新闻资讯App的“异军”突围：《知乎日报》发展策略研究

发布时间：2017-12-28 21:20

本文关键词：新闻资讯App的“异军”突围：《知乎日报》发展策略研究　出处：《西南大学》2016年硕士论文　论文类型：学位论文

【摘要】：移动互联网时代,新闻和资讯的传播平台发生了重大改变。2010年之后,智能手机等新型移动终端逐渐普及,随之诞生的App(移动应用程序)为新闻资讯带来了新的载体。新环境下,受众的阅读习惯、阅读兴趣和阅读需求日新月异,目前一些传统的新闻资讯App已经无法满足受众的个性化需求;受众的自身角色也在慢慢发生转变,逐渐成为媒体内容的重要生产主体。本篇论文以近两年新闻资讯App中突围的“异军”——《知乎日报》为研究对象,选择“用户生产内容”的独特视角,探究其相比其他新闻资讯App,拥有更长的人均阅读时间、能够在短时间获得大量忠实用户的原因,希冀能够为国内新闻资讯App的发展提供一条可以借鉴的新路径。本篇论文一开始对国内新闻资讯App的发展状况进行了详细的梳理,认为目前国内新闻资讯App的发展状况有以下三个特点:高速成长,规模庞大覆盖面广;种类繁多,发展水平不均衡;竞争激烈,同质化现象凸显,为之后《知乎日报》的发展策略研究奠定背景依据。接着,本篇论文对《知乎日报》App和它依托的母体——知乎社区进行了简单介绍,分析得出《知乎日报》产生的动因:首先,互联网时代“认知盈余”的现象是《知乎日报》得以产生的重要保障;再次,信息过剩的今天,受众需求从获取大量信息转变为基于海量信息的权威整合,而《知乎日报》正好适应了受众的这一需求;再次,基于兴趣和社交的“社会化阅读”也催生了《知乎日报》这样提供个性化阅读内容的新闻资讯产品的诞生。随后,从“内容策略”“编辑策略”“推广策略”三个方面,对《知乎日报》的发展策略进行了剖析。内容策略方面,来自知乎社区用户创造问答内容、专业和权威的精英用户主导内容、以民主投票评选的方式激励用户生产优质内容的策略,使《知乎日报》形成了一种全然不同于传统新闻资讯App的信源采集心态,凭借源源不断的优质内容在竞争激烈的新闻资讯App市场中屹立不败。编辑策略是全文的重点部分,首先,编辑对高关注度的社区话题进行精选推荐,与用户进行“双重把关”;其次,编辑重视用户的需求,以用户为导向,进行个性化推荐;再次,《知乎日报》编辑的“美容师”职能被弱化,保证受众能有原汁原味的阅读体验;最后,重视所挑选文章的价值属性,编辑力求以最专业、权威的态度打造《知乎日报》的内容。推广策略方面,主要分析了知乎品牌建设与矩阵“互哺”的推广策略。首先,《知乎日报》和知乎社区之间通过技术相互连接,能够互相从对方平台获得用户;其次,它们基于话题,共同依靠各种社会化媒体进行推广;最后,还通过出版品牌书籍,举办线上线下活动进行推广。本文认为,在用户体验和用户需求至上的今天,在碎片化、个性化的新媒体环境下,新闻资讯App也需要顺应时代环境的发展和变化,积极拓展内容来源渠道,尝试采用个性化编排方式,革新推广传播理念,创新盈利模式。《知乎日报》充分利用了知乎社区的高质量免费资源,形成了App依托社区、App与社区“互哺”的创新发展方式,为其他新闻资讯App提供了一条可供借鉴的发展道路。
[Abstract]:In the age of mobile Internet, great changes have taken place in the communication platform of news and information. After 2010, new mobile terminals, such as smart phones, were gradually popularized, and the App (mobile application) brought new carriers for news information. Under the new environment, the audience's reading habits, reading interest and demand change rapidly, some traditional news App has been unable to meet the personalized needs of the audience; the audience's own role is slowly changing, the main production has gradually become the important media content. This paper through nearly two years of news and information in the App "differentarmed" -- "know almost daily" as the research object, select the unique perspective of "user generated content", explore its compared to other news App, with longer per capita reading time, can obtain the reason of large amount of loyal users in a short time, a the new path can be a reference for the development of hope for the domestic news App. This paper first gives a detailed review on the development condition of the domestic news App, that currently has the following three characteristics of development status of domestic App news: high growth, huge variety, wide coverage; unbalanced development; competition, highlighting the phenomenon of homogenization, after "established background knowledge according to the research on the development strategy of daily". Then, this article on "App" to know almost daily and it relies on the parent knows the community were introduced, motivation analysis "know almost daily" have: first, the age of the Internet "cognitive surplus" phenomenon "is an important guarantee to know almost daily" was produced; again, information overload today, the audience needs to get a lot of information from the authority into the integration of the mass information based on the "know almost daily" just to adapt to the needs of the audience; thirdly, based on the social interest and the "social reading" also spawned "know almost daily" so as to provide personalized news information and read the contents of the product was born. Then, from three aspects of "content strategy", "editing strategy" and "promotion strategy", the development strategy of "Zhi Yu daily" was analyzed. The content of strategy, from the known community users create quiz content, professional and authoritative content, leading to the Democratic elite users voted way to motivate users to the production of high quality content strategy, to "know almost daily" to form a source collection mentality is totally different from the traditional App news, with quality content in Everfount the fierce competition in the App market news stand undefeated. Editing strategy is the key part, first, edit selection recommendation on the high degree of concern of the community topic, "double check" with the user; secondly, editors pay attention to the needs of users, user oriented, personalized recommendation; thirdly, "know almost daily" editorial "beautician" function was weakened. The audience can guarantee the original reading experience; finally, the value of the selected attribute value, edit to the most professional and authoritative attitude to create "know almost daily" content. The promotion strategy, the main analysis of the knowledge on brand building and matrix "feed each other" promotion strategy. First of all, the "Daily" and know almost knows the community connected to each other through technology, users can get each other from the platform; secondly, they are based on a common topic, rely on a variety of social media promotion; finally, through publishing brand books, held online and offline promotion activities. This paper argues that, in the user experience and user needs first today, in the fragmented, personalized new media environment, App news also need to comply with the time development and environmental changes, and actively expand the content sources, try to use personalized layout, innovation ideas, innovative profit model. "Know almost daily" make full use of the knowledge resources of high quality free between the community, the development of innovative ways to form App App, relying on the community and community "mutual benefit", provides a reference for the development of the way for other news App.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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