| Along with the popular of content marketing philosophy and the intensifying of traditional internet advertising blind-sight effect,in the industry of advertising,it is urgent to change in order to retain the customers' attention and work out the development dilemma.Against this background,native advertising emerged.Depending on the perfect fit in media environment,effective output of valuable information and heavy protection of user experience,native advertising has already attracted broad attention and the media both domestic and overseas are racing on it.Phoenix Net is the introducer of native advertising in China.Through the practical exploration for four years,Phoenix Net has formed unique native advertising idea and operation mode which has been successfully used in the cooperation with enterprises and created hundreds of native advertising cases with special ideas and remarkable effect.From the perspectives of advertising,basing on the relevant theory of communication and maketing,adopting literature research and case analysis method,this thesis sorts,analyzes and summarizes the content creation pattern and communication path of Phoenix Net native advertising.And on this basis,it generalizes a conclusion on the content characteristic and communication feature.Finally,in view of existence question and dilemma in native advertising operation of other media platforms,combining the successful experience of Phoenix Net,this thesis presents that domestic media should vary with different individuals,pay attention to emotional elements used in the advertising creative and enhance creativity of advertising content by continuous innovation on advertising methods.Meanwhile,by introducing Advertiser Keyword Bidirectional Matching Mechanism,creating independent content creation team and establishing the evaluation system to standardize the operation of native advertising in our platform and promote the healthy development of domestic native advertising. |
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