4C理论视阈下的网易新闻客户端营销策略研究
发布时间：2018-10-13 09:23
【摘要】：新闻客户端又称新闻APP,是服务方基于苹果i OS、安卓等平台提供新闻资讯、新闻服务的移动应用程序。用户下载该类应用程序到移动终端上,通过网络与服务端建立连接,接入使用。由于新闻客户端是一种便捷、易得、实时的新闻阅读方式,因此被越来越多的用户使用。而网易新闻客户端在2013年7月9日用户量就已突破1.2亿,将网易新闻客户端作为研究对象,对研究新闻客户端具有重要意义。本文共分为五个部分。第一部分为绪论,主要介绍本文的研究的背景、目的及研究方法。第二部分即正文第一章,主要介绍了网易新闻客户端的发展概况,包括网易新闻客户端兴起的时代背景、对手分析及发展历程,对网易新闻客户端的历史进行了梳理。第三部分即正文第二章,主要分析了网易新闻客户端目前存在的问题。在这部分中,主要从四个角度对网易新闻客户端进行了分析,指出了其目前存在的问题。第四部分即正文第三章,主要针对第二章的问题提出了解决措施。在这一章中,以4C营销理论为理论基础,从用户需求、成本、便利性和沟通四个角度对网易新闻客户端的问题提出了解决措施。最后为本文的结论部分。本文旨在通过4C营销理论,对网易新闻客户端在发展过程中存在的问题及对策进行分析,从而使网易新闻客户端能够更好地发展。此外,研究网易新闻客户端对整个新闻类客户端的营销策略也有一定的参考价值。
[Abstract]:The news client also calls APP, a mobile app for news and news services based on platforms such as Apple's I OS, Android. Users download such applications to mobile terminals, establish a connection with the server through the network, and access the application. News client is a convenient, easy and real-time way to read news, so it is used by more and more users. NetEase's news client has exceeded 120 million users on July 9, 2013. Therefore, it is of great significance to study the news client by taking NetEase news client as the research object. This paper is divided into five parts. The first part is the introduction, mainly introduces the background, purpose and research method of this paper. The second part is the first chapter of the text, mainly introduces the development of NetEase news client, including the background of the rise of the news client, the opponent analysis and the development process. The third part, the second chapter, mainly analyzes the problems existing in NetEase's news client. In this part, the author analyzes NetEase's news client from four angles and points out its existing problems. The fourth part is the third chapter of the text, mainly for the second chapter of the problem proposed solutions. In this chapter, based on the 4C marketing theory, the author puts forward some measures to solve the problems of NetEase's news client from the aspects of user demand, cost, convenience and communication. The last part is the conclusion of this paper. The purpose of this paper is to analyze the problems and countermeasures in the development of NetEase's news client through the 4C marketing theory, so as to enable the news client of NetEase to develop better. In addition, the study of NetEase news client to the entire news client marketing strategy also has certain reference value.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7-F
本文编号：2268086
[Abstract]:The news client also calls APP, a mobile app for news and news services based on platforms such as Apple's I OS, Android. Users download such applications to mobile terminals, establish a connection with the server through the network, and access the application. News client is a convenient, easy and real-time way to read news, so it is used by more and more users. NetEase's news client has exceeded 120 million users on July 9, 2013. Therefore, it is of great significance to study the news client by taking NetEase news client as the research object. This paper is divided into five parts. The first part is the introduction, mainly introduces the background, purpose and research method of this paper. The second part is the first chapter of the text, mainly introduces the development of NetEase news client, including the background of the rise of the news client, the opponent analysis and the development process. The third part, the second chapter, mainly analyzes the problems existing in NetEase's news client. In this part, the author analyzes NetEase's news client from four angles and points out its existing problems. The fourth part is the third chapter of the text, mainly for the second chapter of the problem proposed solutions. In this chapter, based on the 4C marketing theory, the author puts forward some measures to solve the problems of NetEase's news client from the aspects of user demand, cost, convenience and communication. The last part is the conclusion of this paper. The purpose of this paper is to analyze the problems and countermeasures in the development of NetEase's news client through the 4C marketing theory, so as to enable the news client of NetEase to develop better. In addition, the study of NetEase news client to the entire news client marketing strategy also has certain reference value.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7-F
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