Research On The Strategy Of Content Marketing For HB News Client

The profit and development of the media industry and news media are a hot topic discussed in the industry,and there are also academic experts constantly paying attention to it.With the development of Internet technology and the popularization of intelligent terminals,more and more people flock into the fast track of "content entrepreneurship",which are professional "media people","we Media" practitioners good at content production,as well as"we We Media" studios and MCN institutions.The emergence and vigorous development of"We Media" "has injected new vitality into the media industry,and has also caused a great impact and challenges on various media formats before.Mobile news terminal huge demand and technological innovation,also promote many similar "headlines","netease news" similar business "platform" news client booming,to the user "attention" grab let mobile news client return to "content is king" value guidance,also affirmed the traditional media strong development potential in terms of content.How to find the right direction in the wave of Internet content cleaning,has always been a problem of many media confusion.Traditional media enterprises mostly have backward organization system,market positioning is not clear,content production cannot grasp key,management mechanism chaos,but the Internet to the user,the audience is racing against time,if not timely find the content development strategy direction,corresponding marketing measures,will lose opportunities in the competition,lose their brand position.HB News,as a media client built and operated by provincial newsthesis groups,is also facing the above problems.This thesis takes HB News as the analysis object,and uses PEST,Porter Five-force model of integrated marketing,STP theory,SWOT matrix,competition-market dimension analysis matrix and other tools to carry out the internal and external comprehensive analysis of the content marketing environment of HB News.Design questionnaire,research the audience of the current news and information market consumption behavior habits,for HB news content marketing strategic direction to provide data basis,using STP integrated marketing theory such as media content market segmentation,the content of HB news client to target market selection,establish the market positioning.At the same time,according to the classic,4P theory of marketing and the 4I principle in communication,for the content of HB news,from four perspectives of product,price,channel and promotion,we analyzed to clarify the existing problems and clarify the direction of future content construction.Content marketing is an eternal topic for the news media,which is not only the marketing itself,but also the construction of the media brand.The research object of this article,HB News,moves from the province to the whole country.It takes the domestic influential news media as the development goal.It is very representative and typical in the media industry and has high research value.The results of the article can also provide important value reference for the content marketing of the whole media industry,to help the news media in the fierce news and information content market competition to better position themselves,clear strategic direction,formulate strategies,make good content marketing at the same time start brand influence,find a place in the news market.