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论文编号：	10881
作者编号：	2220160718
上传时间：	2019/6/12 18:38:33
中文题目：	WeMedia新媒体集团的内容营销研究
英文题目：	Research on Content Marketing of WeMedia New Media Group
指导老师：	任星耀
中文关键字：	内容营销,自媒体,WeMedia新媒体集团
英文关键字：	content marketing,self-media,WeMedia New Media Group
中文摘要：	中国互联网内容产业从1998年起开始高速发展，根据中国互联网协会《中国互联网发展报告2018》统计：2017年中国互联网 用户数量为7.72亿，中文网页数量2604亿个，静态网页数量1969亿个，占网页总数量的75.6%。另外中国移动互联网的社交媒体用户数也在蓬勃发展。根据腾讯公司2018年第三季度财报显示：微信的月活跃账户数已经达到接近11亿。而根据腾讯CEO马化腾在2018年媒体融合发展论坛上透露，微信媒体公众号粉丝总量已经高达23亿。所以，基于中国互联网用户，特别是微信公众号用户的内容营销成为了广告主非常重要的传播和营销手段。 WeMedia的全称是WeMedia新媒体集团，成立于2014年4月，由国内最早的自媒体联盟WeMedia、知名微信运营商岩浆互动和老牌科技媒体BiaNews三家企业合并，截止2018年12月WeMedia已经获得华映资本、美盛文化等公司的3轮融资，最新估值为人民币8亿元。WeMedia凭借良好的营收状况和资本扶持，集团目前已经成为包括微信公众号、微信小程序、微信小程序游戏、新媒体内容图片版权、新媒体内容gif图版权、微信群运营等等微信内容营销上下游全覆盖的集团公司。 WeMedia新媒体集团以微信为主要整体，涵盖微博、抖音等平台，并且拥有中国最大的微信公众号生产者联盟，联盟旗下拥有自营自媒体300个，经纪自媒体500个，涵盖科技、互联网、数码产品、生活、时尚、娱乐、汽车、财经、文学、笑话、心理、音乐等众多领域，WeMedia新媒体联盟目前已经覆盖7000万用户数，并且用户覆盖数还在不断的增加。 WeMedia新媒体集团目前已经服务包括，阿里巴巴、腾讯、百度、京东、芒果tv、当当网、劳斯莱斯、特是来、航班管家、vivo、小米等众多广告主。针对这些广告主的服务都是通过内容营销进行的。WeMedia新媒体集团作为中国微信营销的领先公司，需要不断的提升WeMedia在广告主中的影响力，强化WeMedia在自媒体内容生产者中的行业影响力，不断打造WeMedia是中国领先的自媒体内容生产公司、自媒体广告经纪公司的形象。 本论文阐述了内容营销的内涵及意义、内容营销设计及实施效果评估等理论成果，并且对WeMedia公司内容营销的环境进行了分析，包括竞争对手分析、WeMedia新媒体集团的SWOT分析。接着本论文基于WeMedia“10w+”计划进行了具体的案例分析，包括内容营销的目标设定，其中包括受众定位、预算计划等；内容生产与传播，其中包括内容生产、传播要素、传播渠道等；内容营销的结果评估，包括结果的正负性、传播的数量与质量等等。并对WeMedia新媒体集团实施内容营销的保障措施进行了探讨，包括公司企业文化、员工激励机制、数据管理等。 如何进行内容营销，一个以纯粹的内容营销作为主营业务的公司如何运转和发展是本论文讨论的重点。通过对于WeMedia新媒体集团的内容营销运转机制的的研究，特别是WeMedia “10W+”计划这个具体内容营销案例的研究，作者认为内容营销是一种具有多种优点且行之有效的营销方式，可以有章法有步骤有规模的实施，并且特别适合目前中国主要的内容消费平台微信、微博等。同时本论文也说明了由于内容营销是一个新生事物，目前的行业环境使得对于营销渠道的控制力较弱，对于营销结果的数据反馈机制缺乏足够有效方法，还需要进一步的发展才能够成为更加主流的营销手段。
英文摘要：	China's Internet content industry has developed rapidly since 1998. According to the statistics of China Internet Development Report 2018 of China Internet Association, in 2017, the number of Internet users in China was 772 million, the number of Chinese web pages was 260.4 billion, and the number of static web pages was 196.9 billion, accounting for 75.6% of the total number of web pages. In addition, the number of social media users of China Mobile Internet is also booming. According to Tencent's third quarter results in 2018, Wechat's monthly active accounts have reached nearly 1.1 billion. According to Tencent CEO Ma Huateng at the 2008 Media Integration Development Forum, the total number of Weixin media public fans has reached 2.3 billion. Therefore, content marketing based on Chinese Internet users, especially Wechat public number users, has become a very important means of communication and marketing for advertisers. WeMedia, the full name of WeMedia New Media Group, was founded in April 2014. WeMedia, the earliest self-Media alliance in China, magma interaction of well-known Weixin operators and BiaNews, the old technology media, merged. By December 2018, WeMedia had received three rounds of financing from Huaying Capital, Meisheng Culture and other companies, with a latest valuation of RMB 800 million. With good revenue and capital support, WeMedia has become a group company covering all upstream and downstream of Wechat content marketing, including Wechat Public Number, Wechat Small Program, Wechat Small Program Game, New Media Content Picture Copyright, New Media Content Gif Map Copyright, Wechat Group Operation and so on. WeMedia New Media Group takes Weixin as its main entirety and covers micro-blogging, tremolo and other platforms. It also has China's largest producer alliance of Weixin public numbers. It has 300 self-owned media and 500 brokers. It covers technology, Internet, digital products, life, fashion, entertainment, automobile, finance, literature, jokes, psychology, music and many other fields. WeMdia new media alliance has now covered 70 million users, and the number of users is increasing. WeMedia New Media Group has already served many advertisers including Alibaba, Tencent, Baidu, Jingdong, Mango tv, Dangdang, Rolls-Royce, Telai, Flight Manager, vivo, Millet and so on. For these advertisers, the service is through content marketing. WeMedia New Media Group, as the leading company in China's Wechat marketing, needs to constantly enhance WeMedia's influence among advertisers, strengthen WeMedia's industry influence among content producers, and constantly builds WeMedia's image as China's leading content producer and advertising broker. This paper expounds the connotation and significance of content marketing, the design of content marketing and the evaluation of its implementation effect. It also analyses the environment of content marketing of WeMedia Company, including the analysis of competitors and the SWOT analysis of WeMedia New Media Group. Then, based on the "10w+" plan of WeMedia, this paper carries out specific case analysis, including the target setting of content marketing, including audience positioning, budget planning, content production and transmission, including content production, communication elements, communication channels and so on, and results evaluation methods of content marketing, including the positive and negative results, the quantity and quality of communication, and so on. It also discusses the safeguard measures for WeMedia New Media Group to implement content marketing, including corporate culture, staff incentive mechanism, and data management. How to carry out content marketing and how to operate and develop a company with pure content marketing as its main business is the focus of this paper. Through the research on the operation mechanism of content marketing of WeMedia New Media Group, especially the case of specific content marketing of WeMedia 10W+, the research of this paper shows that content marketing has many advantages. Effective marketing methods can be implemented step by step and on a large scale, and are especially suitable for the main content consumption platforms in China, such as Wechat and Weibo. At the same time, this paper also shows that because content marketing is a new thing, the current industry environment makes the control of marketing channels weak, the data feedback mechanism for marketing results lacks sufficient effective methods, and further development is needed to become a more mainstream marketing means.
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