网易新闻客户端本地流量提升方案

发布时间：2018-01-08 20:27

本文关键词：网易新闻客户端本地流量提升方案　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联网时代,人们对信息的需求量剧增,对信息来源的选择也越来越多,各类移动新闻客户端的竞争非常激烈。网易新闻客户端在全国移动新闻客户端市场内排名居于前列,在竞争中处于相对优势地位,但对比腾讯新闻和今日头条仍存在较大差距。要在激烈的竞争中保持强大的生命力,取得进一步的发展,扩大本身的优势地位,就要在同质化倾向明显的竞争过程中注重挖掘自身的特色。本地化战略作为网易新闻客户端的一项重要策略,担负着在市场竞争中凸显自身特色,塑造客户端品牌的重任。提升网易新闻客户端的本地流量,既是为本地事业部的发展助力,也是在为整个网易新闻客户端的长足发展提供保障。本方案将采用文献调查、问卷调查法、数据统计法和个案研究法等研究方法,以网易新闻客户端本地新闻为设计对象,通过对中国新闻客户端市场状况的研究,与竞争产品的对比分析,对受众使用新闻客户端习惯的问卷调查,对网易新闻客户端的SWOT分析,以及对网易新闻客户端本地新闻流量数据的统计,从网易本地内部改进的角度,提出一系列关于数据优化、改善新闻质量、加强新闻时效性和拓宽流量入口的具体方案。期望能够以此来帮助各网易本地各地方站提高本站的运营水平,并使网易新闻客户端的本地流量整体有所提升。
[Abstract]:The mobile Internet era, people increase the demand for information, to the sources of information are more and more choice, all kinds of mobile news client is very competitive. The NetEase ranked in the forefront of the national news client mobile news client market, in the competition in the dominant position, but compared to Tencent news and headlines today there is still a wide gap to maintain a strong vitality in the fierce competition, to achieve further development, expand their dominant position, to focus on mining in the homogenization of the characteristics of their own obvious tendency in the process of competition. The localization strategy as an important strategy of NetEase news client, responsible for highlighting its own characteristics in the market competition, heavy responsibility of shaping the client of the brand. To enhance local traffic NetEase news client, is to help the development of local business, but also for the whole new NetEase Provide security development of the client. This scheme will be heard by literature survey, questionnaire survey, data statistics research method and case study method, the NetEase news client local news as the design object, through the research on the status of Chinese news client market, compared with competing products, the news client habits questionnaire the use of the audience, SWOT analysis of the NetEase news client, and statistics of the NetEase news client local news flow data, the improvement from the internal angle of local NetEase, puts forward a series of data optimization, improve the quality of the news, to strengthen the timeliness and the specific plan to broaden the entrance flow. Hope to help the local NetEase the local station improve the operation level, and the local traffic overall NetEase news client has improved.

【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

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