Business Analysis And Functional Design Of Litchi App

With the development of mobile Internet, advertising revenue based domestic traditional TV media, the impact, more and more people skip TV, turn to the Internet to get the required information, television media ratings declined year by year, the brand influence is not as big as before. While the TV media market share continues to shrink at the same time, Tencent, Netease, Sohu, today’s headlines and other new media as a representative of the rapid development of the situation, not only eating away the traditional TV media advertising revenue, but also streaming a lot of young users. In the face of brutal competition, the traditional TV media have to follow the new media, first invested heavily to build the official network TV station, and then follow the trend of the launch of Android and Apple’s mobile client App. However, in actual operation, due to the limitations of thinking and market operation and other factors, the traditional media and new media convergence success of the case, the majority of TV stations are interactive client App only simple copy of the program has been broadcast, in other words, the TV station just opened up a new channel, but they are not based on the characteristics and needs of mobile phone users to design a content with their tastes. Throughout the country, in addition to the Hunan satellite TV’s mango App TV users download the amount of over 10 million, the vast majority of the App download volume is less than ten thousand.This article will be Guangdong radio and TV station’s five App as an example, they launched the market for nearly a year, the user downloads less than twenty thousand, App applications from design, content, interactive and other aspects of the user’s demand is not respected. Therefore, this article through to the industry’s successful model of Hunan TV’s "Mango TV" App and China Radio International’s "mobile TV" App to compare and analysis, combined with Guangdong radio and television existing program resources, from the interface settings, content layout, user interaction and other aspects of the function of litchi App.Secondly, with the increase of the number of the program resources of litchi, the number of programs and the number is increasing, if the user can not quickly and accurately find their favorite TV program, then will greatly reduce the user experience, resulting in user churn. Therefore, in order to solve the problem of program resources and information overload, the new App system will be set up personalized recommendation function, and the use of content-based recommendation algorithm, which relies on the system to extract and analyze the user’s behavior, the user’s interest preferences and browse the historical data, and then for the user to recommend the latest, fastest and most consistent user needs of the TV program.