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论文编号：	10944
作者编号：	2220160828
上传时间：	2019/6/13 20:06:48
中文题目：	百度信息流广告市场竞争策略研究
英文题目：	The research on Research on market competition strategy of Baidu information flow advertising
指导老师：	严建援
中文关键字：	百度;信息流广告;竞争战略
英文关键字：	Baidu;Information Flow Advertising;Competitive Strategy
中文摘要：	信息流广告是信息流业务的商业化形式，移动互联网时代也呈现出爆发式的增长，是能够兼顾广告主、用户和媒介三方利益的移动广告形式。随着移动互联网的兴起，搜索引擎在PC时代的运营模式很难复制到手机等移动设备上。百度急需能够匹配移动互联网用户的新业务增长点，信息流之于移动互联网的适配性，让百度看到了更多的可能性。为此，其开始参与到信息流广告的市场竞争中，为了更好的提升其竞争力，本文对其进行了竞争策略研究。 本文深入探讨我国信息流广告的现状及其发展趋势，指出信息流广告将成为未来移动营销的主流广告形式。百度信息流广告由于信息流广告起步较晚，因而参与市场竞争存在一定的劣势。笔者将其作为研究对象，对公司的所在行业进行了认真、细致的分析，剖析了公司现状以及面临的竞争形势。详细的分析了公司的优劣势，找出公司可能实施的竞争战略，并创新的提出了竞争战略组合实施的计划；为了保障竞争战略的顺利实施，笔者还从人力资源、财务管理、客户服务等方面设计了保障措施，以支持竞争战略更有效的运作。 本文在梳理回顾企业竞争战略相关理论的基础上，从内部价值链和外部竞争环境两方面分析了百度信息流广告现状，继而运用SWOT分析法深入研究了百度信息流广告策略，在理论分析的基础上，将定性分析与案例分析结合起来，抓住信息流广告行业发展的特点，提出了适合选择采用差异化竞争策略作为百度信息流广告的市场竞争策略，对其未来发展具有丰富的实践指导意义。同时，注重理论联系实际，不局限于研究竞争战略理论，而是对竞争战略理论充分理解的基础上，详细设计竞争战略实施措施，保障机制等，使得本论文结论更有说服力。
英文摘要：	Information flow advertisement is the commercialized form of information flow business. In the era of mobile internet, there is an explosive growth. It is a form of mobile advertisement that can take into account the interests of advertisers, users and media. With the rise of mobile internet, the operation mode of search engine in PC era is difficult to replicate to mobile devices such as mobile phones. Baidu urgently needs to be able to match the new business growth point of mobile Internet users. The adaptability of information flow to mobile Internet makes Baidu see more possibilities. Therefore, it began to participate in the market competition of information flow advertising. In order to better enhance its competitiveness, this paper studies its competitive strategy. This paper probes into the current situation and development trend of information flow advertising in China, and points out that information flow advertising will become the mainstream advertising form of mobile marketing in the future. Because of the late start of information flow advertising, Baidu's information flow advertising has some disadvantages in participating in the market competition. The author takes it as the research object, carries on the earnest and careful analysis to the company's industry, and analyses the company's present situation and the competitive situation it faces. This paper analyses the advantages and disadvantages of the company in detail, finds out the competitive strategy that the company may implement, and innovatively puts forward the plan of implementing the competitive strategy combination. In order to ensure the smooth implementation of the competitive strategy, the author also designs safeguard measures from the aspects of human resources, financial management, customer service and so on, in order to support the more effective operation of the competitive strategy. Based on reviewing the relevant theories of enterprise competitive strategy, this paper analyzes the current situation of Baidu's information flow advertising from two aspects, namely, the internal value chain and the external competitive environment. Then, the author uses SWOT analysis to study Baidu's information flow advertising strategy, and combine qualitative analysis with case analysis on the basis of theoretical analysis, and seize the characteristics of the development of information flow advertising industry. It is suitable for us to adopt differentiated competitive strategy as the market competition strategy of Baidu information flow advertising, which has rich practical guiding significance for its future development. At the same time, focusing on integrating theory with practice, not limited to the study of competitive strategy theory, but on the basis of a full understanding of competitive strategy theory, detailed design of competitive strategy implementation measures, safeguard mechanisms, etc., makes the conclusions of this paper more convincing.
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