本文關(guān)鍵詞：網(wǎng)易新聞客戶端本地流量提升方案　出處：《浙江大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：移動(dòng)互聯(lián)網(wǎng)時(shí)代,人們對(duì)信息的需求量劇增,對(duì)信息來(lái)源的選擇也越來(lái)越多,各類移動(dòng)新聞客戶端的競(jìng)爭(zhēng)非常激烈。網(wǎng)易新聞客戶端在全國(guó)移動(dòng)新聞客戶端市場(chǎng)內(nèi)排名居于前列,在競(jìng)爭(zhēng)中處于相對(duì)優(yōu)勢(shì)地位,但對(duì)比騰訊新聞和今日頭條仍存在較大差距。要在激烈的競(jìng)爭(zhēng)中保持強(qiáng)大的生命力,取得進(jìn)一步的發(fā)展,擴(kuò)大本身的優(yōu)勢(shì)地位,就要在同質(zhì)化傾向明顯的競(jìng)爭(zhēng)過(guò)程中注重挖掘自身的特色。本地化戰(zhàn)略作為網(wǎng)易新聞客戶端的一項(xiàng)重要策略,擔(dān)負(fù)著在市場(chǎng)競(jìng)爭(zhēng)中凸顯自身特色,塑造客戶端品牌的重任。提升網(wǎng)易新聞客戶端的本地流量,既是為本地事業(yè)部的發(fā)展助力,也是在為整個(gè)網(wǎng)易新聞客戶端的長(zhǎng)足發(fā)展提供保障。本方案將采用文獻(xiàn)調(diào)查、問(wèn)卷調(diào)查法、數(shù)據(jù)統(tǒng)計(jì)法和個(gè)案研究法等研究方法,以網(wǎng)易新聞客戶端本地新聞為設(shè)計(jì)對(duì)象,通過(guò)對(duì)中國(guó)新聞客戶端市場(chǎng)狀況的研究,與競(jìng)爭(zhēng)產(chǎn)品的對(duì)比分析,對(duì)受眾使用新聞客戶端習(xí)慣的問(wèn)卷調(diào)查,對(duì)網(wǎng)易新聞客戶端的SWOT分析,以及對(duì)網(wǎng)易新聞客戶端本地新聞流量數(shù)據(jù)的統(tǒng)計(jì),從網(wǎng)易本地內(nèi)部改進(jìn)的角度,提出一系列關(guān)于數(shù)據(jù)優(yōu)化、改善新聞質(zhì)量、加強(qiáng)新聞時(shí)效性和拓寬流量入口的具體方案。期望能夠以此來(lái)幫助各網(wǎng)易本地各地方站提高本站的運(yùn)營(yíng)水平,并使網(wǎng)易新聞客戶端的本地流量整體有所提升。
[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.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G210.7

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本文編號(hào)：1398568