媒体电商,是时候爆发了

• 作 者: 栾春晖
• 机 构: 南都传播研究院,南都报系,道哥论道,
• 出 处: 新闻战线
• 发表日期: 2015年13期
• 关键词: 核心商业 业务体系 购物体验 媒体品牌 自媒体 奥格威 线下 项目团队 是时候 实体店

电商,或者说媒体电商,本质上就是一种高级的广告形式,一种实现广告展示、产品价值观传播、产品购物体验为一体的广告形式。传统纸媒广告收入的下滑已经到了令人触目惊心的地步。而传统纸媒“裁员”的消息也频频见诸报端。透过残酷的现实,我们可以得出两个基本结论 :其一,曾经作为传统纸媒核心商业模式的广告业务受到了十分巨大的冲击,这种冲击的影响不断深入,基本走上了一条不可逆转的通道,也意味着寻找广告商业模式之外的商业变现路径,或对广告商业模式进行系统升级成为必需。

E-commerce, or media e-commerce, is essentially an advanced form of advertising, a form of advertising that combines advertising, product values, and product shopping experiences. The decline in traditional media advertising revenue has come to astonishing proportions. The traditional paper media “layoffs ” news also frequently reported. Through cruel reality, we can draw two basic conclusions: First, the advertising business that once served as the core business model of traditional paper media has been greatly affected. The impact of such an impact has been deepening and basically it has taken an irreversible turn. It also means that it is necessary to search for a commercial liquidation path outside of the advertising business model or to systematically upgrade the advertising business model.