本文關(guān)鍵詞：華商網(wǎng)廣告經(jīng)營(yíng)策略研究　出處：《西北大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著中國(guó)互聯(lián)網(wǎng)的日益普及,互聯(lián)網(wǎng)市場(chǎng)從門戶時(shí)代走向WEB2.0時(shí)代,同時(shí),二線的區(qū)域互聯(lián)網(wǎng)市場(chǎng)也迎來(lái)了新的發(fā)展機(jī)遇,以社會(huì)化網(wǎng)絡(luò)、電子商務(wù)、消費(fèi)社區(qū)、微博、搜索引擎為代表的商業(yè)應(yīng)用和新技術(shù)大行其道,區(qū)域互聯(lián)網(wǎng)市場(chǎng)面臨著前所未有的挑戰(zhàn)和機(jī)遇。西安華商網(wǎng)絡(luò)傳媒有限公司(以下簡(jiǎn)稱“華商網(wǎng)”)經(jīng)過(guò)近十年的發(fā)展,無(wú)論是影響力還是收入均己成為西安的第一大門戶網(wǎng)站,然而,隨著互聯(lián)網(wǎng)行業(yè)的巨大變化和國(guó)內(nèi)一線網(wǎng)絡(luò)公司相繼進(jìn)入西安,如何應(yīng)對(duì)外部競(jìng)爭(zhēng)和自身廣告經(jīng)營(yíng)的瓶頸和困境?如何在競(jìng)爭(zhēng)中謀求產(chǎn)品和技術(shù)的創(chuàng)新,增加自身的競(jìng)爭(zhēng)力,為廣告經(jīng)營(yíng)提供強(qiáng)有力的平臺(tái)和技術(shù)支持,成為當(dāng)前華商網(wǎng)所面臨的首要問(wèn)題。 本論文采取文獻(xiàn)研究法和統(tǒng)計(jì)法,全面而系統(tǒng)地對(duì)華商網(wǎng)的經(jīng)營(yíng)現(xiàn)狀和受眾情況進(jìn)行了收集,結(jié)合電話調(diào)查、數(shù)據(jù)調(diào)查、訪談法、個(gè)案研究法,通過(guò)進(jìn)入社區(qū)、電話訪問(wèn)等的方式,對(duì)華商網(wǎng)的受眾和廣告客戶進(jìn)行系統(tǒng)的調(diào)查和了解,同時(shí)結(jié)合現(xiàn)有媒介調(diào)查數(shù)據(jù),形成了基本的營(yíng)銷數(shù)據(jù)基礎(chǔ)；本論文在對(duì)廣告經(jīng)營(yíng)數(shù)據(jù)分析的基礎(chǔ)上,進(jìn)行了廣告營(yíng)銷環(huán)境的定性化研究?jī)?nèi)容,并應(yīng)用SWOT分析法,探討了華商網(wǎng)在廣告經(jīng)營(yíng)過(guò)程中“優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅”；本文基于經(jīng)典的營(yíng)銷策略組合理論,并結(jié)合了華商網(wǎng)的廣告經(jīng)營(yíng)實(shí)際,在廣告經(jīng)營(yíng)策略上提出了關(guān)于“產(chǎn)品、價(jià)格、渠道與促銷”方面的營(yíng)銷創(chuàng)新策略。 本文是對(duì)區(qū)域互聯(lián)網(wǎng)媒體門戶進(jìn)行深入地營(yíng)銷策略研究,本論文的研究方法、分析過(guò)程和研究結(jié)論,對(duì)于國(guó)內(nèi)相關(guān)同類型的網(wǎng)站廣告經(jīng)營(yíng)中的營(yíng)銷策略創(chuàng)新,具有一定的借鑒意義和可推廣性。
[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.

【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F49;F713.8

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本文編號(hào)：1372778