垂直媒体的活动营销模式研究——以《健康报》为例

随着广告和发行等传统营销手段日渐式微,垂直媒体纷纷转向活动营销这一新的竞争领域。解读活动营销在垂直媒体中的应用现状,探讨垂直媒体如何通过活动营销的方式实现发展,具有一定的应用价值。文章运用文献研究法和案例分析法,梳理了我国垂直媒体活动营销的内涵和特点,并结合《健康报》的具体实践总结行业媒体活动营销的运作规律和策略,以期能够为同类媒体开展工作提供理论依据和实战借鉴。整体来看,行业媒体必须深耕资源优势,坚持服务为王,统筹好内容生产和媒体运营一体化发展,在开展活动营销的全链条中持续向参与者及潜在参与者输出优质内容和服务,为行业中的各利益相关方赋能,才能实现价值正循环。

With the decline of traditional marketing methods such as advertising and distribution, vertical media have turned to the new competitive field of campaign marketing. Interpreting the application status of activity marketing in vertical media and discussing how vertical media can achieve development through activity marketing, it has certain application value. This article uses the literature research method and case analysis method to sort out the connotation and characteristics of vertical media activity marketing in China, and summarises the operation rules and strategies of industry media activity marketing in combination with the specific practice of Health News, in order to provide theoretical basis and practical reference for similar media to carry out their work. On the whole, industry media must deeply cultivate resource advantages, adhere to service as the king, coordinate the integrated development of content production and media operation, continue to export high-quality content and services to participants and potential participants in the whole chain of activity marketing, and empower all stakeholders in the industry, so as to realise a positive cycle of value.