Phoenix brand marketing strategy behind the new domain name

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The cup 08-09-year and the Seventh China Outstanding Marketing Award Competition recently held in Beijing, Phoenix Finance carried out the full report. The following is the address of Rodes, director of Phoenix New media market and PR of China Business-to-business Research Center:

Rodes: Good afternoon, thank you very much for the economic observer and the judges teacher gave us this opportunity to introduce the new Phoenix media. The first story about Phoenix New media past life, the second is our case, the third is a number of phased results.

Phoenix was established in June 98, the Phoenix Group Diversified media layout, then is the official website of Phoenix Satellite TV, to June 06, China Mobile shares the Phoenix satellite TV group, Phoenix Group is determined to change the Phoenix to create new Media layout transformation.

At this point, all white-collar workers, the internet and mobile phone users also include college students. Created a cross media model of ship models, later found that there is a problem, the domain name is not in line with the pronunciation rules, as the site, the domain name equivalent to the number of house, do the first action is to change the domain name to the audience can accept the memory, recruited more than 1000 domain names, probably selected several domain names, set to the ifeng.com This is our Ifeng! This is the time when the domain name was released, why choose this Ifeng domain name, from the promotion into my Phoenix, the Internet Phoenix, Love Phoenix, this is the concept of convenient memory.

Phoenix New Media in 06 after the launch of the media, the initiative of the platform, our company also has its own 16-word policy, Chinese feelings, global vision, compatible with open, progressive force. Now our core business is based on Phoenix, Phoenix two big platforms one is wired, one is wireless, also has the network consultation, the video and the wireless internet's three big business, the audience survey is the 09 originally announces the data, is currently in the news vertical portal access quantity first, the comprehensive portal traffic three, the month covers 66 million, Household income 10020, daily PV1.5 billion, high-end mobile phone daily average of 4 million users.

In addition is our marketing case strategy, for we are the media transformation of the Internet site, we also according to their own characteristics and industry model, we have a marketing packaging and strategy formulation:

The first focus on marketing, we belong to the three high people, including family income, jobs, education, the crowd more high-end, from this point can be differentiated from the comprehensive categories of portals, including Sina, NetEase, Sohu, Yahoo, and so on, these several sites may be in the flow and coverage of all of us larger than But this is the core of our differentiated competitive advantage is the division of the public. The second event marketing, which is the media's core advantage, but also from the media coverage of the Phoenix special right space for the event marketing, such as Ma Ying-jeou's question, Obama's election and so on, we have been marketing for these events.

The second is the activities of marketing, on the one hand, foreign cooperation, including the media, social public welfare activities.

The third is our own initiative.

The Forth is the channel cooperation, the channel cooperates many, according to Baidu, the navigation website user platform These channels cooperates, provides the best brand contact point, including with the media cooperation also, compares with the audience to match the media we will carry on the massive content and the advertisement cooperation. The last is a cross platform of the combination of communication, Phoenix Group is a cross-platform media group, there are weekly, urban media, radio, television, new media, including mobile phone in the field of cross transmission, but also a marketing model. There is a high degree of integration with the brand, such as with IBM and other customers for marketing communication mode. The seventh is database and mail marketing, our audience is very valuable, around the audience to carry out the message marketing Word-of-mouth spread.

Separate talk about the audience, target hands are three high crowd. The radiant man is a college crowd. This is the former prime minister of France, Raffarin, who is here to open a blog, including James Soong for the inscription. 08 through the event, the combination of a very important feature report, from the content organization including reporting angle we adopted a differentiated competition model, 08 years a year report, the audience climbed, 08 at the end of the year from the beginning of tens of millions of PV climbed to 100,000,005 PV. From the media responsibility This degree also did the large-scale craft activity, including own media responsibility's initiation, last year in Tiananmen Square has made a "China to hold", has obtained many media reports. At the same time the forum launched a Netizen donation, in Sichuan Liangshan donated love Primary school. This is the 08 for event marketing should do the plane work, this is landing activities. Of course, we also have some innovative behavior, including Word-of-mouth communication work, such as we are a copyrighted Internet video site, because our video is as the core business promotion, at present, many video sites will take the behavior of piracy, we curb is not stop, can only take the mode of Word-of-mouth transmission. We are the first language network interactive program, each week to play a period, the outcome of the process is a netizen discussion.

Finally talk about the results, now become one of the five major Chinese portals, is the only segment high-end audience of the comprehensive category of portal, news class portal ranked first, this is the result of recent years of development. Thank you!