Analysis of Three Perspectives of Content Product
Peng La · 2015
Product structure, product levels and key elements are three perspectives to understand the new media product. When we try to turn the traditional media contents into new media products, we also have to analyze them in the above three dimensions. There are four kinds of new media products, including product for network accessing, content product, social relations product and service product. A proper structure of the four kinds of products will lead to the stimulation and enlargement of the content product value. According to the theory of marketing management, a product can be divided to 5 levels: core benefit level, tangible product level, expected product level, additional product level and potential product level. The competitions of the content products often take place in other levels rather than the core benefit level. To understand and excavate the value of every level will help to make better use of the content product.A new media product consists of 7 key elements constituting, including technical base, core value, performance, price strategy, user stickiness, cultural gene and profit model. Among them, technical base, user stickiness and cultural gene are most important for the development of new media content product.