How the media transforms the existing positioning and brand image

At several meetings, many entrepreneurs have raised the question that China's internet is now in a good position, and that several giants are occupying it. Where are the opportunities? Several giants: Tencent department, Baidu Department, Alibaba Department, Sina Department, firmly occupy the internet core. As the author of the previous blog "Chinese Internet Thieves" advocated, to Twitter's CEO to learn about the Internet product innovation to grasp. Similarly, several giants are also actively engaged in innovation, transformation. We from the media operating point of view, to Tencent, Sina representative of the network media is also in the positive transformation. Among them Tencent has been from the young, low consumption power of the media image to high-end, fashion, business transformation. Sina actively create micro-blog, blog and other new applications, from the previous pure business to take into account the young, dynamic media transformation.

The core interests of media operations are: the marketing of media, commercial value of the mining out to the enterprise, but also to take into account the experience of netizens. From the strategic point of view of media operations, we need to focus on media positioning, media brand image, the future media value mining. Next I will be from BMW-Tencent Expo Network volunteers relay activities to analyze Tencent and high-end brand docking ideas.

1. Occasion: Expo is the 2010 Hot topic, Tencent is the World Expo's only senior Internet sponsor, which will greatly promote the Tencent network to responsible, high-end, business media closer. Although the BMW-Tencent Expo Network volunteer relay activities and Tencent 2008 Olympic torch relay is the same, but the choice of partners is a BMW rather than the previous Coca-Cola. The integration of the World Expo Volunteers of the public welfare and high-end brand of BMW image, Tencent Media positioning, the formation of the three-win situation.

2. Business value: The commercial value of the media not only from the media access, user participation, but also from the point of view of the value of the enterprise. The foothold of media business is commercial value. From BMW's point of view, the focus of the partnership with Tencent is business value, taking into account social responsibility. BMW can occasion Expo, through the carrier of Tencent spread out. We can see that BMW has a fairly large advertising display in the event. For example, the head has a BMW logo, and the World Expo, Tencent icon tied. The homepage also has the following advertisement picture: BMW will its green marketing, the Commonweal marketing implant activity platform. From the aspect of input-output ratio, BMW's ROI is guaranteed.

3. Co-win cooperation: Traditional media agree to meet the needs of change, such as newspapers, television. Hunan Satellite TV positioning in the entertainment and fashion Taiwan, Jiangsu TV positioning in the emotional, entertainment keynote; Zhejiang TV positioning China Blue, singing, entertainment routes, Anhui TV to go TV drama style, Chongqing TV star Red Classics. These media will position the theory of application in the very place, through the external gimmick, back to the real, or the commercial value of the media, the sustainable development of the media. To this end we see Tencent in the business, high-end media transformation of the full Union newspaper magazine. such as Beijing Evening News, Oriental Morning Post, Yangzi Evening News, Qianjiang Evening News, Southern Television news, etc. On the contrary, the traditional media through the cooperation with Tencent, to actively transform. For example, in Hangzhou newspaper and network Community 19 floor joint activities, the final newspaper media value is strengthened, the authority of the network media, commercial value has been promoted. This kind of media alliance case, we should savor.

Summary: Whether it is the traditional media, or network media, other emerging media, enterprises value their marketing value, commercial value, media operators need to open up ideas, the value of their own media. The orientation and image of media are not invariable, but the transformation of media is a great challenge.