| Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 107 === Since entering the new century, the rapid development of Internet technology, along with the upgrade of consumption, has led to a great change in people''s way of life and life needs. In this context, based on Internet technology, with the help of a variety of terminal reading of the new media platform rose rapidly. With the advantages of rich content, high timeliness, strong interaction with the audience and high profit level, the new media has gradually become the preferred way for people to obtain information because of its increasing proportion in the media market. In the face of the impact of new media, our traditional media have begun to transform the road, although still adhere to the concept of relying on content to win the development, but the way of communication has been from the original single The change of thinking from item Communication to Internet Communication. “The Paper” is a transformation from the “Oriental Morning Post” in Shanghai, and it is also one of the typical successful cases of Chinese traditional media transforming into new Internet media. In the process of traditional media transformation, many new media continue to grow, such as headlines today, user activity and number of views has been far ahead. Nowadays, the media market of our country once again falls into the new media and the traditional media after the transformation as well as the traditional media competition. Therefore, in such a fierce market competition environment, as a media industry personnel, we must think about how new media to formulate marketing strategies, how to stand out from the fierce and gradually open market competition, and how to profit continuously from the market.
Based on the above problems, this paper will focus on the new media marketing strategy in the Internet era. The article is divided into six chapters: the first chapter is the introduction, mainly describes the background and significance of this study, research purposes, domestic and foreign research status and research methods; the second chapter is to analyze the current situation of China''s media market in the Internet era. This paper mainly analyzes the distribution quantity, advertising revenue and market share of traditional media and new media. The third chapter will analyze the current situation of the new media, including the product form, the income structure in the profit model and the user analysis. is one of the typical cases of media transformation from Chinese media to new media. Therefore, the focus of this paper is also to study the growth path and market development of "the News of surging", and take this as an example to explore the marketing strategy of new media; The fourth chapter is to analyze the marketing strategy of the “The Paper” under the domestic Internet background, mainly using SWOT analysis and "4P" marketing combination analysis, and taking "Headline Today" as an example to analyze the management strategy of the competitors of "the News of the surging". Through the way and experience of the marketing of the News, “The Paper” studies the marketing strategies of the new media in the Internet era from many angles. The fifth chapter is the conclusion, through the scientific analysis and the induction method carries on the summary to the new media marketing strategy research.
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