探索移动互联网时代的内容变现方式 —— 以茶文化小微企业“多聊茶”为例
论文作者系媒体人出身，后跨界到移动互联网。在新浪潮的冲击下，传统媒体关门大吉，新媒体企业却方兴未艾，固有收入的逐渐萎缩和广告主的迁移是原因之一。是否内容为王的时代已经远去，做内容的企业是否还有出路，我们以一个以传播茶文化为主旨的小微企业“多聊茶”为例，探讨茶这一典型的中国传统文化在移动互联网时代的变现模式。论文中所述的茶文化小微企业“多聊茶”，由一群八零九零后所创建，以传播茶文化为主旨。但在宣传上没有选择其他方式（网站、APP等），而是采用了微信公众号这种最为轻快便捷的途径，那么在移动互联网时代，“茶”这一最能代表中国传统文化的主题，中国人最熟悉的物品之一，如何通过最先进的方式传达给当代年轻人，论文中将以举出实际例子讲述。通过内容传播宣传自身仅是第一步，能够建立良好的收入模式生存下来才是根本。我们通过对直播、社群、内容付费、电商秒杀等形式进行反复实践，摸索出了一条符合当代人的传播—变现一条龙模式，将在论文中举例说明。
关键词：内容变现；移动互联网；茶文化
ABSTRACT
The paper author is from the media. After the crossover to the Mobile Internet. Under the impact of the new wave, the traditional media is closed, the new media enterprise continues, inherent shrinking income and migration of the advertisers are reasons . Whether content is the king has passed, whether there is any way of enterprise for the content, in a spread of tea culture as the theme of small micro enterprise "DUO LIAO CHA" as an example, discusses the typical traditional Chinese tea culture in the era of mobile Internet mode of realization. Described in the paper the tea culture of small micro enterprise "DUO LIAO CHA", created by a group of 80s and 90 s, to spread the tea culture as purpose. we don't choose other ways on propaganda (websites, apps, etc.), and use the WeChat ,the most fast and convenient way to the public, so in the era of mobile Internet, "Tea", the most represent the theme of Chinese traditional culture, one of the most familiar objects of the Chinese, how to communicate through the most advanced way to the contemporary young people, this paper will point out with actual examples. Through content spread propaganda itself is only the first step, to establish a good revenue model is the fundamental survival. We live by, community, pay for content, the form such as electricity, seconds kill repeated practice, for the spread of a conforms to modern people - to liquidate a dragon pattern, will be illustrated in the paper.
Key Words: content liquid; The mobile Internet; Tea culture
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