WO2016131312A1 - 一种实现电视购物的方法及系统 - Google Patents

一种实现电视购物的方法及系统 Download PDF

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Publication number
WO2016131312A1
WO2016131312A1 PCT/CN2015/094701 CN2015094701W WO2016131312A1 WO 2016131312 A1 WO2016131312 A1 WO 2016131312A1 CN 2015094701 W CN2015094701 W CN 2015094701W WO 2016131312 A1 WO2016131312 A1 WO 2016131312A1
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Prior art keywords
party
shopping
information
product
top box
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PCT/CN2015/094701
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English (en)
French (fr)
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刘涛
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中兴通讯股份有限公司
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Publication of WO2016131312A1 publication Critical patent/WO2016131312A1/zh

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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/254—Management at additional data server, e.g. shopping server, rights management server
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/254—Management at additional data server, e.g. shopping server, rights management server
    • H04N21/2542—Management at additional data server, e.g. shopping server, rights management server for selling goods, e.g. TV shopping
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/0601—Electronic shopping [e-shopping]
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
    • H04N21/47—End-user applications
    • H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
    • H04N21/47815—Electronic shopping

Definitions

  • This application relates to, but is not limited to, e-commerce technology.
  • TV shopping is a product of the development of electronic information industry. With the promotion of digital TV, the implementation of TV shopping has also undergone corresponding changes.
  • the TV shopping of related technologies mainly includes the following three types:
  • Traditional TV shopping provides product advertisement information and purchase contact telephone number through TV in the gap of TV program broadcast or specially opened TV channel; when the user determines that it needs to make a purchase according to the product advertisement information, Contact the contact phone number to make an order, and complete the payment of the goods by offline.
  • TV shopping for image link While playing a TV program, push the image for product advertisement.
  • the corresponding relationship between the remote control button set by the system and the image of the different product advertisement is Click the button to select the link address corresponding to the picture, jump to the shopping page to confirm the purchased goods, and complete the payment for the goods through the offline method (for example, bank transfer).
  • TV shopping based on digital set-top box push the product information of an independent mall presented on the display terminal through the OTT (abbreviation of Over The Top) set-top box, and select the signal of the user trigger button based on the OTT set-top box, and select the user's selection signal. It is sent to the OTT server (SERVER) set at the remote end.
  • the OTT SERVER pushes the corresponding product information according to the selection signal.
  • the user connects to the transaction system of the mall by binding the OTT set-top box to pay for the product, the user binds the OTT set-top box to the user. Displaying logistics information, the TV shopping method completes payment and logistics information distribution through the bandwidth network of the digital set top box.
  • the traditional TV shopping provides the product advertisement information through the gap of the TV program broadcast or the specially opened TV channel, and the number of products that can be provided to the user is small; the telephone communication and the order increase the user communication cost; the traditional TV Shopping and photo linked TV Shopping uses offline payments to extend the payment process.
  • the entire TV shopping platform is aimed at an independent mall operation, and the ecological chain is closed; in addition, since the TV shopping platform is only operated by an independent mall, there is a problem of high cost.
  • This paper provides a method and system for realizing TV shopping. It can open the eco-chain of the mall to the TV shopping system based on the digital set-top box and reduce the operating cost of the independent mall.
  • a method of implementing television shopping including:
  • the OTT server SERVER pushes a video stream containing commodity information of two or more third-party shopping malls to the set-top box to display the content of the video stream through the first display terminal connected to the set-top box;
  • the OTT SERVER interacts with the user through the set-top box to perform TV shopping on the products of two or more third-party malls included in the video stream.
  • TV shopping for goods of two or more third-party malls included in the video stream includes:
  • the OTT SERVER receives the browsing instruction of the user browsing the product information through the set top box, and displays the commodity information in the current video stream;
  • the OTT SERVER receives an add instruction that the user selected by the set top box selects to add the item to the shopping cart, and adds the item selected by the user from the displayed item information to the shopping cart;
  • the OTT SERVER receives the user's account operation instruction through the set top box, checks the goods in the shopping cart and pays for the purchase of the goods in the shopping cart.
  • the method further includes:
  • Each of the third-party shopping malls sends the product information including the product display access address, the access address of the product detailed information, and the basic information of the product to the advertising system;
  • the advertisement system inserts product information of one or more items belonging to different third-party malls, respectively, in each of one or more time periods of the pre-selected video stream, and/or in a pre-selected video Selecting part or all of the time periods in one or more time periods of the stream, inserting commodity information of the goods of two or more third-party shopping malls in each time period, generating the two or more third parties a video stream of product information of the mall;
  • the OTT SERVER receives the video stream generated by the advertising system containing the two or more third party mall item information.
  • the method further includes:
  • the third-party mall adds a corresponding distinguishing identifier to the product information belonging to its own mall to distinguish it from the products of other third-party malls.
  • the browsing instructions for browsing the product information include:
  • An instruction to browse the basic information of the product and/or an instruction to browse the product detailed information.
  • the method further includes:
  • a new integrated account is generated in advance, and a mapping relationship between the newly generated integrated account and the user's account in each third-party mall is established.
  • the items determined to be purchased in the payment shopping cart include:
  • the corresponding user is selected to perform payment for determining the purchased product in the account of the third-party shopping mall.
  • the method further includes: the OTT SERVER pushing the video stream to the second display terminal by using the set top box to perform commodity information display;
  • a system for implementing television shopping comprising: an OTT SERVER and a set top box; wherein
  • OTT SERVER includes a push unit and an interactive shopping unit
  • Push unit set to: push two or more third-party malls to the set-top box a video stream of the item information to display the content of the video stream through the first display terminal connected to the set top box;
  • the interactive shopping unit is configured to: interact with the user through the set top box, and perform television shopping on the products of the two or more third-party malls included in the video stream;
  • the set top box is set to: transmit information that interacts with the user in the interactive shopping unit.
  • the interactive shopping unit includes receiving a browsing module, selecting an adding module, and operating a payment module;
  • Receiving the browsing module configured to: receive a browsing instruction of the user browsing the product information through the set top box, and display the commodity information in the current video stream;
  • the adding module is configured to: receive an add instruction that the user selected by the set top box selects to add the item to the shopping cart, and add the item selected by the user from the displayed item information to the shopping cart;
  • the operation payment module is configured to: receive the user's account operation instruction through the set top box, view the goods in the shopping cart, and determine the purchased goods in the shopping cart.
  • the system further includes an advertising system and one or more third party malls;
  • the third-party mall includes a sending unit, and is configured to: separately send the product information of the mall itself including the product display access address, the product address information, and the product basic information to the advertisement system;
  • the advertisement system is configured to: receive one or more pre-selected video streams after receiving product information from each of the third-party malls including the product display access address, the product address information, and the product basic information Product information of one or more items belonging to different third-party malls inserted in each of the time periods, and/or selection of part or all of one or more time periods of the pre-selected video stream a time period, in which product information of two or more third-party shopping malls is inserted in each time period, and the video stream containing the commodity information of two or more third-party shopping malls is generated;
  • the pushing unit is further configured to: receive the video stream generated by the advertising system and including the two or more third-party mall item information.
  • the third-party mall further includes an identification unit, configured to: send the product information At the time, the corresponding distinguishing identifier is added to the product information belonging to the own mall to distinguish it from the products of other third-party malls.
  • the system further includes an account mapping unit, configured to: generate a new integrated account in advance, and establish a mapping relationship between the newly generated integrated account and the account of the user in each third-party mall.
  • an account mapping unit configured to: generate a new integrated account in advance, and establish a mapping relationship between the newly generated integrated account and the account of the user in each third-party mall.
  • the operation payment unit is configured to receive the user's account operation instruction through the set top box, view the goods in the shopping cart, and the third party mall according to the goods in the shopping cart, and the integrated account and the user in each third party The mapping relationship of the account of the shopping mall, the selecting the corresponding user in the account of the third-party shopping mall to determine the payment of the purchased product.
  • the OTT SERVER further includes a synchronization processing unit, where the system further includes a second display terminal;
  • the synchronization processing unit is configured to: synchronously push the video stream to the second display terminal through the set top box to perform product information display; and feed back the browsing instruction to the receiving browsing unit, and feed the adding instruction to the selection adding unit, Feedback the account operation instruction to the operation payment unit;
  • a second display terminal configured to: receive the browsing instruction of the user, and/or add an instruction, and/or an account operation instruction, synchronize the browsing instruction, and/or add an instruction, and/or an account operation instruction to the synchronization processing unit.
  • a computer readable storage medium storing computer executable instructions for performing the method of any of the above.
  • OTTSERVER server
  • OTT SERVER interacts with the user through the set-top box to perform TV shopping on the products of two or more third-party malls included in the video stream.
  • the OTT SERVER performs the push display of the product information of the plurality of third-party shopping malls, and interacts with the user through the OTT SERVER to select the products of the two or more third-party shopping malls for TV shopping, which is relatively only possible
  • the independent shopping mall's TV shopping open The ecological chain of the TV shopping system based on the digital set-top box is put on, and the common TV shopping operation platform is maintained by a plurality of third-party malls, which reduces the operating cost of the TV shopping in a single mall.
  • FIG. 1 is a flowchart of a method for implementing television shopping according to an embodiment of the present invention
  • FIG. 2 is a structural diagram of a system for implementing TV shopping according to an embodiment of the present invention.
  • FIG. 1 is a flowchart of a method for implementing a TV shopping according to an embodiment of the present invention. As shown in FIG. 1 , the method includes:
  • Step 100 The OTT SERVER pushes a video stream that includes commodity information of two or more third-party shopping malls to the set-top box, so as to display the content of the video stream by using the first display terminal connected to the set-top box;
  • This step also includes:
  • Each of the third-party shopping malls sends the commodity information including the product display access address, the access address of the product detailed information, and the basic information of the product to the advertising system;
  • the advertisement system inserts product information of one or more items belonging to different third-party malls, respectively, in each of one or more time periods of the pre-selected video stream, and/or in a pre-selected video Selecting part or all of the time periods in one or more time periods of the stream, inserting commodity information of the goods of two or more third-party shopping malls in each time period, generating the two or more third parties a video stream of product information of the mall;
  • the OTT SERVER receives the video stream generated by the advertising system containing the two or more third party mall item information.
  • the advertising system here is different from the related art digital set-top box-based television shopping advertising system: the related art advertising system receives the commodity information of the independent shopping mall, generates the video stream of the shopping mall, and the advertising system of the embodiment of the invention receives The product information of a plurality of third-party malls generates a video stream containing product information of a plurality of third-party malls.
  • the method of the embodiment of the present invention further includes:
  • the third-party mall adds a corresponding distinguishing identifier to the product information belonging to its own mall to distinguish it from the products of other third-party malls.
  • Adding a distinguishing identifier here can also be performed by the advertising system, and the third-party mall can be responsible for reducing the load on the advertising system.
  • Step 101 The OTT SERVER interacts with the user through the set top box to perform TV shopping from the commodities of the two or more third party malls included in the video stream.
  • This step includes:
  • the OTT SERVER receives the browsing instruction of the user browsing the product information through the set top box, and displays the commodity information in the current video stream;
  • the OTT SERVER receives the addition instruction of the user who selects the added item to the shopping cart transmitted by the set top box, and adds the item selected by the user from the displayed item information to the shopping cart.
  • the OTT SERVER receives the user's account operation instruction through the set top box, checks the goods in the shopping cart and pays for the purchase of the goods in the shopping cart.
  • the instructions for browsing the product information include: an instruction to browse the basic information of the product, and/or an instruction to browse the product detailed information.
  • the browsing instruction, the adding instruction and the account operation instruction are mainly generated by the remote control button of the television.
  • the correspondence between the number of the different remote control button and the corresponding browsing instruction, the adding instruction and the account operation instruction can be set in advance.
  • step 100 it also includes:
  • a new integrated account is generated in advance, and a mapping relationship between the newly generated integrated account and the user's account in each third-party mall is established.
  • the items determined to be purchased in the payment shopping cart include:
  • the corresponding user is selected to perform payment for determining the purchased product in the account of the third-party shopping mall.
  • the recharge operation of the account of each third-party mall can also be performed.
  • the method of the embodiment of the present invention further includes: the OTT SERVER pushing the video stream to the second display terminal through the set top box to display the product information;
  • the OTT SERVER performs the push display of the product information of the plurality of third-party shopping malls, and interacts with the user through the OTT SERVER, and selects two or more third-party shopping malls for the TV shopping, which is relatively independent.
  • the eco-chain of the TV shopping system based on the digital set-top box is opened, and the common TV shopping operation platform is maintained by a plurality of third-party malls, which reduces the operating cost of the TV shopping in a single mall.
  • FIG. 2 is a structural diagram of a system for implementing a TV shopping according to an embodiment of the present invention. As shown in FIG. 2, the method includes: an OTT SERVER 200 and a set top box 300;
  • the OTT SERVER 200 includes a pushing unit 210 and an interactive shopping unit 220;
  • the pushing unit 210 is configured to: push the video stream containing the commodity information of the two or more third-party shopping malls to the set top box 300 to display the content of the video stream through the first display terminal 400 connected to the set top box 300;
  • the interactive shopping unit 220 is configured to: interact with the user through the set top box 300, and perform television shopping on the products of the two or more third-party shopping malls included in the video stream;
  • the set top box 300 is configured to transmit information in the interactive shopping unit 220 that interacts with the user.
  • the interactive shopping unit 220 includes a receiving browsing module 221, a selection adding module 222, and an operation payment module 223;
  • the receiving browsing module 221 is configured to: receive, by the set top box 300, a browsing instruction for the user to browse the product information, and display the commodity information in the current video stream;
  • the adding module 222 is selected to: receive the user selection adder transmitted via the set top box 300 Adding a product to the shopping cart, adding the item selected by the user from the displayed item information to the shopping cart;
  • the operation payment module 223 is configured to: receive, by the set top box 300, an account operation instruction of the user, and view the goods in the shopping cart and the items determined to be purchased in the payment shopping cart.
  • the system of the embodiment of the present invention further includes an advertising system 500 and one or more third-party shopping malls 600;
  • the third-party shopping mall 600 includes at least a sending unit 610, configured to: separately send the product information of the shopping mall itself including the product display access address, the product address information, and the product basic information to the advertisement system;
  • the advertisement system 500 is configured to: after receiving the product information including the product display access address, the access address of the product detail information, and the product basic information sent by each of the third-party shopping malls 600, one of the pre-selected video streams Or product information of one or more items belonging to different third-party malls inserted in each of the plurality of time periods; and/or selecting portions in one or more time periods of the pre-selected video stream Or all time periods, inserting commodity information of two or more third-party shopping malls in each time period, and generating the video stream containing the commodity information of two or more third-party shopping malls;
  • the pushing unit 210 is further configured to: receive the video stream generated by the advertisement system 500 and include the two or more third-party mall item information.
  • the third-party shopping mall 600 further includes an identifier unit 620, configured to: when the product information is included, add a corresponding distinguishing identifier to the product information belonging to the own mall to distinguish the products from other third-party malls.
  • the system of the embodiment of the present invention further includes an account mapping unit 700, configured to: generate a new integrated account in advance, and establish a mapping relationship between the newly generated integrated account and the account of the user in each third-party mall.
  • the operation payment unit 223 is configured to: receive the user's account operation instruction through the set top box 300, view the goods in the shopping cart, and the third-party shopping mall according to the goods in the shopping cart, and the integrated account and the user in each third-party mall The mapping relationship of the account, the selecting the corresponding user in the account of the third party mall to determine the payment of the purchased item.
  • the OTT SERVER 200 further includes a synchronization processing unit 230, and the system of the embodiment of the present invention further includes a second display terminal 800;
  • the synchronization processing unit 230 is configured to: synchronously push the video stream to the second display terminal 800 through the set top box 300 to perform product information display; and feed back the browsing instruction to the receiving browsing unit 221, and feed back the adding instruction to Selecting the adding unit 222, the account operation instruction is fed back to the operation payment unit 223;
  • the second display terminal 800 receives the browsing instruction of the user, and/or adding an instruction, and/or an account operation instruction, synchronizing the browsing instruction, and/or adding an instruction, and/or an account operation instruction to the synchronization processing unit 230. .
  • the TV shopping system of this embodiment comprises: an advertisement system, an OTT SERVER, a set top box, a television display screen, a second display terminal, and a plurality of third party shopping malls.
  • the TV shopping system of the embodiment is actually a TV shopping mall that can be compatible with a plurality of third-party malls.
  • Each third-party mall separately sends the mall's own product information including the product display access address, the product address information access address, and the product basic information to the advertising system; here, each third-party mall adds the product information belonging to its own mall. Corresponding differentiated identifiers to distinguish them from other third-party malls.
  • the advertisement system generates the video stream mainly by including the product information generated in the original video content to generate the video stream; including: parsing the video, inserting the product information, defining the remote key value, video preview, video synthesis, and the like.
  • the advertising system will receive the product information from each third-party mall that includes the product display access address, the product address information, and the product basic information, in one or more time periods of the pre-selected video stream.
  • Product information of one or more items belonging to different third-party malls inserted in each time period; and/or, selecting one or more time periods in one or more time periods of the pre-selected video stream, at each Inserting commodity information of two or more third-party shopping malls in a period of time, generating the inclusion of two or more thirds
  • the video stream of the product information of the party mall, and the generated video stream is transmitted to the OTT SERVER;
  • the video stream generated by the OTT SERVER to the set-top box push advertisement system and containing the commodity information of the plurality of third-party malls is displayed on the first display terminal connected to the set-top box;
  • the content of the video stream containing the product information is displayed.
  • the corresponding browsing instruction can be input through the remote controller to browse the basic information of the product, and/or browse the product detailed information.
  • the OTT SERVER receives the browsing instruction of the user browsing the product information through the set top box, displays the basic information of the product in the video stream, and/or browses the product detailed information;
  • the user If the user selects to add the item to the shopping cart, the user generates an add command through the button of the remote controller, and the OTT SERVER receives the addition instruction of the user who selects the added item to the shopping cart transmitted by the set top box, and adds the item selected by the user from the displayed item information to the item. shopping cart;
  • the shopping cart refers to the shopping cart of the TV shopping mall, and the shopping cart can add the products of the plurality of third-party shopping malls that the user selects to add; by distinguishing the identification, the product information of each third-party shopping mall can be displayed in the corresponding list column. .
  • the user can view the basic information of the product and the detailed information of the product.
  • the user before the settlement of the purchase, the user creates a new integrated account and establishes a mapping relationship between the newly generated integrated account and the account of the user in each third-party mall.
  • the OTT SERVER receives the user's account operation instruction through the set top box, and checks the goods in the shopping cart; selects according to the third-party shopping mall to which the goods in the shopping cart belong, and the mapping relationship between the integrated account and the account of the user in each third-party shopping mall, The corresponding user makes an payment for determining the purchased item in the account of the third party mall.
  • the payment process includes the interaction process between the TV shopping system and the third-party shopping mall of the embodiment, wherein, when the television shopping system of the embodiment is settled,
  • the system maintains the basic information of the user; at the same time, the account of each third-party mall that establishes a mapping relationship with the integrated account is recharged, and the purchase record of the user and the goods in the shopping cart are also subjected to corresponding maintenance processing. .
  • the embodiment further includes: OTT SERVER pushing the video stream to the second display through the set top box Terminal for displaying product information;
  • the second display terminal for example, a tablet computer, a mobile phone, or other display device is connected to the OTT SERVER
  • the synchronization is performed, and the browsing command generated by the remote controller generated by the tablet computer, the mobile phone or other display device, and/or added
  • the instruction, and/or the operation instruction of the tablet, the mobile phone or other display device corresponding to the account operation instruction, and/or the addition instruction, and/or the account operation instruction perform the related TV shopping process.
  • all or part of the steps of the above embodiments may also be implemented by using an integrated circuit. These steps may be separately fabricated into individual integrated circuit modules, or multiple modules or steps may be fabricated into a single integrated circuit module. achieve.
  • the devices/function modules/functional units in the above embodiments may be implemented by a general-purpose computing device, which may be centralized on a single computing device or distributed over a network of multiple computing devices.
  • the device/function module/functional unit in the above embodiment When the device/function module/functional unit in the above embodiment is implemented in the form of a software function module and sold or used as a stand-alone product, it can be stored in a computer readable storage medium.
  • the above mentioned computer readable storage medium may be a read only memory, a magnetic disk or an optical disk or the like.
  • the OTT SERVER performs the push display of the product information of the plurality of third-party shopping malls, and interacts with the user through the OTT SERVER to select the products of the two or more third-party shopping malls for TV shopping, which is relatively only possible
  • the ecological chain of the TV shopping system based on the digital set-top box is opened, and the common TV shopping operation platform is maintained by a plurality of third-party malls, which reduces the operating cost of the TV shopping in a single mall.

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Abstract

本文公布一种实现电视购物的方法及系统，包括：OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；OTT SERVER通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物。

Description

一种实现电视购物的方法及系统 技术领域
本申请涉及但不限于电子商务技术。
背景技术
电视购物是电子信息产业发展的一个产物，随着数字电视的推广，电视购物的实现方式也发生了相应的变化，相关技术的电视购物主要包含以下三种：
1、传统的电视购物：传统的电视购物通过在电视节目播放的间隙或专门开设的电视频道，通过电视向用户提供商品广告信息和购买联系电话；用户根据商品广告信息确定需要进行购买时，通过购买联系电话联系进行订购，通过线下方式完成商品货款支付。
2、图片链接的电视购物：在播放电视节目的同时，推送图片进行商品广告，当用户确定需要购买图片上广告的商品时，通过系统设定的遥控按键与不同商品广告的图片的对应关系，点击按键选择图片对应的链接地址，跳转到购物页面中确定购买的商品，通过线下方式(例如、银行转账)完成商品货款支付。
3、基于数字机顶盒的电视购物：通过OTT(Over The Top的缩写)机顶盒推送在显示终端上呈现的一个独立的商城的商品信息，基于OTT机顶盒接收用户触发按键的选择信号，将用户的选择信号发往设置在远端的OTT服务器(SERVER)，OTT SERVER根据选择信号推送相应的商品信息，用户通过绑定OTT机顶盒连接到商城的交易系统对商品进行支付后，通过绑定OTT的机顶盒向用户显示物流信息，该电视购物方法通过数字机顶盒的带宽网络完成支付和物流信息发布。
上述方法中，传统的电视购物通过电视节目播放的间隙或专门开设的电视频道提供商品广告信息，可以提供给用户选择的商品数量很少；通过电话联系和订购增加了用户沟通成本；传统的电视购物和图片链接的电视 购物采用线下支付的方式延长了支付流程。基于数字机顶盒的电视购物方法，整个电视购物的平台针对独立的商城运营，生态链封闭；另外，由于电视购物平台仅对独立商城运营，存在成本高的问题。
发明内容
以下是对本文详细描述的主题的概述。本概述并非是为了限制权利要求的保护范围。
本文提供一种实现电视购物的方法及系统，能够对基于数字机顶盒的电视购物系统，开放商城的生态链，降低独立商城的运营成本。
一种实现电视购物的方法，包括：
OTT服务器SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；
OTT SERVER通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物。
可选地，对视频流包含的两个或两个以上第三方商城的商品进行电视购物包括：
OTT SERVER通过机顶盒接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；
OTT SERVER接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车；
OTT SERVER通过机顶盒接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
可选地，所述OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流之前，还包括：
每个所述第三方商城发送包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
广告系统在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息，和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
OTT SERVER接收由广告系统生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
可选地，第三方商城发送所述商品信息时，该方法还包括：
第三方商城在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
可选地，浏览商品信息的浏览指令包括：
浏览商品基本信息的指令、和/或浏览商品详情信息的指令。
可选地，所述OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流之前，还包括：
预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
可选地，支付购物车中确定购买的商品包括：
根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，所述选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
可选地，该方法还包括：OTT SERVER将所述视频流通过机顶盒推送到第二显示终端，以进行商品信息显示；
通过第二显示终端，接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，进行相关的所述电视购物的流程处理。
一种实现电视购物的系统，包括：OTT SERVER和机顶盒；其中，
OTT SERVER包括推送单元及交互购物单元；其中，
推送单元，设置为：向机顶盒推送包含两个或两个以上第三方商城的 商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；
交互购物单元，设置为：通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物；
机顶盒，设置为：传输交互购物单元中与用户交互的信息。
可选地，交互购物单元包括接收浏览模块、选择添加模块和操作支付模块；
接收浏览模块，设置为：通过机顶盒接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；
选择添加模块，设置为：接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车；
操作支付模块，设置为：通过机顶盒接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
可选地，该系统还包括广告系统和一个或一个以上第三方商城；
第三方商城包括发送单元，设置为：分别发送商城自身的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
广告系统，设置为：接收来自每个所述第三方商城发送的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息后，在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息，和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
推送单元，还设置为：接收由广告系统生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
可选地，第三方商城还包括标识单元，设置为：发送包含商品信息 时，在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
可选地，该系统还包括账户映射单元，设置为：预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
可选地，操作支付单元是设置为，通过机顶盒接收用户的账户操作指令，查看购物车中的商品，和根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，所述选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
可选地，OTT SERVER还包括同步处理单元，该系统还包括第二显示终端；
同步处理单元，设置为：将所述视频流通过机顶盒同步推送到第二显示终端，以进行商品信息显示；以及，将所述浏览指令反馈到接收浏览单元，将添加指令反馈到选择添加单元，将账户操作指令反馈到操作支付单元；
第二显示终端，设置为：接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，同步所述浏览指令、和/或添加指令、和/或账户操作指令到同步处理单元。
一种计算机可读存储介质，存储有计算机可执行指令，所述计算机可执行指令用于执行上述任一项的方法。
与相关技术相比，本申请技术方案包括：OTTSERVER(服务器)向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；OTT SERVER通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物。本发明实施例中，由OTT SERVER进行多个第三方商城的商品信息的推送显示，通过OTT SERVER与用户交互，选择两个或两个以上第三方商城的商品进行电视购物，相对于只能进行独立商城的电视购物而言，开 放了基于数字机顶盒的电视购物系统的生态链，由多个第三方商城对共同的电视购物运营平台进行维护，降低了单个商城进行电视购物的运营成本。
在阅读并理解了附图和详细描述后，可以明白其他方面。
附图概述
图1为本发明实施例实现电视购物的方法的流程图；
图2为本发明实施例实现电视购物的系统的结构程图。
本发明的实施方式
下文中将结合附图对本发明的实施方式进行详细说明。需要说明的是，在不冲突的情况下，本申请中的实施例及实施例中的特征可以相互任意组合。
图1为本发明实施例实现电视购物的方法的流程图，如图1所示，包括：
步骤100、OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；
本步骤之前还包括：
每个所述第三方商城发送的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
广告系统在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息，和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
OTT SERVER接收由广告系统生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
这里广告系统与相关技术的基于数字机顶盒的电视购物的广告系统所不同的是：相关技术的广告系统接收独立的商城的商品信息，生成该商城的视频流，而本发明实施例的广告系统接收多个第三方商城的商品信息，生成包含有多个第三方商城的商品信息的视频流。
可选的，第三方商城发送所述商品信息时，本发明实施例方法还包括：
第三方商城在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
这里添加区分标识也可以由广告系统负责，由第三方商城负责可以减轻广告系统的负荷。
步骤101、OTT SERVER通过机顶盒与用户交互，从视频流包含的两个或两个以上第三方商城的商品进行电视购物。本步骤包括：
OTT SERVER通过机顶盒接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；
OTT SERVER接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车。
OTT SERVER通过机顶盒接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
可选的，浏览商品信息的指令包括：浏览商品基本信息的指令、和/或浏览商品详情信息的指令。
这里的浏览指令、添加指令及账户操作指令主要通过电视的遥控按键生成，一般的，可以预先设置不同的遥控按键的编号与对应浏览指令、添加指令和账户操作指令的对应关系。
步骤100之前还包括：
预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
可选的，支付购物车中确定购买的商品包括：
根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，所述选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
根据建立的映射关系，还可以进行每个第三方商城的账户的充值操作。
本发明实施例方法还包括：OTT SERVER将所述视频流通过机顶盒推送到第二显示终端，以进行商品信息显示；
通过第二显示终端，接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，进行相关的所述电视购物的流程处理。
本发明实施例方法由OTT SERVER进行多个第三方商城的商品信息的推送显示，通过OTT SERVER与用户交互，选择两个或两个以上第三方商城的商品进行电视购物，相对于只能进行独立商城的电视购物而言，开放了基于数字机顶盒的电视购物系统的生态链，由多个第三方商城对共同的电视购物运营平台进行维护，降低了单个商城进行电视购物的运营成本。
图2为本发明实施例实现电视购物的系统的结构程图，如图2所示，包括：OTT SERVER200和机顶盒300；其中，
OTT SERVER200包括推送单元210及交互购物单元220；其中，
推送单元210，设置为：向机顶盒300推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒300连接的第一显示终端400显示视频流的内容；
交互购物单元220，设置为：通过机顶盒300与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物；
机顶盒300，设置为：传输交互购物单元220中与用户交互的信息。
交互购物单元220包括接收浏览模块221、选择添加模块222和操作支付模块223；
接收浏览模块221，设置为：通过机顶盒300接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；
选择添加模块222，设置为：接收经机顶盒300传输的用户选择添加商 品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车；
操作支付模块223，设置为：通过机顶盒300接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
本发明实施例系统还包括广告系统500和一个或一个以上第三方商城600；
第三方商城600至少包括发送单元610，设置为：分别发送商城自身的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
广告系统500，设置为：接收来自每个所述第三方商城600发送的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息后，在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息；和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
推送单元210，还设置为：接收由广告系统500生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
第三方商城600还包括标识单元620，设置为：发送包含商品信息时，在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
本发明实施例系统还包括账户映射单元700，设置为：预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
操作支付单元223，是设置为：通过机顶盒300接收用户的账户操作指令，查看购物车中的商品，和根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，所述选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
OTT SERVER200还包括同步处理单元230，本发明实施例系统还包括第二显示终端800；
同步处理单元230，设置为：将所述视频流通过机顶盒300同步推送到第二显示终端800，以进行商品信息显示；以及，将所述浏览指令反馈到接收浏览单元221，将添加指令反馈到选择添加单元222，将账户操作指令反馈到操作支付单元223；
第二显示终端800，接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，同步所述浏览指令、和/或添加指令、和/或账户操作指令到同步处理单元230。
以下通过实施例对本发明实施例方法进行清楚详细的说明。
实施例1
本实施例通过对电视购物的系统的结构组成及功能进行清楚详细的说明。本实施例电视购物系统包括：广告系统、OTT SERVER、机顶盒、电视显示屏、第二显示终端、多个第三方商城。这里，本实施例的电视购物系统，其实是一个可以兼容多个第三方商城的电视购物商城。
每个第三方商城分别发送商城自身的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；这里，每个第三方商城在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
广告系统生成视频流主要包括在原有的视频内容中编排加入商品信息生成视频流；包括：解析视频、插入商品信息、遥控器键值功能定义、视频预览、视频合成等。
广告系统将接收来自每个第三方商城发送的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息后，在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息；和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三 方商城的商品信息的视频流，将生成的视频流传输至OTT SERVER；
OTT SERVER向机顶盒推送广告系统生成的包含有多个第三方商城的商品信息的视频流，在与机顶盒连接的第一显示终端上显示；
视频流有机顶盒传输至电视显示屏后，显示出包含有商品信息的视频流的内容。
用户从电视显示屏上观赏视频流的内容时，如果对视频流的内容中的商品有兴趣，可以通过遥控器输入相应的浏览指令，浏览商品基本信息、和/或浏览商品详情信息。OTT SERVER通过机顶盒接收用户的浏览商品信息的浏览指令，显示视频流中的商品基本信息、和/或浏览商品详情信息；
如果用户选择添加商品到购物车，则用户通过遥控器的按键生成添加指令，OTT SERVER接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息选择的商品添加到购物车；
这里，购物车是指电视购物商城的购物车，购物车可以添加用户选择添加的多个第三方商城的商品；通过区分标识可以将每个第三方商城的商品信息区分显示在相应的列表栏中。在购物车中用户可以查看商品的基本信息、商品的详情信息。
本实施例在购物结算之前，用户创建生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
OTT SERVER通过机顶盒接收用户的账户操作指令，查看购物车中的商品；根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
支付过程包含本实施例电视购物系统与第三方商城的交互过程，其中，本实施例电视购物系统结算时，
本实施例系统会对用户的基本信息进行维护；同时，对综合账户建立映射关系的每个第三方商城的账户进行充值，对用户的购买记录、购物车中的商品也会进行相应的维护处理。
本实施例还包括：OTT SERVER将视频流通过机顶盒推送到第二显示 终端，以进行商品信息显示；
通过第二显示终端，接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，进行相关的所述电视购物的流程处理。
即通过第二显示终端，例如、平板电脑、手机或其他显示设备与OTT SERVER连接后，进行同步，通过平板电脑、手机或其他显示设备上生成的与遥控器生成的浏览指令、和/或添加指令、和/或账户操作指令相对应的平板电脑、手机或其他显示设备的浏览指令、和/或添加指令、和/或账户操作指令进行相关的电视购物的流程处理。
本领域普通技术人员可以理解上述实施例的全部或部分步骤可以使用计算机程序流程来实现，所述计算机程序可以存储于一计算机可读存储介质中，所述计算机程序在相应的硬件平台上(如系统、设备、装置、器件等)执行，在执行时，包括方法实施例的步骤之一或其组合。
可选地，上述实施例的全部或部分步骤也可以使用集成电路来实现，这些步骤可以被分别制作成一个个集成电路模块，或者将它们中的多个模块或步骤制作成单个集成电路模块来实现。
上述实施例中的装置/功能模块/功能单元可以采用通用的计算装置来实现，它们可以集中在单个的计算装置上，也可以分布在多个计算装置所组成的网络上。
上述实施例中的装置/功能模块/功能单元以软件功能模块的形式实现并作为独立的产品销售或使用时，可以存储在一个计算机可读取存储介质中。上述提到的计算机可读取存储介质可以是只读存储器，磁盘或光盘等。
工业实用性
本发明实施例中，由OTT SERVER进行多个第三方商城的商品信息的推送显示，通过OTT SERVER与用户交互，选择两个或两个以上第三方商城的商品进行电视购物，相对于只能进行独立商城的电视购物而言，开放了基于数字机顶盒的电视购物系统的生态链，由多个第三方商城对共同的电视购物运营平台进行维护，降低了单个商城进行电视购物的运营成本。

Claims (15)

  1. 一种实现电视购物的方法，包括：
    OTT服务器SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；
    OTT SERVER通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物。
  2. 根据权利要求1所述的方法，其中，所述对视频流包含的两个或两个以上第三方商城的商品进行电视购物包括：
    OTT SERVER通过机顶盒接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；OTT SERVER接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车；
    OTT SERVER通过机顶盒接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
  3. 根据权利要求1或2所述的方法，其中，所述OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流之前，还包括：
    每个所述第三方商城发送包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
    广告系统在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息，和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
    OTT SERVER接收由广告系统生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
  4. 根据权利要求3所述的方法，其中，第三方商城发送所述商品信息 时，该方法还包括：
    第三方商城在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
  5. 根据权利要求2所述的方法，其中，所述浏览商品信息的浏览指令包括：
    浏览商品基本信息的指令、和/或浏览商品详情信息的指令。
  6. 根据权利要求3所述的方法，其中，所述OTT SERVER向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流之前，还包括：
    预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个第三方商城的账户的映射关系。
  7. 根据权利要求6所述的方法，其中，所述支付购物车中确定购买的商品包括：
    根据购物车中的商品所属的第三方商城，及综合账户与用户在每个第三方商城的账户的所述映射关系，所述选择相应的用户在第三方商城的账户进行确定购买的商品的支付。
  8. 根据权利要求2所述的方法，该方法还包括：OTT SERVER将所述视频流通过机顶盒推送到第二显示终端，以进行商品信息显示；
    通过第二显示终端，接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，进行相关的所述电视购物的流程处理。
  9. 一种实现电视购物的系统，包括：OTT SERVER和机顶盒；其中，
    OTT SERVER包括推送单元及交互购物单元；其中，
    推送单元，设置为：向机顶盒推送包含两个或两个以上第三方商城的商品信息的视频流，以通过与机顶盒连接的第一显示终端显示视频流的内容；
    交互购物单元，设置为：通过机顶盒与用户交互，对视频流包含的两个或两个以上第三方商城的商品进行电视购物；
    机顶盒，设置为：传输交互购物单元中与用户交互的信息。
  10. 根据权利要求9所述的系统，其中，所述交互购物单元包括接收浏览模块、选择添加模块和操作支付模块；
    接收浏览模块，设置为：通过机顶盒接收用户浏览商品信息的浏览指令，显示当前视频流中的商品信息；
    选择添加模块，设置为：接收经机顶盒传输的用户选择添加商品到购物车的添加指令，将用户从显示的商品信息中选择出的商品添加到购物车；
    操作支付模块，设置为：通过机顶盒接收用户的账户操作指令，查看购物车中的商品和支付购物车中确定购买的商品。
  11. 根据权利要求9或10所述的系统，该系统还包括广告系统和一个或一个以上第三方商城；
    第三方商城包括发送单元，设置为：分别发送商城自身的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息到广告系统；
    广告系统，设置为：接收来自每个所述第三方商城发送的包含有商品展示访问地址、商品详情信息的访问地址和商品基本信息的商品信息后，在预先选定的视频流的一个或多个时间段中的每个时间段分别插入的属于不同第三方商城的一个或一个以上商品的商品信息，和/或，在预先选定的视频流的一个或多个时间段内选择部分或全部时间段，在每一时间段中插入两个或两个以上第三方商城的商品的商品信息，生成所述包含两个或两个以上第三方商城的商品信息的视频流；
    推送单元，还设置为：接收由广告系统生成的包含所述两个或两个以上第三方商城商品信息的所述视频流。
  12. 根据权利要求11所述的系统，其中，所述第三方商城还包括标识单元，设置为：发送包含商品信息时，在属于自身商城的商品信息中添加相应的区分标识，以与其他第三方商城的商品进行区分。
  13. 根据权利要求12所述的系统，该系统还包括账户映射单元，设置为：预先生成一个新的综合账户，并建立新生成的综合账户与用户在每个 第三方商城的账户的映射关系。
  14. 根据权利要求10所述的系统，其中，OTT SERVER还包括同步处理单元，该系统还包括第二显示终端；
    同步处理单元，设置为：将所述视频流通过机顶盒同步推送到第二显示终端，以进行商品信息显示；以及，将所述浏览指令反馈到接收浏览单元，将添加指令反馈到选择添加单元，将账户操作指令反馈到操作支付单元；
    第二显示终端，设置为：接收用户的所述浏览指令、和/或添加指令、和/或账户操作指令，同步所述浏览指令、和/或添加指令、和/或账户操作指令到同步处理单元。
  15. 一种计算机可读存储介质，存储有计算机可执行指令，所述计算机可执行指令用于执行权利要求1-8任一项的方法。
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