IT媒体企业服务战略及营销策略分析
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摘要
IT媒体是近几年媒体传播技术与计算机网络信息化技术融合的产物,它的兴起不仅给整个媒体产业带来了市场竞争格局的变化,同时也让媒体企业管理者和理论研究界在面对2008第四季度以来金融危机所造成的经济不稳定的新环境下,提出了诸多的问题:如何认清宏观经济环境不利因素对媒体企业的影响?如何借助媒体企业自身能力和资源规避风险发挥优势?如何建立价值链系统确立竞争优势和服务战略?如何调整服务策略帮助企业实现稳步增长?
为此,本文从当前国内外媒体行业理论及行业实践研究的现状入手,指出IT网络媒体企业组织需要根据不同的市场环境及时建立核心优势和调整服务战略的必要性。
在分析方法运用时,通过波特价值链和SWOT分析工具对IT媒体企业所处的宏观与微观局势进行剖析,找到企业的优势与劣势、机会与风险方面的关键因素。并且,以e-works作为IT媒体企业典型案例,结合环境因素和企业所处的市场状况及定位进行企业战略分析,确立企业竞争优势构建差异化服务战略及相关业务多元化思路作补充。在营销策略分析时,围绕服务营销的7P理论展开,提炼出IT专业网络媒体的服务营销的主要策略,同时,还需要注意媒体内容的专业化、网络营销职能的针对性、网络营销组合的多样化、网络媒体服务的互动性和个性化、媒体合作的横向联盟以及政府政策导向等方面。
最后,再次强调在网络媒体企业战略规划和应用服务模式时进行企业价值分析的重要性,以及为实现企业长期稳健发展还需考虑的建议。
IT network media is the product of media technology and network information technology in recent years. Its rise not only has brought new changes in competition pattern to the whole industry, while also business managers and theoretical research community have to face many new questions resulting from economic instability since the forth quarter 2008 financial crisis :How to recognize the influence of the macroeconomic changes in enterprises operation? How to risk-averse play to its advantages with limited capacity and resources? How to establish competitive advantage and services strategy through value chain system? How to achieve steady growth on the basis of an appropriate service and profit model for a long time?
So, this article introduced the development of domestic and overseas including academic achievement in media, and also specified that it’s necessary for IT media organization to adjust business strategy and establish core competencies under different marketing environment.
Then, In order to find the key factors of strengths and weaknesses, opportunities and risks, this article described the macro-and micro-situation through Porter's value chain tools and SWOT model. With e-works as the IT network media companies’s typical case , this paper detailed to build core competencies, business service strategy , and related business diversification ideas further to add . In the marketing strategy analysis, it focus on service marketing 7P theory, concluding the key marketing strategies of IT professional networks media. On the other hand, it’s pay attention to the media content’s specification, the media’s marketing functions and marketing mix, the media‘s interactive and individualization, the media’s horizontal alliances and government policy-oriented etc.
Finally, a summary of the text are prospects. The article stressed the function of value chain for building strategic planning and service model, as well as other suggestion to realize the long-term stable and rapid development.
为此,本文从当前国内外媒体行业理论及行业实践研究的现状入手,指出IT网络媒体企业组织需要根据不同的市场环境及时建立核心优势和调整服务战略的必要性。
在分析方法运用时,通过波特价值链和SWOT分析工具对IT媒体企业所处的宏观与微观局势进行剖析,找到企业的优势与劣势、机会与风险方面的关键因素。并且,以e-works作为IT媒体企业典型案例,结合环境因素和企业所处的市场状况及定位进行企业战略分析,确立企业竞争优势构建差异化服务战略及相关业务多元化思路作补充。在营销策略分析时,围绕服务营销的7P理论展开,提炼出IT专业网络媒体的服务营销的主要策略,同时,还需要注意媒体内容的专业化、网络营销职能的针对性、网络营销组合的多样化、网络媒体服务的互动性和个性化、媒体合作的横向联盟以及政府政策导向等方面。
最后,再次强调在网络媒体企业战略规划和应用服务模式时进行企业价值分析的重要性,以及为实现企业长期稳健发展还需考虑的建议。
IT network media is the product of media technology and network information technology in recent years. Its rise not only has brought new changes in competition pattern to the whole industry, while also business managers and theoretical research community have to face many new questions resulting from economic instability since the forth quarter 2008 financial crisis :How to recognize the influence of the macroeconomic changes in enterprises operation? How to risk-averse play to its advantages with limited capacity and resources? How to establish competitive advantage and services strategy through value chain system? How to achieve steady growth on the basis of an appropriate service and profit model for a long time?
So, this article introduced the development of domestic and overseas including academic achievement in media, and also specified that it’s necessary for IT media organization to adjust business strategy and establish core competencies under different marketing environment.
Then, In order to find the key factors of strengths and weaknesses, opportunities and risks, this article described the macro-and micro-situation through Porter's value chain tools and SWOT model. With e-works as the IT network media companies’s typical case , this paper detailed to build core competencies, business service strategy , and related business diversification ideas further to add . In the marketing strategy analysis, it focus on service marketing 7P theory, concluding the key marketing strategies of IT professional networks media. On the other hand, it’s pay attention to the media content’s specification, the media’s marketing functions and marketing mix, the media‘s interactive and individualization, the media’s horizontal alliances and government policy-oriented etc.
Finally, a summary of the text are prospects. The article stressed the function of value chain for building strategic planning and service model, as well as other suggestion to realize the long-term stable and rapid development.
引文
[1]大度博策咨询.金融危机对中国互联网行业影响报告[R]. 2008.12
[2]迈克尔·波特(Michael E. Porter).竞争优势[M].陈小悦译.北京:华夏出版社, 2005
[3]菲利普·科特勒,凯文·莱特·凯勒.营销管理[M].上海:上海人民出版社, 2006
[4]艾瑞咨询. 2008-2009年中国网络广告行业发展报告简版[R]. 2009
[5]侯庆萍.从注意力经济到影响力经济[D].吉林大学, 2009
[6]杨树弘.出版产业数字化生存路径与竞争策略[C].暨南大学,数字时代的传媒产业论坛论文集. 2008
[7]财经网.上海文广集团宣布制播分离改革. http://www.caijing.com.cn/2009-10-21/110289364.html,2009,10,21
[8]吕玥.新媒体传播的盈利模式研究[D].浙江大学, 2009
[9]车琳.从策略到战略:报业集团发展问题研究[D].暨南大学, 2008
[10]菲利普·科特勒,托马斯·海斯,保罗·N·布卢姆.专业服务营销[M].俞利军译.北京:中信出版社, 2003
[11]冯英健.网络营销基础与实践[M].北京:清华大学出版社, 2004
[12]王东熙.新媒体之"新"——从传播模式角度谈新媒体的分类和定义[J].东南传播, 2009,5: 25~28
[13]中国互联网络信息中心.第24次中国互联网络发展状况统计报告[R], 2009,7
[14]刘舒.从第四媒体与传统媒体的优劣势看“融媒”时代的到来[J].科技传播2009,2:54~56
[15]胡孝芸,胡杰.第四媒体网络的力量[J].记者摇篮, 2009,1: 41~42
[16]邹昭晞.企业战略分析[M].北京:经济管理出版社, 2005
[17]黄齐朴.基于价值链分析的企业核心竞争力研究[D].西南财经大学, 2006
[18]艾瑞咨询.网络广告产业发展迅速,广告效果优化愈发重. http://www.chinasigns.cn/Article/flcs/wlmt/200909/31631.html, 2009,9,14
[19] IAB. Glossary of Interactive Advertising Terms. http://www.iab.net/insights_research/1494, 2008
[20]信息产业报道.国内IT媒体集团盘点[J]. 2002,11: 29~31
[21] H. Kurt Christensen, Cynthia A. Montgomery . Corporate economic performance: Diversification strategy versus market structure [J]. Strategic Management Journal, 2006,2(4):327~343
[22]袁文艺.基于波特竞争理论的分众传媒竞争优势探析[C].中国传媒大学,中国传媒大学第二届新闻学与传播学博士生学术研讨会论文集. 2008:161~166
[23]刘东胜,王昱.价值链模型下基于过程的服务营销[J].商业现代化, 2007,12:45~46
[24] Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. Services marketing : integrating customer focus across the firm [M], McGraw-Hill/Irwin, 2005
[25]程士安.网络广告价值的体现[J].复旦学报. 2002,1:113~117
[26] Anderson and Narus. Capturing the Value of Supplementary Services[J]. Harvard Business Review, 1995,1:75-83
[27] Dennis J. Cahill. Internal Marketing: Your Company's Next Stage of Growth [M]. Routledge, 1996
[28]柳斌杰.新媒体发展的现状与趋势[J].传媒.2006,12: 4~8
[29] Jim Sterne. What Makes People Click:Advertising on the Web[M]. Que Corporation, 1997
[30]伍康希.传媒整合营销---理论与操作[M].广州:暨南大学出版社, 2010
[31] Scott McCoy, Andrea Everard, Peter Polak, Dennis F. Galletta. The effects of online advertising[J]. ACM New York, NY, USA. 2007
[32] Howard Rheingold. The Virtual Community:Homesteading on the Electronic Frontier [M]. MIT Press, 2000
[33] Jeremy Wright. Blog Marketing [M]. McGraw-Hill Professional, 2005
[34] Robyn Greenspan. Search Engine Marketing [M]. Andreas Ramos, Stephanie Cota, McGraw-Hill Professional, 2008
[35]Seth Godin. Permission Marketing: Turning Strangers Into Friends and Friends into Customers [M]. Simon and Schuster, 1999
[36]冯英健. Email营销[M].北京:机械工业出版社, 2003
[37]陈江东.新媒体互动传播的信息化解读与网络广告的媒介分析评测[D].华南理工大学, 2008
[38]杨堃,李淑健.网络营销与社会营销策略组合的整合模型[J] .重庆教育学院学报. 2009,22(3): 87~90
[39] IAB. IAB’s 28 Reasons to use Interactive Advertising. http://www.iab.net, 2007.8
[40] Peter Lorange and Johan Roos. Strategic Alliances: Formation, Implementation and Evolution[M]. Blackwell Business, 1993
[41] BBC News. How small firms can survive recession http://news.bbc.co.uk/2/hi/business/7658847.stm, 2008,10,14
[42]胡乃文.塑造网络经济[M].北京:清华大学出版社,2006
[43]刘汉东,李时椿.企业的经营战略选择:多元化还是专业化? [J].管理观察. 2009,30: 103~105
[2]迈克尔·波特(Michael E. Porter).竞争优势[M].陈小悦译.北京:华夏出版社, 2005
[3]菲利普·科特勒,凯文·莱特·凯勒.营销管理[M].上海:上海人民出版社, 2006
[4]艾瑞咨询. 2008-2009年中国网络广告行业发展报告简版[R]. 2009
[5]侯庆萍.从注意力经济到影响力经济[D].吉林大学, 2009
[6]杨树弘.出版产业数字化生存路径与竞争策略[C].暨南大学,数字时代的传媒产业论坛论文集. 2008
[7]财经网.上海文广集团宣布制播分离改革. http://www.caijing.com.cn/2009-10-21/110289364.html,2009,10,21
[8]吕玥.新媒体传播的盈利模式研究[D].浙江大学, 2009
[9]车琳.从策略到战略:报业集团发展问题研究[D].暨南大学, 2008
[10]菲利普·科特勒,托马斯·海斯,保罗·N·布卢姆.专业服务营销[M].俞利军译.北京:中信出版社, 2003
[11]冯英健.网络营销基础与实践[M].北京:清华大学出版社, 2004
[12]王东熙.新媒体之"新"——从传播模式角度谈新媒体的分类和定义[J].东南传播, 2009,5: 25~28
[13]中国互联网络信息中心.第24次中国互联网络发展状况统计报告[R], 2009,7
[14]刘舒.从第四媒体与传统媒体的优劣势看“融媒”时代的到来[J].科技传播2009,2:54~56
[15]胡孝芸,胡杰.第四媒体网络的力量[J].记者摇篮, 2009,1: 41~42
[16]邹昭晞.企业战略分析[M].北京:经济管理出版社, 2005
[17]黄齐朴.基于价值链分析的企业核心竞争力研究[D].西南财经大学, 2006
[18]艾瑞咨询.网络广告产业发展迅速,广告效果优化愈发重. http://www.chinasigns.cn/Article/flcs/wlmt/200909/31631.html, 2009,9,14
[19] IAB. Glossary of Interactive Advertising Terms. http://www.iab.net/insights_research/1494, 2008
[20]信息产业报道.国内IT媒体集团盘点[J]. 2002,11: 29~31
[21] H. Kurt Christensen, Cynthia A. Montgomery . Corporate economic performance: Diversification strategy versus market structure [J]. Strategic Management Journal, 2006,2(4):327~343
[22]袁文艺.基于波特竞争理论的分众传媒竞争优势探析[C].中国传媒大学,中国传媒大学第二届新闻学与传播学博士生学术研讨会论文集. 2008:161~166
[23]刘东胜,王昱.价值链模型下基于过程的服务营销[J].商业现代化, 2007,12:45~46
[24] Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. Services marketing : integrating customer focus across the firm [M], McGraw-Hill/Irwin, 2005
[25]程士安.网络广告价值的体现[J].复旦学报. 2002,1:113~117
[26] Anderson and Narus. Capturing the Value of Supplementary Services[J]. Harvard Business Review, 1995,1:75-83
[27] Dennis J. Cahill. Internal Marketing: Your Company's Next Stage of Growth [M]. Routledge, 1996
[28]柳斌杰.新媒体发展的现状与趋势[J].传媒.2006,12: 4~8
[29] Jim Sterne. What Makes People Click:Advertising on the Web[M]. Que Corporation, 1997
[30]伍康希.传媒整合营销---理论与操作[M].广州:暨南大学出版社, 2010
[31] Scott McCoy, Andrea Everard, Peter Polak, Dennis F. Galletta. The effects of online advertising[J]. ACM New York, NY, USA. 2007
[32] Howard Rheingold. The Virtual Community:Homesteading on the Electronic Frontier [M]. MIT Press, 2000
[33] Jeremy Wright. Blog Marketing [M]. McGraw-Hill Professional, 2005
[34] Robyn Greenspan. Search Engine Marketing [M]. Andreas Ramos, Stephanie Cota, McGraw-Hill Professional, 2008
[35]Seth Godin. Permission Marketing: Turning Strangers Into Friends and Friends into Customers [M]. Simon and Schuster, 1999
[36]冯英健. Email营销[M].北京:机械工业出版社, 2003
[37]陈江东.新媒体互动传播的信息化解读与网络广告的媒介分析评测[D].华南理工大学, 2008
[38]杨堃,李淑健.网络营销与社会营销策略组合的整合模型[J] .重庆教育学院学报. 2009,22(3): 87~90
[39] IAB. IAB’s 28 Reasons to use Interactive Advertising. http://www.iab.net, 2007.8
[40] Peter Lorange and Johan Roos. Strategic Alliances: Formation, Implementation and Evolution[M]. Blackwell Business, 1993
[41] BBC News. How small firms can survive recession http://news.bbc.co.uk/2/hi/business/7658847.stm, 2008,10,14
[42]胡乃文.塑造网络经济[M].北京:清华大学出版社,2006
[43]刘汉东,李时椿.企业的经营战略选择:多元化还是专业化? [J].管理观察. 2009,30: 103~105