| Throughout the development of the current several big commercial portals in the 1990 s these Internet businesses to start up to now has experienced great changes of the network age,in such an environment,these with the advantage of natural capital and the development of the Internet company met the bottleneck,and the best method is to adapt to the current social environment,actively implement the transformation,and integrate their brand resources,further development of the power of its own in the direction of the brand building,brand cultivation in this case is showed with commercial portals high compatibility.This paper firstly sorted out researchers' researches on Netease,Sansan from NetEase and sub-brand cultivation,and found that there was still a large space for research.Therefore,starting from Netease news' sub-brand Sansan from NetEase,the sub-brand cultivation strategy of commercial portal websites was studied.This paper first defines the concept of commercial portal and sub-brand cultivation,and points out the necessity of sub-brand cultivation from three aspects of commercial portal,which are: the need of transformation,the need of profit and the need of brand personalized construction.Next,from the perspective of the parent brand,Netease news analyzes Sansan from NetEase's sub-brand cultivation ideas.On the basis of clarifying the relationship between the two,the channel cultivation and content cultivation of subbrands are explored in depth.Then,from the perspective of sub-brands,through several cases of Sansan from NetEase,such as "xijing dormitory" and "loss tea" pop-up store,the method of Sansan from NetEase's application in sub-brand characteristics building,and the effect of Sansan from NetEase's feedback on Netease news through this series of behaviors are obtained.In the end,the paper summarizes some inspirations and problems that Netease news has gained when cultivating sub-brands,hoping to be helpful to the development of commercial portals in the future. |
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