Reasearch On The Content Marketing Modle Of Netease News APP

Domestic news and information apps have been developed for more than 10 years.In a long period of time,the profit model of news media is mainly advertising business and content payment business.After the development of the past ten to twenty years,the development of the Internet industry has been relatively mature,and began to further face the demographic dividend decline,traffic gradually peak situation.In this context,the competition for traffic between news and information apps is becoming more intense,which immediately enters the stage of stock competition.On the other hand,short video,content aggregation platform applications and other sudden emergence,more intensified the content industry market competition.Looking at the current mainstream news apps in the market,most of them are characterized by serious homogeneity of content and functions,shortened user usage time and low user stickiness.How to gain a place in the traffic competition has always been the direction of exploration for many news and information apps.As one of the earliest developed news apps,Net Ease News app also faces the above problems.This paper takes Net Ease News app as the research object,relies on the current operating environment of news apps,and makes use of relevant theories and models of marketing,content marketing and media strategy management,including content marketing.Structural model,4P theory,STP theory,and PEST and SWOT marketing strategy analysis tools are used to conduct in-depth analysis of the current content marketing strategies of Net Ease News app,and summarize the innovation and success of recent strategies.At the same time,the problems and texture of its marketing strategy are studied,and the shortcomings of its strategy are found,and the corresponding marketing suggestions are put forward.It is hoped that by developing effective content marketing strategies to win differentiation advantages,improve user and market satisfaction,and break the competitive pattern.In the highly competitive media business environment,the exploration of content marketing can help news and information apps to open up new profit channels in the existing market.The research object of this paper is Net Ease News app,which has a long development time and large user volume.It has made far-reaching exploration in content marketing and is unique and typical,which has high research value.The research results can provide effective reference for the whole media industry.This paper is divided into seven parts to study and analyze the content marketing model of Net Ease News app,focusing on the research background and significance,theoretical basis and literature review,news app marketing analysis,Net Ease News app content marketing marketing strategy status quo,future marketing strategy suggestions and other parts.This paper integrates media strategy management STP model,4P marketing theory,content marketing S.A.V.E.This paper analyzes the current marketing status of Net Ease News app by combining classical theories and analysis models such as structure with literature research,empirical investigation and comparative analysis,finds out its marketing advantages and disadvantages,puts forward strategic suggestions for the future marketing of Net Ease News app,and hopes to bring some inspiration to the development of the news industry.