大粤网运营模式研究

发布时间：2018-01-09 00:11

本文关键词：大粤网运营模式研究　出处：《暨南大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的进步，互联网呈现出由大众传播向分众传播的趋势，区域化明显。面对区域互联迅猛发展，本文选取了广东地区的门户网之一大粤网为研究对象，探讨了网站的运营模式。以往的区域门户研究中，学者多从网站的现状、趋势、问题、对策、报网融合、盈利模式等角度并在新闻学、传播学等理论框架下进行探讨，视角相对单一。本文突破了原有的研究视角，从经济学中的运营管理与价值链理论切入，对大粤网运营进行了研究。文章分析了大粤网在用户、品牌、产品、市场等活动环节的运作，并在价值链理论的基础上分析了网站的优势与问题。研究发现，用户是网站的基础，品牌关系网站的形象塑造，产品影响平台的构建和黏性，市场决定流量的价值变现。四个环节联系紧密，互为价值链上下游。腾讯和南方报业两者的结合使大粤网具备了一定的成本和差异化（内容、市场、用户、渠道等）优势，6300万的QQ用户基数给大粤网提供了庞大的用户基础，是大粤网与竞争者之间最大的差异优势。移动互联和电子商务的兴起，给区域门户的发展带来了威胁。大粤网需要利用价值链挖掘自身优势，，在竞争中提高运营能效。综合而看，本文为大粤模式的发展提供了建议，也为区域门户网的运营战略制定提供了参考价值。
[Abstract]:With the progress of information technology, the Internet presents from mass communication to the public dissemination of the trend of regionalization is obvious. Facing the rapid development of interconnected, this paper selects one of the portals in Guangdong Guangdong Net as the research object, discusses the operation mode of the web site. Previous studies of portal area, many scholars from the website the current situation, trends, problems, countermeasures, newspapers and network integration, profit model and perspective in journalism, communication science and other theoretical framework are discussed, from the perspective of relatively simple. This paper breaks the original research perspective, operation management and value chain theory from the perspective of economics, the big Guangdong network operators are studied. This paper analyzes the big Guangdong network users, brand, product, market and other activities link operation, and analyzes the advantages and problems of the website based on the theory of value chain.
The study found that the user is the basis of site, brand relationship website image, construction and effect of viscous products platform, the market determines the realization flow value. These four aspects are closely linked, for each value chain. Both Tencent and the southern newspaper Guangdong net cost and some differences in the preparation of (the market, users, content, channels and other advantages, QQ user base 63 million) provides a huge user base to Guangdong, Guangdong Net is between the competitors and the biggest difference advantage. The rise of the mobile Internet and e-commerce, poses a threat to the development of regional portal. Big Guangdong network need to use the value chain for mining its advantages, improve operational efficiency in the competition. And, to provide suggestions for the development of large Guangdong mode, but also provides a reference value for the regional portal network operation strategy.

【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;G206

【参考文献】