摘要 伴随互联网技术的出现和发展，移动互联网已经深刻地改变了人们的思维方式及 生活方式。在移动互联网的技术支持下，自媒体的传播的方式发生了巨大改变，新的 媒体形式应运而生。互联网技术是新型自媒体出现的基础，也是新型自媒体发展的基 本要素。基于移动互联网的自媒体作为新信息时代的产物，广泛地影响着人们的生活， 成为日常生活中受众信息获取、信息交换的重要手段。在移动互联网时代（4G/5G时 代），互联网自媒体承载着信息传播的使命，使人们对信息的交互和获取更加便捷， 越发不可替代。同时，互联网自媒体有着传统媒体所没有的独特性和优势，它对于社 会产生的影响与创造的价值不容忽视。但互联网自媒体的影响有利有弊，针对互联网 自媒体发展进程中所面临的困境，我们要采取举措、加以管制。 本文以互联网自媒体为研究对象，介绍互联网自媒体的发展历程、营销渠道，目 前互联网自媒体的存在问题主要在于大众接受移动互联网自媒体意识不足、缺乏专业 化的客户营销制度、监管措施以及营销模式单一。本文基于PSET方法的环境分析， 从政策、经济、社会以及技术环境开展互联网自媒体营销分析，基于五力模型对互联 网自媒体进行分析。应用STP进行互联网自媒体的营销策略分析，进行产品定位、品 牌推广策略、价格策略、传播渠道策略的分析。并从5G技术、人力资源、创新商业 模式三个方便为移动互联网自媒体营销提供一定的保障措施。 关键词：移动互联网自媒体营销策略 Abstract Abstract WiththeemergenceanddevelopmentofInternettechnology,mobileInternethas profoundlychangedpeople'swayofthinkingandlifestyle.Withthetechnicalsupportof mobileInternet,themodeofcommunicationofwemediahaschangedgreatly,andnew mediaformshaveemerged.Internettechnologyisthebasisoftheemergenceofnewwe media,andalsothebasicelementsofthedevelopmentofnewwemedia.Asaproductof thenewinformationage,wemediabasedonmobileInternethasawideinfluenceon people'slife,andhasbecomeanimportantmeansfortheaudiencetoobtainandexchange informationindailylife.InthemobileInternetEra(4G/5Gera),theInternetwemedia carriesthemissionofinformationdissemination,whichmakespeople'sinteractionand accesstoinformationmoreconvenientandirreplaceable.Atthesametime,theInternetwe mediahastheuniquenessandadvantagesthatthetraditionalmediadonothave.Itsimpact onthesocietyandthevalueofcreationcannotbeignored.However,theinfluenceofthe Internetwemediahasbothadvantagesanddisadvantages.Inviewofthedifficultiesfaced bytheInternetwemediainthedevelopmentprocess,weshouldtakemeasuresandcontrol them. TakingtheInternetwemediaastheresearchobject,thispaperintroducesthe developmentprocessandmarketingchannelsofInternetwemedia.Atpresent,theexisting problemsofInternetwemediamainlylieinthelackofpublicawarenessofaccepting mobileInternetwemedia,lackofprofessionalcustomermarketingsystem,regulatory measuresandsinglemarketingmode.Basedontheenvironmentanalysisofpsetmethod, thispaperanalyzestheInternetwemediamarketingfromthepolicy,economic,socialand technicalenvironment,andanalyzestheInternetwemediabasedonthefiveforcesmodel. STPisappliedtoanalyzethemarketingstrategyofInternetwemedia,includingproduct positioning,brandpromotionstrategy,pricestrategyandcommunicationchannelstrategy. Andfrom5Gtechnologyandregulations,humanresources,innovativebusinessmodel threeconvenientformobileInternetwemediamarketingtoprovidecertainsafeguard measures. Keywords:MobileInternetSelfmediaMarketingstrategy 目录 1 目录 摘要.........................................................................................................................III Abstract......................................................................................................................IV 第1章绪论............................................................................................................1 1.1选题背景及研究意义.....................................................................................1 1.1.1选题背景...............................................................................................1 1.1.2研究意义...............................................................................................1 1.2国内外研究现状.............................................................................................2 1.2.1国内研究现状.......................................................................................2 1.2.2国外研究现状.......................................................................................3 1.3研究主要内容及方法.....................................................................................4 1.3.1研究主要内容.......................................................................................4 1.3.2研究的主要方法...................................................................................5 第2章相关概念界定及理论基础............................................................................7 2.1相关概念界定...................................................................................................7 2.1.1移动互联网的定义...............................................................................7 2.1.2媒体的定义及分类...............................................................................7 2.1.3自媒体概念界定...................................................................................7 2.2理论基础.........................................................................................................8 2.2.14PS营销理论........................................................................................8 2.2.2STP营销理论........................................................................................9 2.2.3波特五力竞争理论...............................................................................9 2.3分析应用工具...............................................................................................10 2.3.1PEST分析法.......................................................................................10 2.3.2SWOT分析法......................................................................................11 第3章基于移动互联网的自媒体营销现状分析.................................................12 3.1基于移动互联网的自媒体营销现状...........................................................12 3.1.1移动互联网自媒体的发展历程.........................................................12 3.1.2移动互联网自媒体现有营销渠道.....................................................13 3.1.3移动互联网自媒体营销数据.............................................................13 3.2基于移动互联网的自媒体营销存在的问题...............................................14 目录 2 3.2.1大众完全接受移动互联网自媒体意识不足.....................................14 3.2.2缺乏专业化的客户营销分级制度.....................................................15 3.2.3缺乏专业化营销监管措施.................................................................15 3.2.4移动互联网自媒体营销模式单一化.................................................16 第4章基于移动互联网的自媒体营销环境分析.................................................17 4.1基于PSET方法的环境分析.......................................................................17 4.1.1政策环境分析.....................................................................................17 4.1.2经济环境分析.....................................................................................18 4.1.3社会文化环境分析.............................................................................19 4.1.4技术环境分析.....................................................................................20 4.2基于五力模型的竞争环境分析...................................................................21 4.2.1新进入者的威胁.................................................................................21 4.2.2同业竞争者的竞争程度.....................................................................22 4.2.3供应商的议价能力.............................................................................23 4.2.4购买者的议价能力.............................................................................23 4.2.5替代品的威胁.....................................................................................24 4.3移动互联网自媒体的SWOT分析.............................................................2