| Mobile phones overtook computers to become the biggest Internet terminal in June 2012.Mobile Internet has been on the rise and more accepted by the audience,begun to break the spread of network information basically rely on the pattern of PC-side platform,to show a "information flows with the recipient" features.Mobile Internet market has risen in the whole world,with mobile phones becoming a widely used Information receiver.Nowadays,mobile terminals has gradually replaced the PC side of the portal,and formed a new mobile Internet features.In view of the phenomenon,this paper conducts theoretical analysis by summarizing the relevant data,and based on the present development,develops competitive strategies for propagation of company news and information as the foundation of which the NetEase news client should take in the future.Specifically,this paper uses the PEST analysis tool,the Porter five forces model,SWOT analysis method,through the actual cases and historical data,analyzes the macro environment of NetEase news client and industry environment,internal environment and the current challenges,advantages and disadvantages of the development of the NetEase news client,and builds new company competitive strategy under the model of SWOT.Through the SWOT analysis,combined with the advantages and disadvantages of NetEase news client,through the comparison of several classic competitive strategies,the author believes that the NetEase news client should adopt differentiation strategy.To implement the differentiation strategy,this paper adopts a series of new initiatives,including improving content productivity,product innovation,market development and innovation management market,all of which aim to maintain the competitive advantage of NetEase news client model under the tide of mobile Internet. |
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