视频网站:注意力才是竞争力

Thu, 10/23/2008 - 17:35 — 刘进洲

我们生活在需要注意力的年代，同时也是注意力极易疲乏的年代。这种环境下的商业竞争包括视频网之战，谁能获得注意力，谁就能获得发展良机。获取注意力的管道有很多，标新立异是其中的不二法宝。用战略的语言来讲，惟有差异化发展才能获得注意力。人无我有，人有我优，人优我特，都是获取注意力的方法。让我们以酷6网为例来分析之。

      互联网经济是典型的注意力经济(attention economy)。有关注意力经济的研究，美国埃森哲战略变革研究院托马斯·达文波特和约翰·贝克在其所著《注意力经济》一书中有独到的见解。最为经典的观点：当今商业社会中，最稀缺的资源是什么？不是点子，也不是天才，而是“注意力”！确保关键问题获得组织的最高注意——影响商业成败的核心因素。遵循全球商界大师的这些理念再来审视我们的视频网站大战就会别有一番滋味在心头。

      今年以来，视频网站面临分享之困，纷纷转型：或转向高清，或转向视频门户，或转向视频新媒体，或转向SNS。转型之中伴随着发展模式、盈利路径等纷争不断，酷6、优酷、风行、土豆等国内几家大的视频网站互不相让、欲比高低。作为局外人，确实也很难断定谁是谁非、哪高哪低。但如果用“注意力经济”的视角来判别，我们很容易分辨哪个视频网站更有竞争力。

      衡量竞争力的指标当然有很多，这里我们需要着重探讨的是注意力指标。就视频网站而言，要实现盈利，超越别人，基础是拥有更多的用户群和客户群。如果没有注意力作为基础，显然很难做到一点。依侍注意力发展的视频网站，注意力其实就是竞争力。

      我们生活在需要注意力的年代，同时也是注意力极易疲乏的年代。这种环境下的商业竞争包括视频网之战，谁能获得注意力，谁就能获得发展良机。获取注意力的管道有很多，标新立异是其中的不二法宝。用战略的语言来讲，惟有差异化发展才能获得注意力。人无我有，人有我优，人优我特，都是获取注意力的方法。让我们以酷6网为例来分析之。

      在视频网站集体转型之际，酷6网定位于视频门户。在门户网深入人心的背景下，视频门户的提出本身就是一种标新立异之举，非常清晰地将其与其它视频网区别开来。视频网站等网络媒体，皆“内容为王”。但当网民不管在哪一个视频网都能看到同样的视频之时，注意力无法聚焦，竞争的优势也无法凸显。酷6深喑用户心理，率先在原创视频在下功夫，努力打造中国原创视频库扩解行业发展新空间。在此基础上，酷6的盈利模式、广告形式也随之发生了变化。一直以来，该网依靠 UGA（用户产生广告）为广告客户提供创意独特、物美价廉的视频广告解决方案。酷6的UGA营销模式，是嵌入式营销形式，其基础是庞大的用户注意力，进而吸引广告客户的注意力。

      通过差异化战略定位、差异化战术行动而获取注意力的酷6的广告额超过优酷也就不足为奇了。毕竟，广告的流量高低折射注意力的大小。对于那些盈利模式不完善，无法吸引注意力的视频网站而言，在金融危机的蝴蝶效应下就会变得穷途末路，只得依靠提高广告价格来提高盈收了。最近就有许多视频网站意图通过广告涨价来解决收支平衡问题，而酷6在此事上又获取了注意力，酷6网方面表示，广告价格不会上涨，金融危机下更应该关心客户，盲目哄抬广告价格是对客户不负责任。这种与客户共患难的做法，不仅能赢得大众的认同，也能获取客户的青睐。因不提价引起的注意力而获得的持续发展力量远比提高广告价格获得的收入要大得多、长远得多。

      酷6网用生动实践向我们诠释了注意力就是竞争力的道理。然而，注意力极易疲乏，持续拥有注意力绝非一日之功。包括酷6在内的视频网站还要很长的路要走。

来源：原创-IT

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