Research On The Media Operation Of "Auto Home" From The Perspective Of Omnimedia

In the context of the current new era,we are in an era of rapid information change.For individuals in most societies,the carrier of information dissemination is undoubtedly the Internet as the first carrier,that is,people are more accustomed to using the Internet as a platform to meet their development needs as much as possible.Under this,the optimization of the Internet platform itself is also undergoing tremendous changes all the time.With the help of the Internet and the Internet as a carrier,people conduct close and frequent information exchanges.The Internet has become a convenient tool for people to obtain information in any channel,in any aspect,in any free time and space,from portal websites to vertical websites.From the PC terminal to the mobile terminal,from a one-page website to a mobile application,people are constantly updating and obtaining the information they want.The current dissemination of social information has entered the era of all media,and the communication concept of "full process,full staff,holographic,full effect" guides the future development trend of media integration and communication.This is not only the integration of media forms,but also a fundamental change in the media communication environment and communication ecology.With the development of Internet technology,various industries can rely on media integration to carry out more extensive and in-depth intelligent communication and mobile interconnection.As a pillar industry of my country’s national economy,the automobile industry is a pillar industry of China’s national economy.In the era of omni-media,the operation of automobile vertical media realizes the transmission of information,improvement of products and services,marketing and dissemination of automobiles by effectively combining manufacturers,dealers,ordinary consumers and information audiences.Culture and other basic functions,thus promoting the sustainable and healthy development of my country’s automobile industry.This paper selects the most visited automobile vertical website "Auto-home" obtained by major data analysis companies at home and abroad as the main research object.It has studied its development experience over the years,in-depth research on its development history and success factors,using the relevant theories of communication and marketing management respectively,and adopting interdisciplinary analysis methods,content analysis methods,in-depth interview methods,5W analysis methods,and data analysis methods.and other methods to analyze the internal and external reasons why it has become the "top-stream" media of automobiles from the perspective of communication.The reason why "Autohome" is chosen as the largest search object of China’s auto vertical websites is that as a representative of the Internet vertical field,it builds a linkage mechanism for media operations,innovates the wide-area content of media operations,and operates diverse media in the era of omnimedia.Media forms and media channels have achieved the flattening of media operation effects,reaching the leading level in the field.The theoretical basis is that it has become the most comprehensively visited automobile website in China for more than ten years in the world,and has integrated a variety of business models in a single medium.Develop and disseminate automotive information from different perspectives,different forms,different audiences,and different communication effects,such as getting quotes from dealers for consumers,industry information for car enthusiasts,forum sharing for real car owners,and The live broadcast interaction of young customers,of course,also has promotion and marketing for their industry partners.The situation of its omni-media operation has still become the benchmark in terms of media operation in the industry.At present,there are many aspects of its media operation form that are worthy of further study and study,which are worthy of our in-depth discussion.As one of the most famous companies in the auto industry,Autohome is exploring the use of media as a social "tool" to serve our country’s auto industry.As a reference,this undoubtedly has very important practical significance,and has had a very important impact on the formation and development of automobile culture on other Internet companies,and even my country’s traditional auto companies.The literature analysis shows that there are few researches on the media operation of automobile vertical websites in my country.I hope this paper can provide some useful supplements for the research in this field.