Research On Qilu One Point’s Brand Development Strategy

The rise of the Internet industry has fundamentally changed the traditional media industry.In the tide of mobile Internet.In China,traditional media are being hit by the Internet.The news client of local media are staring to appear,showing a sparking trend throughout the country.At the same time,there are many news clients in the market,such as news APP represented by portal website,such as Netease News,People’s Daily,etc.,plus news aggregation APP with technology as the core,which has entered the market one after another and achieved good results.Faced with this situation,local new media clients must follow the trend,break through bottlenecks,innovate constantly and find a suitable path for the development of local new media clients.Among them,Qilu Evening News,the most influential metropolitan newspaper in Shandong Province launched a news client,.QiLuYiDian.With the slogan of "Knowing Shandong best",it devoted itself to being the first new media platform in Shandong Province,and became the focus on the attention of the industry and the audience.As a new media of traditional paper media,what is its development background? what kind of media environment is QiLuYiDian in? How does it relate to the mother newspaper? What are the opportunities and challenges facing the intermediary environment? How should it build its own brand development strategy?These questions are the important contents of the inquiry.This paper uses the methods of literature research,questionnaire survey,case analysis and interview to analyze the development status of QiLuYiDian news client.In terms of users,QiLuYiDian cultivates local users in Shandong Province,with a cumulative download of 16 million,and has many users.In terms of plate channel,QiLuYiDian has opened 33 plates,and vigorously develops "intelligence".Stations,circles and other columns are more meticulous and in place than other similar clients,but the development has not yet got rid of homogeneity;in news production,a form of "QiLuYiDian is faster,Qilu Evening News is deeper" has been formed,so that the traditional paper media and new media clients can complement each other.According to the questionnaire,the dissemination characteristics of QiLuYiDian are furtheranalyzed,which can be summarized as follows: news content aggregation,communication mode interaction,information service localization,multi-in-one integration,traditional media extension.The thesis is mainly composed of seven parts.The specific research contents of each part are as follows:The introduction part mainly discusses the research background and significance,research status at home and abroad,research content and innovation points of the paper.This paper mainly expounds that under the background of the development of new media,various new media clients have developed rapidly and received the attention and favor of many users.This paper makes a brief review of the development process of QiLuYiDian,and then draws out the importance of QiLuYiDian in building its own brand,forming an outline understanding of the foundation and process of QiLuYiDian brand building.The second part of the paper defines the concept and theoretical basis,mainly defines the mobile phone news client and media brand,and finds the domestic and foreign research theories suitable for this article.The theoretical basis of the article is the research on Integrated Marketing Communication,brand positioning and the development of Period theory and SWOT analysis.The third part of the paper is the development status of QiLuYiDian.As one of the focuses of this paper,the paper analyzes the background of Qilu Point One from three different angles: QiLuYiDian is the important path for mass newspaper group to carry out media integration and transformation development,the main carrier for Qilu Evening News to carry out brand extension and value chain reconstruction,and the important starting point for local mainstream media to enhance intrapersonal communication’s power.And further from Qilu point content plate,news production process and organizational structure and editorial staff and other different dimensions of the analysis of QiLuYiDian development process and the present situation.The fourth part of the paper is the analysis and dissemination characteristics of Qilu One-Point users.The paper investigates the cognition,usage and attitude of QiLuYiDian users through a questionnaire survey.Based on the analysis of the survey results,the paper concludes the dissemination characteristics of QiLuYiDian news,such as aggregation of news content,interaction of dissemination methods,localization of information services,integration of multiple aspects and extension of traditional media.In the fifth part of the paper,the SWOT analysis and brand positioning analysis of QiLuYiDian have deeply studied the Strength,Weakness,Opportunity and Threat of QiLuYiDian.The main conclusions can be summarized as follows: 1.abundant content resources;2.local advantages of local new media;Disadvantages: 1.Lack of local media talents 2.The content production and dissemination are random and homogeneous 3.The width of news section combination is less than 4.The parent newspaper brands are not fully superimposed and lack brand stickiness.Opportunities:1.Technological innovation and development provide support for the development of new media 2.The government and other relevant departments attach importance to the development of media convergence.Threats: 1.Limited local media resources,low level of big data and intelligence 2.Lack of awareness of news copyright and frequent copyright disputes.The paper also explains the positioning of QiLuYiDian with SWOT theory,and obtains QiLuYiDian to seize opportunities and highlight advantages from four angles: advantages+opportunities,disadvantages+opportunities,advantages+threats,disadvantages+threats.Take advantage of opportunities to reduce disadvantages;Learning from each other’s strong points and overcoming difficulties;The four orientations of timely monitoring and avoiding threats.The sixth part of the paper is QiLuYiDian development strategy in stages.The paper analyzes it from the perspective of three or four chapters,and gives QiLuYiDian development strategy in four periods,namely,the introduction period,the development period,the maturity period and the recession period,using the theories of integrated marketing and stage strategy.The seventh part of the paper is the research summary,which mainly summarizes the research results of the paper,explains the shortcomings of the research and makes a prospect for the following research.To evaluate the research as a whole,to guide the follow-up research and to point out the next research direction.