發(fā)布時(shí)間：2018-01-01 14:44

  本文關(guān)鍵詞：從大粵網(wǎng)看報(bào)網(wǎng)融合之路　出處：《吉林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 報(bào)紙 媒體 融合 區(qū)域門(mén)戶網(wǎng)站 大粵網(wǎng)

【摘要】：從2005年開(kāi)始,我國(guó)報(bào)紙行業(yè)不僅廣告額減少,使其經(jīng)濟(jì)支撐出現(xiàn)困頓,而且在國(guó)家政策方面也一直未能得到強(qiáng)有力的支持,同時(shí),傳統(tǒng)媒體與網(wǎng)絡(luò)媒體的競(jìng)爭(zhēng)也顯示出劣勢(shì),報(bào)紙行業(yè)的發(fā)展形式不容樂(lè)觀。經(jīng)過(guò)業(yè)界與學(xué)術(shù)界的不斷探索,得出紙媒必須與網(wǎng)絡(luò)媒體進(jìn)行融合,實(shí)現(xiàn)全媒體整合,才能走出一條創(chuàng)新、成功之路。紙媒在與新媒體互相沖撞的同時(shí),也在進(jìn)行有機(jī)的結(jié)合,如今大多數(shù)報(bào)紙都采用與新媒體結(jié)合的方式來(lái)進(jìn)行改革,例如建立公眾平臺(tái)、開(kāi)發(fā)手機(jī)客戶端等等,這樣的方式能夠在更好的延續(xù)紙媒的生命力的同時(shí)對(duì)網(wǎng)絡(luò)媒體進(jìn)行變革及升級(jí)。騰訊根據(jù)這一趨勢(shì),建立了一系列的區(qū)域性門(mén)戶網(wǎng)站,例如大成網(wǎng)、大渝網(wǎng)、大粵網(wǎng)等等,這些區(qū)域門(mén)戶網(wǎng)站覆蓋面廣,內(nèi)容豐富,針對(duì)性強(qiáng),在不斷改革自身平臺(tái)的同時(shí),也與騰訊下的其他平臺(tái)進(jìn)行良好的互動(dòng)合作,實(shí)現(xiàn)了長(zhǎng)期共贏。大粵網(wǎng)是騰訊在一線城市創(chuàng)辦的第一家區(qū)域性網(wǎng)站,是騰訊網(wǎng)與南方報(bào)業(yè)集團(tuán)強(qiáng)強(qiáng)聯(lián)合的產(chǎn)物。大粵網(wǎng)是騰訊公司與南方報(bào)業(yè)傳媒集團(tuán)聯(lián)合打造的區(qū)域性門(mén)戶網(wǎng)站,內(nèi)容包含新聞、理財(cái)、房產(chǎn)、娛樂(lè)、汽車(chē)、美食、女性、旅游、數(shù)碼、Q友會(huì)、報(bào)料、微博廣東等12個(gè)頻道以及16個(gè)社區(qū)板塊,網(wǎng)站功能全面,為當(dāng)?shù)厝罕姷纳钐峁┝藰O大的便捷。大粵網(wǎng)在運(yùn)營(yíng)模式方面直接運(yùn)用騰訊多年積累的比較成熟的商業(yè)化、企業(yè)化的運(yùn)營(yíng)管理模式,同時(shí)借鑒大渝網(wǎng)等早期區(qū)域門(mén)戶網(wǎng)站的成功經(jīng)驗(yàn),打造屬于自己的運(yùn)營(yíng)、管理模式。而在營(yíng)銷(xiāo)模式上,大粵網(wǎng)也進(jìn)行了創(chuàng)新,將南方報(bào)業(yè)紙媒的媒介資源與騰訊互聯(lián)網(wǎng)媒介資源的形態(tài)特點(diǎn)進(jìn)行融合,使新生的區(qū)域性網(wǎng)站更加具有廣告價(jià)值,以確立獨(dú)特的市場(chǎng)競(jìng)爭(zhēng)力。在內(nèi)部的運(yùn)營(yíng)結(jié)構(gòu)上,大粵網(wǎng)創(chuàng)新扁平化管理結(jié)構(gòu),各個(gè)部門(mén)由各自總監(jiān)分別管理,總監(jiān)對(duì)于日常項(xiàng)目具有決策權(quán),直接對(duì)管理層負(fù)責(zé)。相較于傳統(tǒng)紙媒,網(wǎng)絡(luò)新聞在內(nèi)容廣泛程度、個(gè)性化模板、更新速度上都具有無(wú)法比擬的優(yōu)勢(shì),但在專(zhuān)業(yè)性、管理、信息源、獲利源等方面則需要進(jìn)一步的改革,大粵網(wǎng)在發(fā)展過(guò)程中也遇到了許多的問(wèn)題,經(jīng)過(guò)對(duì)其發(fā)展中弊端的分析,筆者認(rèn)為可以通過(guò)建立移動(dòng)客戶端、建立大數(shù)據(jù)庫(kù)、精準(zhǔn)投放等措施來(lái)進(jìn)一步進(jìn)行改革,以確保區(qū)域性的門(mén)戶網(wǎng)站今后朝著更加健康有利的方向發(fā)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.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G219.2

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