市场营销专业 新媒体营销策略的研究——以腾讯公司为例.docxVIP

PAGE 14 新媒体营销策略的研究——以腾讯公司为例 The marketing planning with new media—— in order to Tencent company as an example 内容摘要□□ 时代的转变和技术的改革往往能为社会带来新的冲击，而“新媒体”就是在这个环境下诞生的产物。如今，新媒体已经是一个时下大火的互联网概念。和新媒体相关的平台，大多都是我们耳熟能详的：比如微信，微博，哔哩哔哩，腾讯视频，抖音，百度贴吧等等。他们之中，有的是新媒体诞生之初就已经发家的老前辈，有的是在新媒体行业火热之后加入战场的新秀。而它们都有一个共同的特质：能够借着新媒体的“多元互动”性将优质内容传达给用户。而腾讯公司，凭借着它庞大的用户群体和在互联网行业打拼多年的经验，在这个领域具有不可小觑的价值。本文将以腾讯公司旗下的微信公众号和腾讯视频两款产品作为研究内容，分析媒体的性质，特点和发展历程；后期着重于研究该两款产品的优势部分，寻找可取之处，摸索出新媒体营销策略的方向；最后对于整一个环境的整体情况做产品分析和优劣势分析，将新媒体营销策略的长处进行延伸，短处进行弥补。 □□关键词： 新媒体 营销策略 微信公众号 腾讯视频 Abstract □ The change of The Times and the reform of technology can often bring new impacts to the society, and new media is the product of this environment. Nowadays, new media has been a hot Internet concept. Most of the platforms related to new media are familiar to us, such as WeChat , weibo, bilibili, tencent video, douyin, baidu tieba and so on. Among them, some are old-timers who have already made a fortune since the birth of new media, and some are newcomers who have joined the battlefield after the new media industry is hot. And they all have a common characteristic: to be able to take advantage of the multiple interaction of new media to deliver quality content to users. Tencent, with its huge user base and years of experience in the Internet industry, is valuable in this field. This paper will take tencents WeChat public account and tencent video as the research content to analyze the nature, characteristics and development process of the media; In the later stage, the author focuses on the research of the advantages of the two products, looking for the advantages and exploring the direction of the new media marketing strategy. Finally, the product analysis and the advantages and disadvantages analysis of the overall situation of the whole environment will extend the advantages of the new media marketing strategy and make up for the disadvantages. Key words： new media market