Three Conjectures Of Media Marketing Strategy In The Internet Age

< p > 2014, China ushered in the new era of "a href=" http://www.91se91.com/news/index_c.asp "Internet > /a". In April 20, 1994, China fully functional access to the Internet, there were too many subversion, too many unexpected and too many future prospects in the 20 years of 20th anniversary years.

Traditional media has become a declining trend, and new media are changing rapidly.

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< p > traditional media is no longer the original traditional media. The media industry is no longer limited to the traditional four major media. Multi class, multi form, diversified and multi-level system has been formed.

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In the past twentieth years of Internet development in China, we hope to enter into the mobile Internet, big data and 4G tide in 2014. We should boldly put forward the media marketing strategy system and make predictions and conjectures for the future in the reference and summary. The positioning system will become the cornerstone of success, the value system will become the guarantee of victory, and the driving system will become the key to victory. < /p > p

< p > < strong > prediction 1: positioning system is the cornerstone of success. < /strong > /p >

< p > media industry is a paradoxical industry. Since 1978, more than 30 years of reform and opening up, it is a strong propagandist, disseminator, and "revolutionary" of reform and opening up. It has been the first hit by the tide of Internet.

Looking back on the past 20 years, the media industry has gone through the throes of networking, interaction and networking.

Just like that, Hai Chi jumped out of the fish and jumped two black horses.

Phoenix New Media finds its own position and opens up the blue ocean. The 19 floor of Hangzhou lock-in life service community caters to the general trend and connects with the Internet atmosphere.

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< p > domestic case: Phoenix New < a href= "http://www.91se91.com/news/index_h.asp" > media > /a > differential positioning win < /p >

< p > no official website background, no regional news portal or community portal. Phoenix aims at the comprehensive portal market and participates in competition.

Since 1998, the Phoenix network has gone through a series of twists and turns. At the end of 2005, Phoenix Satellite TV was identified as the focus of future development as a new media. In October 18, 2006, the phoenix new media was launched on the basis of vertical and information portal Phoenix network, with Phoenix Broadband and mobile phone Phoenix network as the main products to achieve cross platform cross media interactive communication mode.

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< p > unlike most traditional media that directly move news content to the Internet, Phoenix network is not an online version of Phoenix Satellite TV.

In the big wave of commercial gathering with massive information gathering, Phoenix network makes differentiation strategy positioning, subdivides the network comprehensive portal market into two new camps with media temperament, namely, cutting-edge point of view and massive information gathering, to seize market vacancies, "to mass and rapidly infuse media spirit", to create a new generation of news portal, not to seek traffic, and to lock the mainstream crowd of 20~40 years old white-collar workers.

Effective grasp of this group of news events background, logic and media views and other aspects of demand.

Now NetEase has news on temperature, Tencent has launched factual news channels, etc., all of which are injecting value into information, but it is difficult to shake the status of Phoenix network.

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< p > 2009, Phoenix put forward the 4iforROI effective marketing system in Nanning Advertising Festival. Combined with the needs of advertisers, through the insight of online user behavior data analysis, we carried out directional and precise dissemination. At the same time, we integrated various media means and forms to create cross media cross platform marketing solutions for advertisers, so as to realize the new Phoenix media influence marketing.

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< p > May 12, 2011, Phoenix New Media listed on the NYSE.

The Phoenix video "Fengming plan" has been launched. It has been working with more than 400 television stations and streaming media producers nationwide, and has launched extensive content purchase and cooperation to acquire information and build China's largest news video information platform.

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< p > 2012, big data became hot words, followed by the mobile Internet heat wave.

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< p > in the future, in Phoenix's vision of helmsman Liu Changle, the perfect combination of the three chains of Phoenix network is his dream: physical chain: Phoenix Satellite TV, Phoenix network, mobile phone Phoenix, phoenix screen, Phoenix radio and other media forms; the industrial chain focuses on the inner structure and system of Phoenix; the value chain includes input and output chain.

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< p > revelation: < /p >

< p > the growth track of the new media of Phoenix is going step by step. The strategic orientation of content differentiation is the cornerstone of success.

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< p > first step: do not follow the crowd, and accurately position as a comprehensive gateway to media attributes.

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< p > second step: Web2.0 rises, resolutely attacks the mobile Internet and network video, and forms three platforms: the comprehensive portal Phoenix network, the mobile Phoenix Network and the Phoenix video.

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< p > third steps, before the advent of big data and mobile Internet era, we will refine the 4iforROI marketing service system, butt the capital market, carry out top-level design, and improve the construction of the "three chain" value system.

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< p > foreign cases: New York Times's more interesting news strategy victory: < /p >

< p > March 2011, the New York Times set up a pay wall system, becoming the first mass newspaper to eat crabs in the United States, and became famous overnight.

A year later, the circulation of New York Times's digital newspaper exceeded that of paper. In 2012, the "pay wall" became popular in the United States.

For a while, the discussion on the payment wall in China was bubbling with excitement. We took a look at the major events and looked at how the New York Times could collect fees through digital dissemination practice.

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< p > revelation: < /p >

"P", "New York Times" tries to digitalization of water, and changes the way and process of news reporting with data as support. In several major events, the common news has been favored by readers in the form of complex and interesting interactive diagrams, and has been greatly successful, and gradually formed its own technological research and development path, forming a technology oriented News Corp image, and exploring a charging mode that meets its own digital development to achieve strategic pformation.

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There are similarities and differences between the two cases above P.

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< p > common ground is that they do not touch the net according to the traditional media thinking.

Phoenix has positioned itself in the field of comprehensive portal competition in the first place. The New York Times is driven by technology driven, data oriented, innovative demand, subversion of traditional news production methods and processes, forming its own more interesting news features.

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< p > differences, their location is different.

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In the era of comprehensive portal, Phoenix has identified its own location, made an integrated portal with media attributes, and embraced the Internet to grow gradually. P

In the era of big data, the New York Times has made a gradual attempt and exploration to create a more complex and interesting information map through data analysis and aggregation as a way to break through the news digitalization. In the new media era, we have made more interesting news by innovating the traditional news reporting, flow and presentation methods, and pioneered the network pay wall mode.

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< p > can we conclude as follows: clear positioning strategy is the cornerstone of winning in the battle for media products.

Homogenization is hard to stand out. In the platform area, Tencent beat Taobao, Tencent micro-blog lost news micro-blog, Ali's dealings, NetEase's easy letter was defeated by Tencent WeChat, and the winner was only occupied in advance.

In the same field of electricity, the dislocation competition will avoid the competition of platforms. Subdivision of the vertical market will bring hope. The Jingdong, the flagship 3C, the red child of mother and infant, and so on.

In turn, competition with strong brand giants, Taobao's victory over eBay depends on the weakness of striking the other's fees.

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< p > < strong > traditional positioning rule is also applicable to media brand strategy: < /strong > < /p >

< p > 1. Preemptive occupancy; < /p >

< p > two attacking strong brands; < /p >

< p > three strong brands.

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< p > the rise of the Internet brings the concept of business mode and interferes with audio-visual. In essence, business models do not conflict with positioning. They all need to provide users with value. They only locate products from users to users, and business models from users to products.

For the media products, they have the "dual market" attribute, and must have two yuan convergence positioning (see the two product convergence positioning theory of media products). The market competition of the other media industry is far from enough, and the future can be expected.

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< p > < strong > forecast two: value system is the guarantee of success. < /strong > < /p >

In the era of "P > big data, under the premise of accurate positioning of media products, three major value systems will be formed in the future: the closed loop of relationship value chain, the integration of industrial value chain, and the creation of ecological value circle.

Only by realizing the three value systems can we remain invincible in the competition.

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< p > value system 1: closed loop of relationship value chain.

Content user relationship marketing closed loop.

Content attracts users, establishes relationships, achieves user convergence, participates in consumer decisions throughout the whole process, conducts two marketing and three marketing, and forms a closed loop.

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< p > value system 2: integration of industrial value chain.

It can be divided into horizontal and vertical industrial chain integration: horizontal, forward and backward across the network, cross platform industry convergence; vertical: vertical and vertical extension, innovation profit space.

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< p > value system 3: building of ecological value circle.

It is the mission of business to keep alive.

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< p > core level: media product platform < /p >

< p > expansion layer: all kinds of partners and service providers < /p >

< p > epitaxial layer: all kinds of industry organizations, affiliates, etc. < /p >

< p > environmental layer: including policies, regulations, technology and public opinion environment < < /p >.

< p > < strong > forecast three: driving system will become the key to victory. < /strong > < /p >

< p > precision, creativity, integration, execution and influence will become the new media marketing rule.

During the two sessions, Baidu provided CCTV analysis results for the public concerned. The media activities such as forum activities were all activities to create influence, while their influence was built, meanwhile, the influence marketing for users and businesses was made.

Precision is mainly based on online user behavior analysis and industry competitiveness analysis to provide marketing decisions for merchants and precise marketing for users. Creativity is the intelligence service provided by the media service providers for a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > merchants. The integration power is that the media integrate various marketing tools, various platform resources, various industrial resources and various social resources, and provide marketing support for businesses.

Executive power is through organizational behavior, team strength or Internet technology means, the marketing activities are effectively implemented without discount, and the effect evaluation is carried out, so as to make decision basis for the next marketing, and form a closed loop of marketing drive mode.

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