互聯網時代新媒體的市場行銷策略研究 —以《澎湃新聞》為例

Abstract

進入新世紀以來，互聯網技術蓬勃發展，促使人們的生活方式和生活需求都發生了巨大改變,伴隨著消費升級,以互聯網技術為依託，借助多種終端閱讀的新媒體平臺迅速崛起。新媒體憑藉內容豐富、時效性高、與觀眾互動性強、盈利水準高等優勢，在傳媒市場的比重日益擴大，逐漸成為人們獲得資訊的首選途徑。面對新媒體的衝擊，我國傳統媒體紛紛開始轉型之路，雖然仍然堅持依靠內容致勝的發展理念，但是傳播方式已經從原來的單向傳播向互聯網傳播轉變。其中《澎湃新聞》由上海《東方早報》轉型而來，是我國傳統媒體轉型成為互聯網新媒體的典型成功個案之一。而在傳統媒體轉型的過程中，許多新媒體繼續發展壯大，比如《今日頭條》等，用戶活躍量和點擊量已經遙遙領先。現如今，我國傳媒市場再次陷入新媒體與轉型後的傳統媒體以及傳統媒體之間競爭的局面。因此，在如此激烈的市場競爭環境中，作為媒體行業人員，必須要思考如何制定有效的市場行銷策略，如何抓住時代發展的機遇，從逐步開放的市場競爭中脫穎而出，並且如何從市場中持續性獲利等現實問題。 基於上述的問題，本文將針對互聯網時代下的新媒體市場行銷策略進行研究。文章分為五個章節：第一章是緒論，主要敘述本次研究的背景及意義、研究目的、國內外研究現狀以及研究方法；第二章是對互聯網時代我國的傳媒市場現狀的分析，主要從傳統媒體與新媒體的發行數量、廣告收入和市場占比等方面進行市場分析。第三章將分析以《澎湃新聞》為代表的新媒體的發展現狀，包括產品形態、盈利模式中的收入結構和用戶分析等幾個方面。《澎湃新聞》是我國傳媒媒體向新媒體轉型的典型個案之一。因此，本文的重點也是研究《澎湃新聞》的成長路徑和市場發展狀況，並以此為例，探究新媒體的市場行銷策略；第四章是分析在國內互聯網背景下，《澎湃新聞》的市場行銷策略，主要運用SWOT分析法，並以《今日頭條》為例分析《澎湃新聞》的競爭對手的經營策略，透過《澎湃新聞》“4P”行銷組合分析在市場行銷上的方式和經驗，從多個角度研究互聯網時代新媒體的市場行銷策略。第五章是結論，通過科學的分析和歸納方法對新媒體市場行銷策略的研究進行總結。

Since entering the new century, the rapid development of Internet technology, along with the upgrade of consumption, has led to a great change in people's way of life and life needs. In this context, based on Internet technology, with the help of a variety of terminal reading of the new media platform rose rapidly. With the advantages of rich content, high timeliness, strong interaction with the audience and high profit level, the new media has gradually become the preferred way for people to obtain information because of its increasing proportion in the media market. In the face of the impact of new media, our traditional media have begun to transform the road, although still adhere to the concept of relying on content to win the development, but the way of communication has been from the original single The change of thinking from item Communication to Internet Communication. “The Paper” is a transformation from the “Oriental Morning Post” in Shanghai, and it is also one of the typical successful cases of Chinese traditional media transforming into new Internet media. In the process of traditional media transformation, many new media continue to grow, such as headlines today, user activity and number of views has been far ahead. Nowadays, the media market of our country once again falls into the new media and the traditional media after the transformation as well as the traditional media competition. Therefore, in such a fierce market competition environment, as a media industry personnel, we must think about how new media to formulate marketing strategies, how to stand out from the fierce and gradually open market competition, and how to profit continuously from the market. Based on the above problems, this paper will focus on the new media marketing strategy in the Internet era. The article is divided into six chapters: the first chapter is the introduction, mainly describes the background and significance of this study, research purposes, domestic and foreign research status and research methods; the second chapter is to analyze the current situation of China's media market in the Internet era. This paper mainly analyzes the distribution quantity, advertising revenue and market share of traditional media and new media. The third chapter will analyze the current situation of the new media, including the product form, the income structure in the profit model and the user analysis. is one of the typical cases of media transformation from Chinese media to new media. Therefore, the focus of this paper is also to study the growth path and market development of 'the News of surging', and take this as an example to explore the marketing strategy of new media; The fourth chapter is to analyze the marketing strategy of the “The Paper” under the domestic Internet background, mainly using SWOT analysis and '4P' marketing combination analysis, and taking 'Headline Today' as an example to analyze the management strategy of the competitors of 'the News of the surging'. Through the way and experience of the marketing of the News, “The Paper” studies the marketing strategies of the new media in the Internet era from many angles. The fifth chapter is the conclusion, through the scientific analysis and the induction method carries on the summary to the new media marketing strategy research.