From Interest Gathering To Commercial Realization

Under the Web2.0 environment,the online community has gradually grown in the Internet field,providing members of the community with information acquisition,knowledge sharing,and emotional communication.In the favor of users and capital,the beauty short video community has become an important part of the online community.In the beauty makeup short video online community,operation is the core measure to unite members,realize commercial realization and extend the life cycle of the community.Therefore,this study takes the "beauty short video online community"as the research object,and conducts research on issues related to the operation of the online community through literature survey,participation in observation,text analysis,and specific cases.This study is divided into six chapters.The first chapter introduces the research origin,research significance,research problems and research methods,and briefly summarizes the relevant literature;the second chapter analyzes the background of the community operation of the beauty makeup short video,and conducts the time of the community operation from the perspective of product life cycle Longitudinal observation of Chapter 3;based on the information production process,the content operation is analyzed from content selection,content production and content distribution;Chapter 4 is based on the AARRR model as a theoretical basis and operates on users from three aspects:acquisition,retention and activation Conduct research;Chapter 5 summarizes the monetization methods as members as traffic providers,content consumers,and product buyers for in-depth interpretation;Chapter 6 reflects on the dilemma of community operations and proposes them in a targeted manner Optimized path.Through analysis,it is found that the development of the mobile Internet,fragmented scenes and "value economy" is the background of the beauty makeup short video community operation,which can be divided into three stages:the initial stage,the growth stage and the mature stage.In terms of content operations,content selection is provided jointly by both community creators and community members.Content production types include four categories:evaluation grass,makeup tutorials,knowledge dry goods,and creative plots.In addition,community organizers usually distribute content on multiple platforms in the form of columns or episodes,and are committed to creating full coverage of online channels.In terms of user operations,first rely on content penetration,drainage mutual push and word-of-mouth communication to obtain members,secondly,community creators and community members are the link to retain other members,and finally community organizers activate users through structural,psychological and resource empowerment.In terms of commercial monetization,there are mainly seven types of content payment,user rewards,resource replacement,e-commerce delivery,advertising payment,platform subsidies,and traffic flow.Community members act as content consumers,product buyers,and traffic providers.character of.At present,although the beauty makeup short video community operation has entered a mature period,it still needs to be optimized and improved in terms of content operation,user operation and commercial monetization.Users gather together in the beauty makeup short video community because of their common interests.The community is a product of the mobile Internet era with its own business genes.The organizer builds a closed loop of operations from interest gathering to commercial realization through content and user operations.Among them,content operation and user operation are means of gathering members,and commercial monetization is the ultimate goal.This research aims to promote the upgrade and transformation of this type of community through the research on the operation of the beauty makeup short video network community,while also providing reference and reference for other types of community operations.