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消费升级正当时,在线演艺如何抓住千禧一代

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消费升级正当时,在线演艺如何抓住千禧一代

* 来源 : * 作者 : admin * 发表时间 : 2017-03-15 * 浏览 : 1853

消费升级,简言之,随着生活收入水平的提升,消费者消费力与生活方式产生变化,消费观念与决策行为随之发生变化,对产品服务提出更高的要求,同时,消费市场的供给端呈现结构性改变,体验型消费逐渐为大众认可。对旅游业而言,消费行为趋于理性,同质化旅游产品逐渐淘汰,在总体增速大幅超过GDP增长率、行业总体被看好的前提下,越来越多的消费者正倾向于自由行。

The upgrading of consumption, in short, as income levels increase, consumer spending and lifestyle changes, consumption concept and behavior change, put forward higher requirements on products and services at the same time, the consumer market supply side has structural change, experiential consumption is gradually recognized by the public. For the tourism industry, more rational consumer behavior, the homogenization of tourism products gradually eliminated, substantially more than the GDP growth rate, the industry overall premise to be optimistic about the overall growth rate, more and more consumers are inclined to free.

这种情况下,即便宋城演艺财报状况并不悲观,但演艺产品如何通过不断升级演艺内容与体验,适应逐渐成长为消费市场主体的85后、90后的消费偏好,包装以文化外衣,并且应对景区、主题公园同业者的竞争,包括不断涌入的全球文化娱乐集团以及国内成长迅速的玩家(除了“旅游+演艺”类,还有主打科教牌、游乐牌、海洋奇观牌等等各式竞争者,遑论身揣大额钞票的地产界大亨环伺。)成为宋城演艺刻不容缓的棘手问题。

 

    In this case, even if the Songcheng performing earnings situation is not pessimistic, but how to performing products through continuous upgrading of entertainment content and experience, to 85, 90 after growing consumer market consumer preferences, cultural packaging to coat, and deal with scenic spots, the theme park industry competition, including the global cultural entertainment group influx and the rapid growth of the domestic game player (in addition to "Travel + entertainment", and the title and brand, brand, brand and so on the wonders of the ocean play all kinds of competitors, not to mention the body hides large amounts of money to real estate tycoon do.) Become an urgent problem of Songcheng performing arts.

2016年上半年,宋城景区散客营收超过团客营收,成为宋城逐渐融入消费升级大潮的里程碑。宋城演艺给出的解决方案是:

In the first half of 2016, Songcheng scenic fit revenue more than mission revenue, Songcheng has gradually become a milestone in the tide of consumer upgrades. The solution to the Songcheng show is:

一、线上线下融合,收购六间房,寻求新业务增长点。一方面与教育机构合作培养头部优质主播,打造线上IP;一方面将现场演艺融合到线上,发力移动