本文關鍵詞：網易新聞客戶端本地流量提升方案　出處：《浙江大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 網易 新聞客戶端 本地新聞

【摘要】：移動互聯網時代,人們對信息的需求量劇增,對信息來源的選擇也越來越多,各類移動新聞客戶端的競爭非常激烈。網易新聞客戶端在全國移動新聞客戶端市場內排名居于前列,在競爭中處于相對優(yōu)勢地位,但對比騰訊新聞和今日頭條仍存在較大差距。要在激烈的競爭中保持強大的生命力,取得進一步的發(fā)展,擴大本身的優(yōu)勢地位,就要在同質化傾向明顯的競爭過程中注重挖掘自身的特色。本地化戰(zhàn)略作為網易新聞客戶端的一項重要策略,擔負著在市場競爭中凸顯自身特色,塑造客戶端品牌的重任。提升網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,也是在為整個網易新聞客戶端的長足發(fā)展提供保障。本方案將采用文獻調查、問卷調查法、數據統計法和個案研究法等研究方法,以網易新聞客戶端本地新聞為設計對象,通過對中國新聞客戶端市場狀況的研究,與競爭產品的對比分析,對受眾使用新聞客戶端習慣的問卷調查,對網易新聞客戶端的SWOT分析,以及對網易新聞客戶端本地新聞流量數據的統計,從網易本地內部改進的角度,提出一系列關于數據優(yōu)化、改善新聞質量、加強新聞時效性和拓寬流量入口的具體方案。期望能夠以此來幫助各網易本地各地方站提高本站的運營水平,并使網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.

【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G210.7

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本文編號：1398568