Large data to improve the conversion rate of creative products to promote cultural consumption

2013 is coming to an end and there is too much discussion about "big data". And not to say "before the big Data age" and "after the Big Data Age" difference, the information age of the rapid change has brought new opportunities and challenges to cultural and creative industries. "The first person to big data business applications", said Victor Maire Schoenberg, a professor at the University of Oxford's internet 罿/a>, who became popular with the big data age, says big data also has "short boards", big data from reality, based on data from the past that can predict the economy, prevent safe havens, crime prevention, Many of mankind's ideas come from the mind, and even produce many irrational, creative thoughts and imaginations, which are things that big numbers can't predict 〿/p>

Big Data increase creative conversion rate

In essence, the cultural creative industry is based on culture, with creativity as the core of the industry. The inspiration of creativity comes from cultural accumulation, which embodies the inheritance and development of excellent culture. China is a country of traditional cultural resources, there are countless cultural treasures waiting to be excavated. But because of the lack of good ideas, many treasures have not found the key to open 〿/p>

Based on the long tail theory of the internet age, the common market share of those products with low demand and less sales can be equal to or even larger than the market share of mainstream products. In China's thousands of-year cultural resources, countless treasures have not been excavated 〿/p>

At present, many culture-related organizations and departments are carrying out the digitization work of various historical and cultural resources in different ways and for different purposes, and have formed a large scale of Chinese cultural resources objectively. However, because these digital resources are dispersed in different institutions, there is no unified standard, all kinds of data can not be pooled together, has not become the real significance of large data 〿/p>

Any beneficial creative activity is a combination of culture and science and technology, through the use of a variety of analytical models, algorithms, databases, different times, different races, different types of cultural resources for integration, carding, analysis, so deep in the historical and cultural resources of the data law and value surface, The catalysts that transform them into ideas will be an important activity in the big data age. Large data in the creative phase of the strong infiltration, will certainly improve the creative product conversion rate 〿/p>

Data mining promotes cultural consumption

In addition to providing a "source" in the creative phase, large data can also provide a reference to the output path after the creation of the product 〿/p>

Large data will be based on the user's behavior, user data, user characteristics into data assets, and mining and analysis, enhance user access to information convenience, to achieve from product value-oriented to customer experience value-oriented transformation. Large data in a scientific and structured thinking to look at the cultural and creative industries, in order to meet the new era of consumer psychological needs and cultural creative industry marketing has a unique 〿/p>

Under the premise of analyzing consumers, large data can extend the information service function of cultural creativity. The direct profit and indirect advertising revenue can be formed by the app of cultural creative products. Promote the interactive combination of app with toys and teaching, into kindergartens or primary and secondary schools. Can produce healthy health, culture, preschool education and other pay attention to the high degree of television programs available to the media industry 〿/p>

At present, domestic film and television industry a large number of purchases in recent years more well-known network novel copyright, these purchase behavior is based on Shou a href= "http://news.pedaily.cn/industry/interconnection 罿" target=_blank> interconnection 罿/a> The data analysis of the literature consumer group, has refined to the consumer group's age, sex, academic degree and so on the dimension factor, has greatly improved the scientific 〿/p>

"Structural" should be rational should be 甿/span>

Large data is a solution to the idea, but not "snake balm", can not be too much myth of the role of large data 〿/p>

First, too much reliance on large data analysis will interfere with the creative process, making the product nondescript. When the creative style is disturbed, the author's personal style is no longer obvious, which will affect the product diversification and reduce the competitiveness of the products. In a situation where the consumer market is immature and needs to be nurtured, this process is especially prudent 〿/p>

Moreover, a good product is bound to require an effective combination of art and commerce. People for their own needs often have the characteristics of blindness, so the data mining model is very difficult to determine, need to constantly verify the changes. Although large data for the development of cultural and creative industries has brought a new thinking, but the application also needs careful analysis, determine the application of specific methods 〿/p>