报业集团新闻客户端现状研究
发布时间：2018-07-16 15:00
【摘要】：2014年8月18日,中央审计通过了《关于推动传统媒体和新兴媒体融合发展的指导意见》,意见指出要通过推动传统媒体与新兴媒体的深度融合,打造一批新型主流媒体。2014年6月份后,我国涌现出一股报业集团集中办新闻客户端的风潮。这些报业集团新闻客户端不论是在覆盖范围上还是影响力上都远超以单份报纸为依托的报纸新闻客户端。目前报业集团客户端在战略定位上因地制宜、各有侧重,出现了对某一垂直领域开始进行深耕的现象;它们抛弃了以往新闻客户端栏目分类的形式,原创栏目与原创内容成为新宠;它们积极更新优化用户体验功能,推出了一些自有的特色功能;并开始采用符合市场运作规律的产品营销手段,重视社交平台的二次传播效果。但发展至今,这些报业集团新闻客户端存在的一些问题也慢慢显现:一、并未突破母体定位桎梏,战略定位落地不稳;二、内容整合度低,特色栏目王牌内容挖掘力不够,UGC内容产生率与使用率低,内容呈现形式不够多元;三、UI设计缺乏创新,用户体验功能开发水平良莠不齐;四、缺少符合新闻产品特质的营销手段,新闻产品营销后劲不足等问题。因此,若要成为新型媒体格局下的主流媒体,报业集团新闻客户端需要以“互联网+”的思维打造特色长尾产品,立足本土、明确目标群体;探究出更灵活的采编模式,打造内容生产的“中央厨房”,通过打造“一专多精”的人才队伍近一步发挥内容优势;积极采用符合新闻产品特质的营销手段,尝试新闻营销,同时报业集团要顺应互联网络传播移动化、社交化、视频化的趋势,积极运用大数据、云计算等新技术,打造出技术建设与内容建设并重,即遵循新闻传播规律又符合新兴媒体发展规律的新型主流媒体。
[Abstract]:On 18 August 2014, the Central Audit adopted the guidance on promoting the Integration of traditional and emerging Media, which states that it is necessary to promote the deep integration of traditional and emerging media, After June 2014, a wave of newspaper groups focused on news clients emerged in China. Both coverage and influence of the news clients of these newspaper groups are far superior to those of the newspaper news clients relying on a single newspaper. At present, the clients of the newspaper group have their own local conditions in strategic orientation and have their own emphases. They have begun to cultivate a certain vertical field, and they have abandoned the form of classifying the columns of the news client-side in the past. Original columns and original content become the new favorite; they actively update and optimize the user experience function, introduced some of their own features; and began to use the market operation law of product marketing means, pay attention to the secondary communication of social platform. However, up to now, some problems existing in the news clients of these newspaper groups have emerged slowly: first, they have not broken through the shackles of the mother-body positioning, and the strategic positioning has not landed stably; second, the content integration degree is low. Feature column trump card content mining power is not enough UGC content production rate and utilization rate is low, content presentation form is not enough diversity; three UI design lack of innovation, user experience function development level intermingled; fourth, Lack of marketing methods in line with the characteristics of news products, lack of marketing stamina of news products and so on. Therefore, in order to become the mainstream media under the new media pattern, the news clients of the newspaper group need to use the thinking of "Internet" to create the characteristic long-tailed products, to base themselves on the local land, to identify the target groups, and to explore a more flexible editing mode. To create a "central kitchen" for content production, to give full play to the advantages of content by creating a "specialized and multi-skilled" talent team; to actively adopt marketing methods that conform to the characteristics of news products, and to try news marketing, At the same time, newspaper groups should conform to the trend of mobile, social and video communication on the Internet, and actively use new technologies such as big data, cloud computing, etc., to create both technological construction and content construction. The new mainstream media follows the law of news communication and accords with the law of new media development.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7
，
本文编号：2126755
[Abstract]:On 18 August 2014, the Central Audit adopted the guidance on promoting the Integration of traditional and emerging Media, which states that it is necessary to promote the deep integration of traditional and emerging media, After June 2014, a wave of newspaper groups focused on news clients emerged in China. Both coverage and influence of the news clients of these newspaper groups are far superior to those of the newspaper news clients relying on a single newspaper. At present, the clients of the newspaper group have their own local conditions in strategic orientation and have their own emphases. They have begun to cultivate a certain vertical field, and they have abandoned the form of classifying the columns of the news client-side in the past. Original columns and original content become the new favorite; they actively update and optimize the user experience function, introduced some of their own features; and began to use the market operation law of product marketing means, pay attention to the secondary communication of social platform. However, up to now, some problems existing in the news clients of these newspaper groups have emerged slowly: first, they have not broken through the shackles of the mother-body positioning, and the strategic positioning has not landed stably; second, the content integration degree is low. Feature column trump card content mining power is not enough UGC content production rate and utilization rate is low, content presentation form is not enough diversity; three UI design lack of innovation, user experience function development level intermingled; fourth, Lack of marketing methods in line with the characteristics of news products, lack of marketing stamina of news products and so on. Therefore, in order to become the mainstream media under the new media pattern, the news clients of the newspaper group need to use the thinking of "Internet" to create the characteristic long-tailed products, to base themselves on the local land, to identify the target groups, and to explore a more flexible editing mode. To create a "central kitchen" for content production, to give full play to the advantages of content by creating a "specialized and multi-skilled" talent team; to actively adopt marketing methods that conform to the characteristics of news products, and to try news marketing, At the same time, newspaper groups should conform to the trend of mobile, social and video communication on the Internet, and actively use new technologies such as big data, cloud computing, etc., to create both technological construction and content construction. The new mainstream media follows the law of news communication and accords with the law of new media development.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7
，
本文编号：2126755
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2126755.html
