芒果生态赋能的小芒APP“制播销一体化”网络营销创新研究

Research on the “Integrated Production, Broadcasting and Sales” Online Marketing Innovation of Xiaomang APP Empowered by Mango Ecosystem

摘要: 依托芒果生态的内容IP、渠道矩阵、用户资产及制作能力，小芒APP突破初始“内容即导购”的环节割裂局限，以IP为核心打造“制播销一体化”模式——通过定制IP内容(如“南波万”男团相关综艺)实现内容与电商融合，缩短IP情感到消费的转化链路，并借生态数据与资源协同形成“内容赋能电商、电商反哺内容”闭环，既构建了“内容情感电商”的差异化优势，也为媒体融合与电商创新提供实践范式。

Abstract: Relying on the content IP, channel matrix, user assets and production capabilities of the mango ecosystem, the Xiaomang APP has broken through the initial limitation of the fragmented “content as shopping guide” model. It has created an “integrated production, broadcasting and sales” model centered on IP—by customizing IP content (such as the “Nanbo Wan” boy band-related variety shows) to achieve the integration of content and e-commerce, shortening the conversion chain from IP emotion to consumption. It also forms a closed loop of “content empowering e-commerce and e-commerce feeding back to content” through the synergy of ecosystem data and resources. This not only builds a differentiated advantage of “content emotional e-commerce”, but also provides a practical model for media integration and e-commerce innovation.