Research On Operation Strategy Of Xiaomi Information Stream Advertisement

Social media is just the need of the entire human society.In recent years,the development of information flow advertising has ushered in a brand-new change.Information flow advertising represented by Tencent Guangdiantong and Toutiao pangolin is rising strongly.Advertising has become a commercial and A commodity attribute in the context of big data technology.How do advertisers,users,and platforms weigh their respective needs?Only by taking "a half step ahead" in organizational structure,operating models,and product value leadership can we avoid problems with information flow advertising.With the development of the mobile Internet era,the development of social media has also brought changes to people's lifestyles and behaviors.From the early paper advertisements,telephone advertisements,direct TV advertisements,and nowadays Internet advertisements are constantly developing.Advertisement forms are emerging one after another,and thus information flow advertisements arise at the historic moment.In the wave of fragmentation of the Internet,we have experienced Twitter,Facebook,Buzzfeed represented by foreign countries,mainly WeChat friends circle,Tencent Guangdiantong,and Byte Dance today's headlines.The information flow is beginning to be marketized and commercialized,and the information flow has become an emerging style in which people in modern society use fragmented time to browse content.Information flow advertising uses user portraits to accurately target audiences.The difference between traditional advertising and information flow advertising is that users have no difference in visual and experience browsing content,and have a native experience effect.As a result,the information flow advertising industry has developed rapidly,which in turn has brought about innovations in operating models and delivery strategies.How to promote the existence of information flow advertisements under the established pattern of the Internet,and how to highlight the true meaning of information flow advertisements in the fragmented and scene-oriented era occupying the dominant position of users are the source of thinking about this topic.Structurally,in the first chapter,this article discusses the research background,research review and methods,research purpose and significance,and related research at home and abroad.The second chapter defines the basic concepts,discusses the relevant definitions of Internet advertising,native advertising and information flow advertising,studies the origin and development of information flow advertising,and then discusses the propagation characteristics of information flow advertising.The third chapter focuses on the development of the operating model of Xiaomi's information flow advertising.By analyzing the media resources of Xiaomi's information flow advertising,it analyzes the targeting mode and monetization mode of the information flow advertising.In Chapter 4,based on the media attributes of Xiaomi's information flow advertising,four operational strategies are developed,including creating accurate user portraits at the data level;integrating media resources at the interactive level,a combination of search and information flow strategies;and integrating at the creative level Personalized and programmatic creative theories enhance product value;at the marketing level,open the marketing path of information flow advertising based on integrated marketing theories.The fifth chapter reveals the practical problems in the operation of Xiaomi information stream advertising and proposes solutions.Finally,the chapter concludes and reflects on the entire study.