华商网广告经营策略研究

发布时间：2018-01-03 06:28

本文关键词：华商网广告经营策略研究　出处：《西北大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着中国互联网的日益普及,互联网市场从门户时代走向WEB2.0时代,同时,二线的区域互联网市场也迎来了新的发展机遇,以社会化网络、电子商务、消费社区、微博、搜索引擎为代表的商业应用和新技术大行其道,区域互联网市场面临着前所未有的挑战和机遇。西安华商网络传媒有限公司(以下简称“华商网”)经过近十年的发展,无论是影响力还是收入均己成为西安的第一大门户网站,然而,随着互联网行业的巨大变化和国内一线网络公司相继进入西安,如何应对外部竞争和自身广告经营的瓶颈和困境?如何在竞争中谋求产品和技术的创新,增加自身的竞争力,为广告经营提供强有力的平台和技术支持,成为当前华商网所面临的首要问题。本论文采取文献研究法和统计法,全面而系统地对华商网的经营现状和受众情况进行了收集,结合电话调查、数据调查、访谈法、个案研究法,通过进入社区、电话访问等的方式,对华商网的受众和广告客户进行系统的调查和了解,同时结合现有媒介调查数据,形成了基本的营销数据基础；本论文在对广告经营数据分析的基础上,进行了广告营销环境的定性化研究内容,并应用SWOT分析法,探讨了华商网在广告经营过程中“优势、劣势、机会与威胁”；本文基于经典的营销策略组合理论,并结合了华商网的广告经营实际,在广告经营策略上提出了关于“产品、价格、渠道与促销”方面的营销创新策略。本文是对区域互联网媒体门户进行深入地营销策略研究,本论文的研究方法、分析过程和研究结论,对于国内相关同类型的网站广告经营中的营销策略创新,具有一定的借鉴意义和可推广性。
[Abstract]:China along with the increasing popularity of the Internet, the Internet market from the portal era to the era of WEB2.0, at the same time, second level market of Internet has ushered in a new development opportunities, with social networking, e-commerce, consumer community, micro-blog search engine, as the representative of the business should be popular and new technology, regional Internet market is faced with hitherto unknown. The challenges and opportunities. Xi'an Chinese network media Limited (hereinafter referred to as the "Chinese net") after nearly ten years of development, whether it is the influence or income has become Xi'an's first major portals, however, as the Internet industry and the great changes in the domestic first-line network companies have entered Xi'an, how to deal with external competition and self advertising business bottlenecks and difficulties? How to seek innovation of products and technology in the competition, increase their competitiveness, to provide a strong advertising business The platform and technical support are the primary problems facing the current Chinese business network.
This thesis adopts the method of literature research and statistics, comprehensively and systematically to the Chinese business network operating status and the audience were collected, combined with the telephone survey, survey data, interviews, case study method, by entering the community, such as a telephone interview way to Huashang audiences and advertisers were systematically investigated and at the same time, combined with the existing media survey data, form the basis of marketing basic data; based on the analysis of the advertising business data, makes a qualitative research on the content of advertising and marketing environment, the application of SWOT analysis method, discusses the Chinese network in the advertising business process "advantages, disadvantages, opportunities and threats" the combination of marketing strategies; based on the classical theory, and the combination of Chinese network advertising business practice, in the advertising business strategy is put forward on the "product, price, channel and promotion of marketing Innovation strategy.
This article is about the in-depth marketing strategy research of Regional Internet media portals. The research methods, analysis process and research conclusions in this paper can be used for reference and promotion in the marketing strategy innovation of the same type of website advertising business in China.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F713.8

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