新华网江苏频道媒介定位分析及启示

发布时间：2017-12-30 23:28

本文关键词：新华网江苏频道媒介定位分析及启示　出处：《南京大学》2015年硕士论文　论文类型：学位论文

【摘要】：2013年习近平总书记提出了建设在世界传播领域有话语权的新媒体的战略目标。中央网络媒体,在市场化改制的大潮中走在了最前端,肩负着国家建设具备国际竞争力的媒介集团的任务。2012年人民网上市后,新华网也加入了上市大军的狂潮。在新华网的改制过程中,各地方频道也以新华网股份有限公司分公司的形式出现,参与到新闻网站的市场竞争大潮之中。以新华网江苏频道为代表的中央网络媒体地方频道有着与生俱来的品牌信誉优势,但是随着传播技术的发展,地方性的新闻市场的争夺变得更加复杂多样。新华网江苏频道如何在激烈的竞争中借助准确的媒介定位获得一席之地,将是本文研究的重点。定位理论是20世纪美国广告界的一个经典理论,它的诞生轰动了全球营销界。这个理论的提出者杰克特劳特与著名营销学大师菲利普科特勒、迈克尔·波特齐名,定位理论被美国营销学会评为“有史以来对美国营销影响最大的观念”。本文以新华网江苏频道为研究对象,依据定位理论,根据菲利普·科特勒的STP定位法则,在分析其所处市场环境的前提下,分析其目标受众。文章第一部分是对研究背景、研究意义、研究方法、重要关键词的概括论述。第二部分是对新华网江苏频道所处竞争市场环境的分析,通过PEST法则及波特的“五力模型”从宏观和微观两个层面分析其外部市场环境；接着用SWOT分析法,分析新华网江苏频道个体内部情况,在竞争中所具备的的优势劣势,机遇与挑战。第三部分分析了新华网江苏频道的受众构成,以江苏网民为主要目标受众,其中有社会影响的受众是新华网江苏频道试图抓取的重要受众群。在对目标受众的互联网行为以及利益诉求进行分析的基础上,试图明晰为满足目标受众需要,新华网江苏频道应遵循的定位策略。文章第四部分在明确市场环境与目标受众的基础上,从新华网江苏频道的定位理念出发,分析理想定位的合理性以及定位实践中所出现的问题。第五部分分析新华网江苏频道定位理念与定位实践之间出现分歧的原因,从个案到整体,提出对整个中央网媒地方频道这一特殊身份媒介定位策略的一般性启示,包括时刻观察受众变化调适定位策略；开发多种核心产品分散风险；创新内容生产方式走OPU (OGC+UGC+PGC)道路；维护已有品牌保持核心竞争力；传播理念由信息制造走向关系共建等。
[Abstract]:In 2013, General Secretary Xi Jinping put forward the strategic goal of building new media with the right to speak in the field of communication in the world. In 2012, after the listing of people's net, Xinhuanet also joined the frenzy of listing army. In the process of reform of Xinhuanet, Xinhuanet also took part in the process of reform of Xinhuanet. Each local channel also appears in the form of a branch company of Xinhua net Co., Ltd. Participate in the market competition of news websites. The central network media local channel represented by Xinhuanet Jiangsu Channel has the inherent brand reputation advantage, but with the development of communication technology. Local news market competition has become more complex and diverse. How Xinhua Jiangsu Channel in the fierce competition with the help of accurate media positioning to gain a place. Positioning theory is a classical theory of American advertising in 20th century. It created a global marketing sensation, and Jack Trauter, the theory behind it, was as famous as Philip Kotler, Michael Porter, and the famous marketing guru. The positioning theory has been rated as "the most influential concept ever" by the American Marketing Society. This paper takes the Xinhuanet Jiangsu Channel as the research object, according to the positioning theory. According to Philip Kotler's STP principle of positioning, under the premise of analyzing the market environment, we analyze the target audience. The first part of the article is about the research background, research significance, research methods. The second part is the analysis of the competitive market environment of Xinhuanet Jiangsu Channel. Through PEST's law and Porter's "five Force Model", it analyzes its external market environment from the macro and micro aspects. Then with the SWOT analysis, the author analyzes the individual internal situation, the advantages and disadvantages, opportunities and challenges in the competition. The third part analyzes the audience composition of Xinhuanet Jiangsu Channel. Jiangsu Internet users as the main target audience, among which the social impact of the audience is an important audience that Xinhua Jiangsu Channel attempts to capture. On the basis of the analysis of the target audience's Internet behavior and interest demands. In order to meet the needs of the target audience, Xinhuanet Jiangsu Channel should follow the positioning strategy. Article 4th on the basis of clear market environment and target audience, from the positioning concept of Xinhuanet Jiangsu Channel. Analysis of the rationality of the ideal positioning and the problems in the positioning practice. 5th part of the analysis of the Xinhuanet Jiangsu Channel positioning concept and positioning practice differences between the reasons, from individual cases to the whole. This paper puts forward the general enlightenment to the local channel of the whole central network, including observing the audience change and adjusting the location strategy. Develop a variety of core products to spread risk; The innovative content production mode takes the road of OPU / OGC UGC PGC; Maintain existing brands to maintain core competitiveness; The concept of communication from information manufacturing to the co-construction of relationships and so on.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7

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