Research On "IP-based" Path Selection And Operation Strategy Of Netease Cloud Innovation Conference

Attention scarcity and information fragmentation make it increasingly difficult for businesses or brands to focus their efforts on reaching consumers.In face of the current marketing environment,enterprise marketing thinking is witnessing profound changes from the king of content into the IP marketing gradually.In essence IP is by strengthening certain information or content identification in an information surplus environment to gain user attention and reduce user choice cost.Now more and more enterprises are starting IP marketing such as Alibaba's Tmall Double 11,Taobao Creation Festival,IP marketing thinking continues to expand the application areas,IP objects gradually become diverse,IP-based operations came into being.As NetEase Group self-run cloud computing industry activity,Netease Cloud · Innovation Conference achieved success at the first time.In order to further enhance the effectiveness of the activity,enhance the industry influence and promote the long-term sustainable development of the activity,IP operation becomes the solution.Therefore,the purpose of this paper is to clarify the feasibility of Netease Cloud · Innovation Conference IP-based operation,and put forward corresponding path and development strategy based on it,promotes its development at last.Based on the project of "Netease Cloud · Innovation Conference",this paper adopts the literature research method,questionnaire survey method and interview method,uses high-value IP filtering model judge its feasibility of becoming IP and summarizes the obvious superiority of content value and influence as well as personality and subcultural inadequacies.Subsequently,the paper compares and analyzes the typical activities of cloud computing industry both at home and abroad-Ali Yunqi conference and AWS re:Summarizes the development direction of Netease Cloud · Innovation Conference for the cross-mediated knowledge-based IP,plans a four-link linkage,pyramid-based IP path based on its natural advantages in content value and influence.Then,summarize the IP operation strategy from four aspects:precipitation of content,construction of media matrix,application of marketing strategy and development of commercial derivatives,and provide solutions for IP operation of Netease Cloud · Innovation Conference in the future.Finally,using the "four-tiered pyramid" IP routing and the four-in-one IP operation strategy of Netease Cloud · Innovation Conference,we guide the design of its IP operation.The innovation of this article is mainly reflected in:1.Put forward the "four-tiered pyramid" IP path:compared to the typical activities of cloud computing industry at home and abroad,the paper put forward the "four-tiered pyramid" IP path-Online(from media,columns),offline(sub-activities),linkage layer(live),precipitation layer(industry community)based on the research of Netease Cloud ·Innovation Conference.It provides a reference value for the IP path of other activities in the cloud computing industry.2.Produced a "four in one" IP operations strategy:from content strategy,media strategy,marketing strategy to commercial derivatives.It provides strategic guidance for the practice of industry activities.3.Expanded the radiation of IP marketing thinking:At present,the research object of IP mainly focuses on network literature,publishing group,games and other fields.In this paper,IP objects are defined as brand activities,enriching the research object and research content,expanding the field of radiation...