内容电商场景下传媒生产的要素重构与交易闭环机制

Reconstruction of Media Production Elements and Transaction Closed-Loop Mechanism under the Scenario of Content E-Commerce

摘要: 数字内容电商的快速崛起，推动传媒生产的边界、要素结构与价值实现逻辑发生系统性重构。内容不再单纯地承担信息传播功能，而是成为驱动用户消费决策、完成商品交易的核心切口。本文以媒介经营与管理理论为基础，将传统的传媒生产框架嵌入电子商务实践场景中，重新界定内容电商语境下传媒生产的概念内涵与本质属性，利用跨学科理论支撑体系，提炼并阐释用户注意力、算法能力、文化符号库、数据与信任机制四大新型核心生产要素，系统揭示内容生产与电商交易之间的闭环形成的机制与运行规律。在内容电商中的传媒生产呈现出消费驱动、平台依赖、数据闭环三大典型特征，传统生产要素的重要性相对下降，数字驱动的新型生产要素占据主导地位，内容创作与商业交易实现即时打通，形成品效协同的新商业模式。

Abstract: The rapid rise of digital content e-commerce has promoted the systematic reconstruction of the boundary, element structure and value realization logic of media production. Content no longer merely undertakes the function of information dissemination, but has become the core entry point driving users’ consumption decisions and completing commodity transactions. Based on the theories of media operation and management, this paper embeds the traditional media production framework into the practical scenario of e-commerce, and redefines the conceptual connotation and essential attributes of media production in the context of content e-commerce. With the support of an interdisciplinary theoretical system, it refines and interprets four new core production elements: user attention, algorithm capability, cultural symbol library, data and trust mechanism. It also systematically reveals the formation mechanism and operation rules of the closed loop between content production and e-commerce transactions. Media production in content e-commerce presents three typical characteristics: consumption-driven, platform-dependent and data closed-loop. The importance of traditional production elements has relatively declined, while new digitally driven production elements take a leading position. Content creation and commercial transactions are instantly connected, forming a new business model with brand and performance synergy.