Research On The Positioning Of "Jiangjiao Online" Website

Based on the positioning theory in marketing,this paper synthesizes the relevant theories of communication,media management and marketing,and explores the positioning of Jiangjiao Online website by literature analysis and case study.The main part of the article introduces the theory of media positioning.The elements of media positioning include audience positioning,function positioning,content positioning and market positioning.Audience positioning is the core.Audience positioning affects function positioning,content positioning and market positioning.The article then uses media positioning theory to study the audience positioning and function positioning of Jiangxi Education Online website,and finds that Jiang Jiao Online has insufficient audience segmentation,neglecting audience cognition differences and neglecting audience status changes,resulting in content positioning.There are problems such as fuzzy settings and duplicate content on the column.In the function positioning,there are problems such as inadequate education policy propaganda,unbroken information islands,and insufficient interaction.The lack of interaction leads to insufficient stickyness of the audience and triggers a single profit model.Finally,it is proposed that Jiangjiao Online can subdivide the audience from the audience positioning,optimize the production content according to the different characteristics of different audiences,add platform social and information-related recommendation functions to meet the needs of audiences,enhance the activity of audiences,and increase the profit channel of the website by broadening the service to audiences.