腾讯大苏网品牌传播策略研究

发布时间：2018-05-15 13:55

本文选题：腾讯 + 大苏网　；参考：《南京师范大学》2015年硕士论文

【摘要】：腾讯控股有限公司成立于1998年,在经历17年的成长发展后,逐步跻身于国内最大的互联网综合服务提供商之一。经营业务从单一即时通讯到横跨网络游戏、门户网站以及各类网络增值业务等领域。随着互联网门户的内容与业务向垂直纵深发展,综合门户和大型媒体纷纷在地方建立分站,抢占地方新媒体市场和资源,掀起一股“落地潮”。腾讯于2006年在重庆设立其第一座区域门户大渝网,截至2014年底,包括尚在筹备阶段的山东站,腾讯已在全国范围内成功搭建了以13座城市为支点的地方信息资源网络。2013年8月,腾讯大苏网落户江苏南京。面对江苏特有的媒介生态,腾讯从其地方站发展摸索出的即时通讯传播、互联网传播加移动媒体传播的发展模式面临着行业与政策的双重压力。一方面,腾讯母体为地方网站的落地提供了技术与资源支持；另一方面,江苏作为国内的经济文化大省,拥有较丰富的媒体资源,但区域性媒体众多加剧了中央媒体与地方媒体、传统媒体与新媒体之间的竞争,市场相对饱和；同时受到新闻采访权的限制,区域综合门户如何在“沃土”中生根、发展并壮大自身影响,其中最为核心的就是树立并推广自己独具个性的品牌。本文选取了腾讯大苏网作为研究对象,通过内容分析和数据分析的方法,从先天优势、内容生产、大事件营销和传播渠道四个层面剖析其在落地一年时间内的品牌运营状况、竞争中差异优势以及存在的短板。经过分析,本文认为大苏网在内容制作、行业合作、推广渠道、营销方式等方面均有所不足,并在以上方面为大苏网品牌推广提供了可行性建议,也为区域门户发展战略的制定提供了一定的参考依据。
[Abstract]:Tencent Holdings Ltd. was founded in 1998, after 17 years of growth and development, gradually become one of the country's largest Internet integrated service providers. Business from single instant messaging to across online games, portals and all kinds of network value-added services and other areas. With the content and business of Internet portal developing in vertical depth, integrated portal and large media have set up sub-stations in local areas one after another to seize the local new media market and resources, and set off a "landing tide". Tencent set up its first regional portal in Chongqing in 2006. By the end of 2014, including Shandong Station in the preparatory phase, Tencent had successfully set up a local information resource network with 13 cities as its fulcrum. Tencent js.qq.com settled in Nanjing, Jiangsu Province. Facing the unique media ecology of Jiangsu, the instant communication developed by Tencent from its local station, the development mode of Internet communication and mobile media communication is facing the double pressure of industry and policy. On the one hand, Tencent's parent has provided technical and resource support for the landing of local websites; on the other hand, Jiangsu, as a large economic and cultural province in China, has abundant media resources. However, the numerous regional media have intensified the competition between the central and local media, the competition between the traditional media and the new media, and the market is relatively saturated. At the same time, how can the regional integrated portal take root in the "fertile soil" because of the restriction of the right of news coverage? To develop and strengthen their own influence, the core of which is to establish and promote their own unique brand. This article selects Tencent js.qq.com as the research object, through the content analysis and the data analysis method, from the innate superiority, the content production, the big event marketing and the dissemination channel analyzes its brand operation condition within one year of landing. Competitive differences in the advantage and the existence of a short board. After analysis, this paper thinks that js.qq.com has some shortcomings in content production, industry cooperation, promotion channels, marketing methods and so on, and provides feasible suggestions for js.qq.com brand promotion in the above aspects. It also provides a certain reference for the formulation of regional portal development strategy.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

【参考文献】