【摘要】：2014年8月18日,中央審計(jì)通過了《關(guān)于推動傳統(tǒng)媒體和新興媒體融合發(fā)展的指導(dǎo)意見》,意見指出要通過推動傳統(tǒng)媒體與新興媒體的深度融合,打造一批新型主流媒體。2014年6月份后,我國涌現(xiàn)出一股報業(yè)集團(tuán)集中辦新聞客戶端的風(fēng)潮。這些報業(yè)集團(tuán)新聞客戶端不論是在覆蓋范圍上還是影響力上都遠(yuǎn)超以單份報紙為依托的報紙新聞客戶端。目前報業(yè)集團(tuán)客戶端在戰(zhàn)略定位上因地制宜、各有側(cè)重,出現(xiàn)了對某一垂直領(lǐng)域開始進(jìn)行深耕的現(xiàn)象;它們拋棄了以往新聞客戶端欄目分類的形式,原創(chuàng)欄目與原創(chuàng)內(nèi)容成為新寵;它們積極更新優(yōu)化用戶體驗(yàn)功能,推出了一些自有的特色功能;并開始采用符合市場運(yùn)作規(guī)律的產(chǎn)品營銷手段,重視社交平臺的二次傳播效果。但發(fā)展至今,這些報業(yè)集團(tuán)新聞客戶端存在的一些問題也慢慢顯現(xiàn):一、并未突破母體定位桎梏,戰(zhàn)略定位落地不穩(wěn);二、內(nèi)容整合度低,特色欄目王牌內(nèi)容挖掘力不夠,UGC內(nèi)容產(chǎn)生率與使用率低,內(nèi)容呈現(xiàn)形式不夠多元;三、UI設(shè)計(jì)缺乏創(chuàng)新,用戶體驗(yàn)功能開發(fā)水平良莠不齊;四、缺少符合新聞產(chǎn)品特質(zhì)的營銷手段,新聞產(chǎn)品營銷后勁不足等問題。因此,若要成為新型媒體格局下的主流媒體,報業(yè)集團(tuán)新聞客戶端需要以“互聯(lián)網(wǎng)+”的思維打造特色長尾產(chǎn)品,立足本土、明確目標(biāo)群體;探究出更靈活的采編模式,打造內(nèi)容生產(chǎn)的“中央廚房”,通過打造“一專多精”的人才隊(duì)伍近一步發(fā)揮內(nèi)容優(yōu)勢;積極采用符合新聞產(chǎn)品特質(zhì)的營銷手段,嘗試新聞營銷,同時報業(yè)集團(tuán)要順應(yīng)互聯(lián)網(wǎng)絡(luò)傳播移動化、社交化、視頻化的趨勢,積極運(yùn)用大數(shù)據(jù)、云計(jì)算等新技術(shù),打造出技術(shù)建設(shè)與內(nèi)容建設(shè)并重,即遵循新聞傳播規(guī)律又符合新興媒體發(fā)展規(guī)律的新型主流媒體。
[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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G210.7
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本文編號：2126755