Reserch On The Communication Strategy Of Native Advertising In Phoenix Web

In recent years,with the development of technology such as big data and advertising interception,the development of traditional Internet display advertising with strong user interference has encountered bottlenecks.Native advertising is characterized by its concealment,customizable content and dissemination.It has been widely used in advertising.In 2012,Phoenix introduced the original advertisement to China for the first time.Subsequently,domestic media including Tencent,Iqiyi and Internet Co joined the camp of native advertising.As the first media to introduce primary advertising in China,Fenghuang network has accumulated a lot of mature communication strategy experience in the production and operation of primary advertising,which is typical in the development of native advertising.Therefore,the author takes the original advertisement of phoenix net as an example,through the collection and analysis of the original advertisement related cases and information of Fenghuang net,and the interview with the staff of the advertising department of Fenghuang network Hunan station to analyze and summarize the status of the development of the original advertising in phoenix net,the advantages and disadvantages of the communication strategy and the development of the new advertising law.To solve the problems and solve the problems.The research finds that the original advertising brands of phoenix net are ranked in the top three of the automobile industry,fast cancellation industry and electrical communication industry.According to the form of advertising,the author divides the original advertisement of phoenix net into the primary advertisement of the news category,the primary advertisement of non news video class,the primary advertisement of the special category,the original column advertisement,and the channel Hara Kihiro.Tell me.According to the interview and related case analysis,the author believes that the primary advertising communication strategy of phoenix net can be summed up as content concealment and value strategy,precise concealment and push strategy,full media coverage strategy,hierarchical layout strategy,depth blending strategy and scene tracking strategy.However,in the context of the promulgation of the new advertising law and the development of large data in 2015,there are many hidden worries in the communication strategy and the development of the advertisement,such as the concealment of the content and the conflict of the audience's choice,the blurring of the line of news ethics and advertising communication,the excessive mining of the user's data and the right of the user's privacy.The credibility of the body is too high,and the dissemination of brand is limited by media tonality.In view of the above problems,this paper puts forward the optimization countermeasures,including respect for the balance between the advertising audience and the use of content,the clear line of news narration and the essence of the news,the feedback and optimization of user data,and the reduction of user experience interruption.