基于百度贴吧垂直细分领域营销策略研究

发布时间：2018-10-24 14:26

【摘要】：近年来,移动互联网的迅猛发展在方方面面改变了人们的生活,与人们日常生活息息相关的垂直细分需求亟待满足。专注小而美的垂直细分领域商业项目在快速响应用户需求、高效解决用户痛点、低层本获取用户方面具有得天独厚的优势,从而越来越受到市场与资本的青睐。百度贴吧是目前全球最大的中文网络社区,截止到2016年11月,贴吧已有两千多万兴趣吧,注册用户已经超过15亿,月均活跃用户数量超过3亿,日均内容浏览量超过35亿次。贴吧特有的兴趣吧体系,将用户天然地沉淀到各个垂直细分领域贴吧内,为2015年开始的贴吧商业化打下了基础。在本研究中,笔者将文献分析法、问卷调查法、文本分析法、比较研究法相结合,通过对700多名百度贴吧用户、30多位合伙人、1位官方工作人员进行问卷调查与线下访谈,深入调查了百度贴吧在垂直细分体系、精准营销、流量入口、IP孵化等领域的优势,并以血友病吧事件为例详细分析了百度贴吧商业化对用户体验及意见领袖的影响。结合笔者在百度贴吧商业化中心的实习经历,对百度贴吧垂直细分领域营销策略和第二波移动互联网浪潮的垂直细分领域企业提供一些营销建议。第一章,绪论。奠定了研究开展的基础,分别交代研究背景、研究意义、研究方法与创新点,从基础层面阐述了百度贴吧垂直细分领域营销策略的相关内容。第二章,文献综述。阅读并梳理了国内外此领域学者关于垂直细分领域营销策略的相关文献资料,是整个研究的理论基础,包含国外学者提出的垂直细分理论、SOLOMO营销理论和意见领袖理论等,对百度贴吧用户规模、发展现状等基础数据进行了解读。第三章,百度贴吧商业化发展现状。详细分析了百度贴吧属性、用户、竞争对手、利益链、商业变现能力,并对百度贴吧传统营销策略中的CPC广告、互动娱乐与增值服务模式进行了研究。第四章,百度贴吧垂直细分领域营销策略分析。结合问卷调查与用户访谈数据,从垂直化项目的代理运营和广告分发模式出发,对百度贴吧垂直细分领域营销策略的优势和劣势进行了详细分析。第五章,结论与展望。对百度贴吧和其他垂直细分互联网企业提出了几点建议。
[Abstract]:In recent years, the rapid development of mobile Internet has changed people's lives in all aspects, and the need of vertical segmentation, which is closely related to people's daily life, needs to be met urgently. Focusing on small and beautiful vertical subdivision business projects in the rapid response to user needs, efficient solutions to user pain, low-tier access to users have unique advantages, and thus more and more favored by the market and capital. Baidu Tieba is the world's largest Chinese language online community. By November 2016, it had more than 20 million interests, more than 1.5 billion registered users, more than 300 million monthly active users, and more than 3.5 billion daily views. The unique interest bar system, which naturally precipitates users into various vertical subdivision fields, lays the foundation for the commercialization of the posts that began in 2015. In this study, the author combines literature analysis, questionnaire survey, text analysis and comparative research, through more than 700 Baidu Tieba users, more than 30 partners, 1 official staff to conduct a questionnaire survey and offline interviews. This paper investigates Baidu Tieba's advantages in vertical subdivision system, accurate marketing, traffic entry, IP incubation and so on. Taking the Hemophilia incident as an example, the paper analyzes in detail the influence of Baidu Tieba commercialization on user experience and opinion leaders. Based on my practical experience in Baidu Tieba's commercial center, this paper provides some marketing suggestions to the enterprises in the vertical subdivision field of Baidu Tieba's vertical subdivision and the second wave of mobile Internet. Chapter one, introduction. It lays the foundation of the research, explains the research background, research significance, research methods and innovation points, and expounds the relevant content of Baidu Tieba's vertical subdivision marketing strategy from the basic level. Chapter two, literature review. Reading and combing the relevant literature of domestic and foreign scholars on vertical subdivision marketing strategy is the theoretical basis of the whole research, including vertical subdivision theory, SOLOMO marketing theory and opinion leader theory, etc. Baidu Tieba user size, development status quo and other basic data were interpreted. The third chapter, Baidu Tieba commercialization development present situation. This paper analyzes the attributes of Baidu Tieba, users, competitors, profit chain, commercial liquidity ability, and studies the CPC advertising, interactive entertainment and value-added service mode in Baidu Tieba's traditional marketing strategy. The fourth chapter, Baidu Tieba vertical subdivision area marketing strategy analysis. Based on the questionnaire survey and user interview data, this paper analyzes in detail the advantages and disadvantages of Baidu Tieba's vertical subdivision marketing strategy from the perspective of vertical project agency operation and advertising distribution mode. Chapter five, conclusion and prospect. Baidu Tieba and other vertical subdivision of Internet enterprises put forward several suggestions.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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