II 摘要 在互联网及新媒体蓬勃发展的今天，伴随日趋快捷的工作生活节奏，人们对 信息的需求呈现出速度快、形式多的刚性特征，同时国家相继出台了系列指导和 扶持互联网和新媒体行业发展的政策，这不仅形成了巨大的市场，还使得该市场 的红利期保持发展，于是吸引了很多的创业者的目光。但事实上，这些初创型新 媒体企业大都存在着诸多问题，如技术水平层次不齐、市场定位不明确、整体管 理模式混乱等等。更有部分创业者希望凭借自身创意迅速占据市场风口，进而取 得持续发展，完全忽略了市场经营管理的科学性及重要性。尤其是，在新媒体行 业一旦缺乏资本市场的认可，这些初创型企业会逐渐失去竞争力，进而使企业失 去活力，逐步走向衰退，直至最后的解散。 初创型 B 新媒体公司正面临着这样的问题，本文以 B 新媒体公司为分析对象， 首先运用 PEST 分析及波特五力分析的方法对新媒体营销的宏观环境、需求环境和 竞争者环境进行了综合的分析，确定了新媒体营销的未来和可持续发展性。随后 采用问卷调查和专业人士访谈的方式，厘清了同类型新媒体公司的发展情况和新 媒体受众的需求。综合考虑以上情况，针对 B 新媒体公司市场定位不明确的战略 问题，采用 STP 营销战略对 B 新媒体公司重新进行了市场细分、目标市场确定和 市场定位。同时针对 B 新媒体公司营销策略不清晰的问题，采用 4I 网络整合营销 策略，从趣味、互动、利益和个性化四个方面制定了全方位的新媒体营销策略。 对于与 B 新媒体公司具有共同特点的其它初创型新媒体企业，同样能够借鉴 本文采用的市场定位及策略组合研究方法，帮助自己的企业在新媒体竞争激烈的 市场中，提高自身竞争力，找准自己的突破方向，并获得成功。 关键词：初创型公司、新媒体营销、STP 战略、市场定位、4I 策略III ABSTRACT With the development of network technology and new media, With the increasing pace of work and life, the demand for information is characterized by high speed and various forms. Currently, China has issued a series of policies to guide and support the development of the Internet and new media industry, which not only forms a huge market, but also keeps the dividend period developing, so it draws more and more attention of entrepreneurs' eyes. But in fact, most of these start-up new media enterprises face serious problems, such as the uneven level of technology, the un-clear market positioning, the chaotic management mode and so on. Moreover, some entrepreneurs hope to occupy the market rapidly with their creativity, thus achieve sustainable development, which completely ignores the nature and importance of market management. Particularly, in the new media industry, once the lack of recognition of the capital market, these start-up enterprises will gradually lose competitiveness, resulted in the enterprises lose vitality, gradually go into recession, and finally dissolve. As a startup new media company, B company is facing such problems. This paper takes B company as the analysis object, the author uses PEST analysis and Porter Five Forces analysis to comprehensively analyze the macro environment, demand environment and competitor environment of new media marketing and determines the future and sustainable development. Then, the author clarifies the development of the same type of new media companies and the needs of audiences through questionnaires and interviews. Considering the above situation, aiming at the strategic problem of unclear market positioning of B new media company, the STP marketing strategy adopted to re-segment the market, the positioning of the market. Also, referring to the unclear marketing strategy of B company, the author adopts the 4I Network integrated marketing strategy to formulate a comprehensive new media marketing strategy from four aspects of interest, interaction, interest and personalization. For other start-up new media enterprises with the same characteristics as B, the author hopes they can also learn from the research of market positioning and strategy combination adopted in this paper to help their enterprises improve their competitiveness, find their breakthrough direction and achieve success in the fierceABSTRACT IV market competition. Keywords: start-up company，new media marketing, STP strategy, market positioning, 4I strategy目 录 V 目 录 第一章 绪论.....................................................................................................................1 1.1 选题背景和意义................................................................................................ 1 1.1.1 中国互联网发展概况.............................................................................1 1.1.2 中国新媒体发展简介.............................................................................1 1.1.3 初创型 B 新媒体公司发展现状............................................................ 3 1.1.4 研究的意义.............................................................................................3 1.2 研究内容及方法................................................................................................ 4 1.3 本文创新之处.................................................................................................... 4 第二章 相关理论及文献综述.........................................................................................6 2.1 STP 战略营销理论.............................................................................................6 2.1.1 市场细分.................................................................................................6 2.1.2 目标市场选择.........................................................................................7 2.1.3 市场定位.................................................................................................7 2.2 4I 网络整合营销理论.........................................................................................8 2.2.1 4I 理论的背景及研究现状......................................................................8 2.2.2 4I 理论的基本原则................................................................................10 第三章 初创型 B 新媒体公司市场环境分析.............................................................. 12 3.1 新媒体营销的宏观环境分析（PEST）.........................................................12 3.1.1 政治法律环境.......................................................................................12 3.1.2 社会经济环境.......................................................................................13 3.1.3 社会文化环境.......................................................................................14 3.1.4 技术环境...............................................................................................15 3.2 新媒体市场需求环境分析.............................................................................. 15 3.3 新媒体营销的竞争者环境分析...................................................................... 18 3.3.1 现有竞争者及新进入者分析...............................................................19 3.3.2 供应商议价及购买者能力分析...........................................................19 第四章 初创型 B 新媒体公司运营现状分析.............................................................. 21 4.1 初创型 B 新媒体公司的现状..........................................................................21 4.1.1 初创型 B 新媒体公司简介.................................................................. 21 4.1.2 初创型 B 新媒体公司产品业务线...................................................... 21目 录 VI 4.1.3 初创型 B 新媒体公司客户结构.......................................................... 24 4.1.4 初创型 B 新媒体公司经营状况.......................................................... 25 4.2 初创型 B 新媒体公司现存问题的调查研究..................................................27 4.2.1 访谈设计与实施...................................................................................28 4.2.2 公司战略定位不清晰...........................................................................29 4.2.3 公司缺少产品优势...............................................................................30 4.2.4 公司市场开拓能力较弱.......................................................................31 4.3 新媒体营销受众认知调研分析...................................................................... 32 4.3.1 调研问卷设计与调查...........................................................................32 4.3.2 调研问卷信效度分析...........................................................................33 4.3.3 调研问卷分析结果...............................................................................35 第五章 初创型 B 新媒体公司的市场定位研究.......................................................... 38 5.1 B 新媒体公司市场细分的必要性................................................................... 38 5.1.1 新媒体平台细分...................................................................................38 5.1.2 新媒体受众需求细分...........................................................................40 5.1.3 地理区域细分.......................................................................................42 5.2 B 新媒体公司目标市场的选择....................................................................... 43 5.3 B 新媒体公司的市场定位............................................................................... 44 第六章 初创型 B 新媒体公司基于 4I 原理的营销策略.............................................48 6.1 内容以趣味性为突破...................................................................................... 48 6.1.1 内容为王...............................................................................................48 6.1.2 热点追踪...............................................................................................49 6.1.3 趣味设计...............................................................................................50 6.2 增强产品的互动性.......................................................................................... 52 6.2.1 评论维护...............................................................................................52 6.2.2 话题参与...............................................................................................54 6.3 打造个性化标签.............................................................................................. 55 6.3.1 特色化内容...........................................................................................55 6.3.2 个性化服务...........................................................................................56 6.4 为客户提供更多的流量转化.......................................................................... 56 6.4.1 利益传播...............................................................................................56 6.4.2 矩阵变现...............................................................................................58 第七章 结论...................................................................................................................60目 录 VII 7.1 本文的研究成果.............................................................................................. 60 7.2 不足之处及未来研究展望.............................................................................. 61 致 谢...............................................................................................................................62。。。。。。以下内容略