達(dá)成共識。這在一定程度上阻礙了內(nèi)容云這個數(shù)智時代新物種的健康發(fā)展，也為企業(yè)依靠內(nèi)容建設(shè)驅(qū)動增長帶來了很多不必要的困擾。為幫助組織建立以內(nèi)容驅(qū)動新增長的方法與方案，為更好促進(jìn)內(nèi)容云產(chǎn)業(yè)快速健康發(fā)展，海比研究院、中國傳媒大學(xué)媒體融合與傳播國家重點實驗室、火山引擎、場景實驗室共同組建專項研究小組，開展我國內(nèi)容云發(fā)展?fàn)顩r研究專項。結(jié)合廣泛的數(shù)據(jù)調(diào)研結(jié)論及企業(yè)用戶、內(nèi)容與數(shù)智化技術(shù)專家、科研院所第三專家的深度訪談，通過“定量+定性”調(diào)研相結(jié)合的方法，內(nèi)容云專項研究小組從當(dāng)前企業(yè)內(nèi)容建設(shè)現(xiàn)狀與需求、內(nèi)容云內(nèi)涵與價值、內(nèi)容建設(shè)方法論與路徑，以及內(nèi)容云發(fā)展趨勢等方面完成從宏觀到微觀的研究與解構(gòu)，詳構(gòu)內(nèi)容云的理念、生態(tài)與價值。?目錄///內(nèi)容引力的誕生///?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????第一章企業(yè)增長?????????????????????????????????????????????????????????????????????????????????????????????????????????????????的挑戰(zhàn)·····················?051.增長新動向·····································??????????????????????????????????????????????????????????????????????????????????????????????????????????????????051.1用戶線上化 ·········································?????????????????????????????????????????????????????????????????????????????????????????????????????????????????061.2業(yè)務(wù)線上????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????化········································· 071.3渠道線上化·········································????????????????????????????????????????????????????????????????????????????????????????????????????? 082.增長新挑戰(zhàn)·····································102.1?????????????????????????????????????????????????????????????????????????????????????????????????????10缺少有效服務(wù)場景····································2.211難以挖掘用戶興趣····································2.3????????????????????????????????????????????????????????????????????????????????????????????????????????????????11無法找到增量市場····································????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????13第二章用戶(場景??????????????????????????????????????????????????????????????????????????????????????????????????????????????內(nèi)容云····················1.呼喚內(nèi)容云····································13????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????152.內(nèi)容云，2B新物種································?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????163.內(nèi)容云價值····································3.1?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????16連接用戶···········································3.217體驗升級···········································3.3??????????????????????????????????????????????????????????????????????????????????????????????????????????????18業(yè)務(wù)增長···········································????????????????????????????????????????????????????????????????????????????????????????????????????????????????????第三章內(nèi)容云數(shù)智新生態(tài)···················19191.內(nèi)容建設(shè)新范式·································1.1?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????19舊范式VS新范式····································????????????????????????????????????????????????????????????????????????????????????????????????????????????????????241.2內(nèi)容五環(huán)···········································?????????????????????????????????????????????????????????????????????????????????????????????????????????????252.內(nèi)容云行業(yè)生態(tài)·································2.1?????????????????????????????????????????????????????????????????????????????????????????????????????26內(nèi)容云產(chǎn)業(yè)鏈·······································????????????????????????????????????????????????????????????????????????????????????????????????????????????????????283.內(nèi)容云產(chǎn)品架構(gòu)·································??????????????????????????????????????????????????????????????????????????????????????????????????????????????///內(nèi)容引力的誕生///3.1?????????????????????????????????????????????????????????????????????????????????????????????????????????????28內(nèi)容獲取工具·······································3.2?????????????????????????????????????????????????????????????????????????????????????????????????????????????29內(nèi)容加工工具·······································3.3內(nèi)容分發(fā)工具·······································293.4?????????????????????????????????????????????????????????????????????????????????????????????????????????????30內(nèi)容消費工具·······································3.5?????????????????????????????????????????????????????????????????????????????????????????????????????????????30運營分析工具·······································3.6?????????????????????????????????????????????????????????????????????????????????????????????????????????????31內(nèi)容運營服務(wù)·······································???????????????????????????????????????????????????????????????????????????????????????????????????????????????????第四章內(nèi)容云建設(shè)????????????????????????????????????????????????????????????????????????????路徑·····················????????????????????????????????????????331.內(nèi)容云應(yīng)用現(xiàn)狀·································331.1?????????????????????????????????????????????????????????????????????????????????????????33內(nèi)容建設(shè)的重視程度加深·······························1.2'66????????????????????????????????????????????????????????????????????????????????35內(nèi)容云的需求主要來自???????????????????????????????????????????????????????????????????????????????????????????????????于APP···························??1.3內(nèi)容建設(shè)預(yù)算加大····································36????????????????????????????????????????????????????????????????????????????????????????????????????????????????382.內(nèi)容云的建設(shè)方法·······························2.1?????????????????????????????????????????????????????????????????????????????????????????????????38內(nèi)容生態(tài)成熟度評估··································2.2內(nèi)容云分階段實施策略································392.3?????????????????????????????????????????????????????????????????????????????????????????????40內(nèi)容云實施方法·····································2.4?????????????????????????????????????????????????????????????????????????????????????????????????????????41內(nèi)容云合作伙伴的選擇·································?????????????????????????????????????????????????????????????????????????????????????????????內(nèi)容云應(yīng)用實踐????????????????????????????????????????????????????????????????????????????????????????????????????????????????????·································43第五章未來展???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????望························471.內(nèi)容云產(chǎn)業(yè)機(jī)遇??????????????????????·································??????????????????????????????????????????????????????????????????????????????????????????????472.內(nèi)容云市場規(guī)模????????????????????????????????????????????????????????????????????????????????????????????????????????????????????·································47 3.內(nèi)容云四大趨勢································· 483.1內(nèi)容云與業(yè)務(wù)走向深度融合?????????????????????????????????????????····························????????????????????????????????????????????483.2內(nèi)容能力底座成為越來越多企業(yè)需要具備的能?????????????????????????????????????????????????力··············483.3內(nèi)容云驅(qū)動商業(yè)“新紅利”轉(zhuǎn)化···························?????????????????????????????????????????????????????????????????????????????493.4企業(yè)更需要配備專業(yè)的內(nèi)容運營人員?????????????????????????????????????????????????????????????????????·····················49?///內(nèi)容引力的誕生///?///內(nèi)容引力的誕生///)+5 )+516/)44/)-?///內(nèi)容引力的誕生///'664,:.8?///內(nèi)容引力的誕生///9@*:) ? )44/)'66'66'666) 6)'66?///內(nèi)容引力的誕生///'66()44/)?///內(nèi)容引力的誕生///??///內(nèi)容引力的誕生///'66'66'6691;??///內(nèi)容引力的誕生///???? ????///內(nèi)容引力的誕生///'/ ?? ?? ?? ?? ??- 11 <8>8????///內(nèi)容引力的誕生/// (-6-) ;-)(??///內(nèi)容引力的誕生///9GG9'/'66??///內(nèi)容引力的誕生///'669'66??///內(nèi)容引力的誕生///)2-9GGY62- )2-@UUS,OMSG 4UZOUT 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