从大粤网看报网融合之路

发布时间：2018-01-01 14:44

本文关键词：从大粤网看报网融合之路　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：从2005年开始,我国报纸行业不仅广告额减少,使其经济支撑出现困顿,而且在国家政策方面也一直未能得到强有力的支持,同时,传统媒体与网络媒体的竞争也显示出劣势,报纸行业的发展形式不容乐观。经过业界与学术界的不断探索,得出纸媒必须与网络媒体进行融合,实现全媒体整合,才能走出一条创新、成功之路。纸媒在与新媒体互相冲撞的同时,也在进行有机的结合,如今大多数报纸都采用与新媒体结合的方式来进行改革,例如建立公众平台、开发手机客户端等等,这样的方式能够在更好的延续纸媒的生命力的同时对网络媒体进行变革及升级。腾讯根据这一趋势,建立了一系列的区域性门户网站,例如大成网、大渝网、大粤网等等,这些区域门户网站覆盖面广,内容丰富,针对性强,在不断改革自身平台的同时,也与腾讯下的其他平台进行良好的互动合作,实现了长期共赢。大粤网是腾讯在一线城市创办的第一家区域性网站,是腾讯网与南方报业集团强强联合的产物。大粤网是腾讯公司与南方报业传媒集团联合打造的区域性门户网站,内容包含新闻、理财、房产、娱乐、汽车、美食、女性、旅游、数码、Q友会、报料、微博广东等12个频道以及16个社区板块,网站功能全面,为当地群众的生活提供了极大的便捷。大粤网在运营模式方面直接运用腾讯多年积累的比较成熟的商业化、企业化的运营管理模式,同时借鉴大渝网等早期区域门户网站的成功经验,打造属于自己的运营、管理模式。而在营销模式上,大粤网也进行了创新,将南方报业纸媒的媒介资源与腾讯互联网媒介资源的形态特点进行融合,使新生的区域性网站更加具有广告价值,以确立独特的市场竞争力。在内部的运营结构上,大粤网创新扁平化管理结构,各个部门由各自总监分别管理,总监对于日常项目具有决策权,直接对管理层负责。相较于传统纸媒,网络新闻在内容广泛程度、个性化模板、更新速度上都具有无法比拟的优势,但在专业性、管理、信息源、获利源等方面则需要进一步的改革,大粤网在发展过程中也遇到了许多的问题,经过对其发展中弊端的分析,笔者认为可以通过建立移动客户端、建立大数据库、精准投放等措施来进一步进行改革,以确保区域性的门户网站今后朝着更加健康有利的方向发展。
[Abstract]:From the beginning of 2005, China's newspaper industry not only to reduce the amount of advertising, the economic support of hardship, but also in the national policy has not been able to get strong support, at the same time, the traditional media and network media competition also shows the disadvantages, development form of the newspaper industry is not optimistic. Through continuous exploration industry and academia it must be, print and online media integration, to achieve full media integration, to embark on a new road to success. In the paper, collide with each other and new media at the same time, also in the organic union, now most newspapers are combined with the use of new media to carry out reform, such as the establishment of the public platform, development mobile phone client and so on, this way can continue to print better vitality and change and upgrade of the network media Tencent. According to this trend, the establishment of a series of Regional portal, such as network, Chongqing net, Guangdong Net and so on, these regional portal wide coverage, rich content, strong pertinence, in the reform of their own platform at the same time, also for interactive cooperation with other Tencent under the platform to achieve a long-term win-win, is the first big Guangdong network. Regional Tencent founded in first-tier cities, is Tencent.com and Southern Newspaper Group combination product. Guangdong Net is a Tencent Inc and Southern Newspaper Media Group to create a joint regional portal website, including news, finance, real estate, entertainment, automotive, delicacy, female, tourism, digital, Q friends will, rebellion, Guangdong micro-blog and other 12 channels and 16 community sector, website comprehensive functions, for the local people's life provides a great convenience. Guangdong Net in the operating mode of the direct use of Tencent accumulated over the years of mature commercialization And enterprise operation management mode, at the same time, learn from the successful experience of Chongqing net early regional portal, to create their own operation and management mode. In the marketing model, Guangdong network was also innovation, morphological characteristics of the medium resources and Tencent Internet media resources of the Southern Newspaper Media fusion, the the regional new website has more advertising value, to establish a unique market competitiveness. In the internal operating structure, big Guangdong Network Innovation flat management structure, various departments by the respective director of management, director of the decision-making for the daily project, responsible for the management directly. Compared with the traditional media, the network news widely in the content, personalized template, update speed have the incomparable advantages, but in the professional, management, information source, profit source and so on is the need to reform further, Guangdong Net in The exhibition also encountered many problems, after analyzing the problems in its development, the author thinks that can be set up through the mobile client, establish database, accurate delivery and other measures to further reform, to ensure that the regional portal in the future towards a more healthy direction.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2

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