JS公司基于大数据的网络电视业务运营——以推荐系统管理为例

【作者】 杨敏；

【导师】 宋哲；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 近年来,视频行业在中国发展迅猛,JS公司作为YD集团的省级公司,在移动市场的占有率已超过70%。在移动市场相对饱和,发展潜力不大,主要以保有现有用户的情况下,家庭业务成为JS公司的重点发展领域,而家庭业务主要以宽带为基础,网络电视作为宽带业务的优质内容填充,有效的提升了宽带业务的用户粘性,并加强了用户对业务的感知,增加了 JS公司面向用户的业务触点。JS公司在YD集团中,处于首批对网络电视业务进行自研、自建设、自运营的省级公司。因JS公司在技术拓展、运营模式上的优越性,获得了 YD集团全国家庭业务开放中心的资质,可建设在YD体系内面向全国YD用户的家庭业务开放平台,为各省级公司提供家庭业务服务。在江苏省内,JS公司通过宽带业务和网络电视业务打包套餐、赠送网络电视机顶盒、免费3个月体验等各种促销活动,迅速打开了市场,目前已有超过500万的用户量。在扩大用户规模的同时,增加网络电视的视频内容销售额,不断提升业务收入,进而投入更多资金引入优质视频内容,实现网络电视的良性循环,是JS公司近阶段的工作重心。但当前JS公司网络电视业务用户量虽不断增加,但业务收入增长却较为缓慢,业务持续以来的粗放式运营导致对于业务收入提升缺乏数据支撑和手段,对于现有收入项目无力进行提升,也缺乏新的业务收入增长点。在用户体验方面,用户对产品的感知较差,尤其是对视频内容的满意度较低。为解决当前问题,提高业务收入,需在不断提升用户对网络电视业务的满意度,尤其是内容满意度的同时,加强营销活动的开展,并开拓新的业务增长点,逐步从原来的粗放式管理,逐渐转为精细化管理,对每个网络电视用户进行分析,提供个性化产品,满足不同用户的需求。为此,需要对网络电视业务进行大数据分析,以大数据分析为基础,构建推荐系统,对用户从产品呈现、内容、营销活动和广告方面进行个性化产品呈现。在产品呈现上加强整体界面设计、互动操作体验、主体内容的个性化推荐,从整体产品特点上提升用户感知;在内容推荐上深入分析用户的日常内容观看情况,分析其可能感兴趣的内容进行推荐;在营销活动上,对用户进行分类和聚类,对于不同用户开展不同的营销活动;在广告投放上,为用户推荐可能感兴趣的内容,提高转化率的同时避免用户满意度的降低。基于以上4个方面的研究,构建JS公司的网络电视推荐系统,配合JS公司网络电视业务的日常运营,提高用户对业务的满意度和对产品的忠诚度,不断提升JS公司网络电视业务收入和在行业的影响力。更多还原

【Abstract】 In recent years,the video industry in China is developing rapidly.JS company,as YD Group’s provincial companies,its market share in the mobile has more than 70%.As the mobile market is relatively saturated,there’s no development potential.JS company’s main goal in the mobile market is to maintain existing users.So the family business has become the focus of the JS company’s development areas.The family business is mainly based on broadband,and the network television service as high-quality service using broadband,effectively increasing the user stickiness of broadband services,and strengthening the user’s perception,making an expanded point to contact to the users.JS company in the YD Group,is the first provincial company to self-study,self-construct,self-operate the network television business.Due to the advantages of JS company in technology development and operation mode,JS company has gained the qualification of YD Group’s National Family Business Center.It can build an open platform for family business in YD system for national YD users,and provide family service to other provincial companies.In Jiangsu Province,JS company through broadband services and network television business package,presented network TV set-top box,free 3 months experience and other promotional activities,quickly gained the market share.And due to a good business experience and high-quality television content,the users are satisfied with JS company’s network television service.Now,JS company has already got more than 5 million users.At the same time of the expansion of the scale of users,increasing the sales of video content of network TV,continuously increasing business revenue,and then investing more funds to introduce high-quality video content to achieve a virtuous circle of network television is JS Company’s focus of the recent stage of work.Although the network television service users is increasing currently,the revenue growth is relatively slow,and no data to support the job of revenue raising because of the extensive operations.In the user experience,the user is less aware of the product,especially not satisfied with the video content.In order to increase business revenue,it is necessary to continuously enhance the users’ satisfaction with the online TV business,especially the satisfaction with contents.At the same time,it should step up marketing activities and open up new business growth points,gradually turn from original extensive management to the refined management.To analyze every network television users and provide personalized products to meet the needs of different users.To this end,it is necessary to carry out big data analysis on the network television business,build a recommendation system based on big data analysis,and present the personalized products to users from product presentation,content,marketing activities and advertisements.Enhance product design on the overall interface design,interactive experience,the main content of the personalized recommendation,from the overall product features to enhance user perception;content recommendation based on user’s daily content viewing analysis,recommend the content that users may be of interest to.To conduct different marketing activities to different users by user classification and clustering.And advertising by analyzing the content that users are interested in,to improve the conversion rate while avoiding the decline in customer satisfaction.Based on the above four aspects,build JS’s network television recommendation system,with the daily operation of JS’s network TV business to improve user satisfaction with the business and product loyalty,and constantly improve the company’s network TV revenue and the influence in the industry.更多还原