| IT network media is the product of media technology and network information technology in recent years. Its rise not only has brought new changes in competition pattern to the whole industry, while also business managers and theoretical research community have to face many new questions resulting from economic instability since the forth quarter 2008 financial crisis :How to recognize the influence of the macroeconomic changes in enterprises operation? How to risk-averse play to its advantages with limited capacity and resources? How to establish competitive advantage and services strategy through value chain system? How to achieve steady growth on the basis of an appropriate service and profit model for a long time?So, this article introduced the development of domestic and overseas including academic achievement in media, and also specified that it's necessary for IT media organization to adjust business strategy and establish core competencies under different marketing environment.Then, In order to find the key factors of strengths and weaknesses, opportunities and risks, this article described the macro-and micro-situation through Porter's value chain tools and SWOT model. With e-works as the IT network media companies's typical case , this paper detailed to build core competencies, business service strategy , and related business diversification ideas further to add . In the marketing strategy analysis, it focus on service marketing 7P theory, concluding the key marketing strategies of IT professional networks media. On the other hand, it's pay attention to the media content's specification, the media's marketing functions and marketing mix, the media's interactive and individualization, the media's horizontal alliances and government policy-oriented etc.Finally, a summary of the text are prospects. The article stressed the function of value chain for building strategic planning and service model, as well as other suggestion to realize the long-term stable and rapid development. |
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