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论文编号：	10525
作者编号：	2120163137
上传时间：	2018/12/6 20:18:32
中文题目：	凤凰网营销策略及实施的研究
英文题目：	Study on the Marketing Strategy and Implementation of Phoenix New Media
指导老师：	李东进
中文关键字：	媒体;互联网;网络媒体;凤凰网;营销策略
英文关键字：	Media;Internet;NetworkMediais; Phoenix New Media;Marketing Strategy
中文摘要：	网络媒体作为一种新兴媒介，是受众获取新闻资讯、广告主借以推广品牌的重要平台，在社会生活和市场经济中的地位日益提升。网络媒体专注自身产品研发、升级的同时若没有市场化运作的营销理念加以支撑，恐怕难以在激烈的市场竞争中得以生存和发展。 纵观当下，传媒行业和互联网行业都在发生着变革，彻底颠覆了人们传统观念中的认知。网络媒体领域正经历着又一次巨大变化：其一，移动互联网的快速崛起和移动终端设备的技术革新使用户的上网习惯发生转变，用户和市场在以加速度向移动互联网转移；其二，内容生产和品牌传播模式因为程序算法的普及和自媒体的驱动被重新定义；其三，广告主不再单纯的追求品牌曝光，也越来越追求数据化的广告效果；其四，网络媒体的受众越来越年轻，年轻群体逐渐成为网络媒体争相占领的主流人群。 凤凰网自2006年成立以来，利用短短十二年时间已经发展成为主流华语门户网站，其独特媒体特质深受网友欢迎，创造了领先行业的企业价值和品牌价值。与其他网络媒体严重依赖技术算法的高度同质化不同，凤凰网的成功得益于很好的实践了营销学中的环境分析理论、STP理论、品牌理论等，制定了符合其发展的差异化的市场战略、大胆鲜明的品牌定位和高效率的组合营销策略。 本文将利用文献研究法、案例分析法、数据分析法、模型工具分析法、归纳总结法和逻辑分析法等方法，以营销学相关理论为基础，围绕营销环境、差异化战略、营销策略的实施及保障，以凤凰网为例研究网络媒体营销策略及实施。希望本文的研究能得出一系列相对普适性的结论，为市场中其他网络媒体提供一些经验和参考。
英文摘要：	The means of network mediais anew platform for the public to obtain news and information as well as for advertisers to market their brands and products. Its position in social life and market-oriented economy has been dramatically promoted ever since. Without concept based on marketization operation addedwhen network media are focusing on production development, they will find it hard to compete in the market. Currently, traditional industry and internet industry are meeting with dramatic changes which transform people’s established concept from top to deep.Network media is not an exception: firstly, people’s habits in online surfing has been affected because of rapid uprising of mobile internet devices; Secondly, content production and brand broadcast are re-defined because new computational algorithms have emerged andmotivation of self-media；Thirdly， advertisers pursuit digitalized effect of advertisement rather than simple exposure of the brand; Last but not least, the young have been the main targets for network media in progress because they are becoming majority of the audience. Since establishedin 2006, Phoenix New Media has been a portal for the Chinese public. It has developed some welcomed unique features which facilitates leading firm and brand value. Compared to competing companies in network media which heavily rely on computing algorithm, Phoenix New Media makes it a success by adopting environmental analysis theory, STP theory, brand theory in its business, which results in differentiated marketing strategy,bold and distinct brand positioning, efficient combination marketing strategy. This dissertation uses literature research method, case analysis method, data analysis method, model tool analysis method, inductive summarization method and logic analysis method. The study is based on marketing related theories. Phoenix New Media is taken as an example to study the marketing strategy and implementation of online media, from the aspects of implementation of marketing environment, differentiation strategy and marketing strategy.Thestudy in this paper has drawn a series of relatively universal conclusions and provided some experience and reference for other online media in the market.
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