Consolidating core competence: competition strategy of commercial websites and news websites

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News websites and commercial websites are strategic partners-news websites provide news products to portals, one of the important partners in the upstream content supply of portals, and rival competitors in the market of the changeable network media, both of which have advantages and disadvantages. In the fierce market competition, only to avoid weaknesses, to find suitable for their own development path, to obtain survival and development.

Commercial website: To establish a diversified profit model suitable for its own characteristics

The commercial website system is flexible, quick reaction, strong capital, no system and traditional concept of bondage, in the competition with news sites is obviously in the dominant position. Commercial web site to achieve better development, in addition to continue to maintain the original advantages, and in the information Jina and depth of efforts, but also must find their own positioning, actively seek and build their own characteristics and development direction, take the road of personalized development.

In several major commercial websites, in addition to Sina rely on news, Baidu is committed to search, QQ main Instant messaging positioning has not changed, the rest of the site are constantly groping gradually establish their own positioning. NetEase after 2001 years of suspension of the crisis, resolutely will focus on the direction from the news to the "network game" business, with the independent development of the local online games "Dahua West Tour online II", "Dream West Tour Online" played a beautiful turnaround, its e-mail in the commercial website is also second to none. After several explorations, Tom set the profit point on the telecom value-added service. In all areas will never compete for the first, the long-term low in the stock of Sohu in recent years also played the "Sohu Matrix" banner, have acquired Focus network, 17173, Chinaren and map services, the development of search engine "Sogou", and by virtue of online games "knight", "sword", "Tianlong Eight", "The Deer Ding kee" And so on to obtain a huge profit. Sohu Game business success, to a certain extent, to revitalize the entire business group Sohu, and advertising revenue as a proportion of the profit source, Zhang's ambitious claim Sohu's goal is to enter the domestic game industry's top three. Sohu Next development, is one of the focus of attention in the industry. At the same time, Sina and QQ are constantly exploring new profit model, Sina years ago vigorously develop "celebrity blog", QQ push "automatic pop-up news" are proof.

As mentioned before, each kind of profit pattern has its uniqueness and its special value, but the success of a website development is not depended solely on the success of a certain mode, but on the rationality of the product composition and combination of the website. The single profit model in the highly competitive network media world, easy to suffer setbacks and blows, also is not conducive to the requirements of sustainable development. ① For example, the network game achieved NetEase, but also let NetEase almost quit the door of the dispute, become a "have a portal business game company." But the network game operation by the single game success and the life cycle influence is too big, therefore Ma said, the game market will soon saturated, or the network advertisement ceiling is taller. Ding Lei 2001 has predicted that the internet has three major money-making magic: Wireless applications, online games and im. He neglected the advertisement. Although NetEase has invested a lot in content in recent years, the results are not obvious. ②

Obviously, the lower the proportion of the single model's share in the total income, the more diversified the income source, the stronger the ability to resist the market risk. Therefore, the commercial website needs to establish the multi-level, the pluralistic combination, the mutually complementary business model which conforms to its own characteristic, unceasingly seeks the new profit, disperses the risk growth point, thus can meet the bigger challenge.

News website: Consolidating the core competitiveness of news, actively carrying out diversified business

News sites face much more difficulty than commercial websites: Huge business portal group, large and small news sites at all levels, the strength of the comprehensive class portal site and the emergence of professional vertical portal to form the potential of encirclement-its external living environment is "embattled", internal also faced with the system and the concept of bondage.

News information is a news website's products, but also its core competitiveness-other sites can not replicate, but not access to these unique news resources. Good news, consolidate core competitiveness, at the same time actively carry out a variety of operations, is the key to the development of news websites. Specific measures have the following points:

1. Provide personalized Instant Messaging

News sites have an advantage over news sources, but one obvious fact is that often the impact of a commercial web site's important news from news sites is greater than or equal to the impact of the news site's first news. To avoid this, news sites can do more with speed, increase the proportion of instant scrolling news, and release information from other media before commercial websites. Second, in the depth of efforts to seize the opportunity to carry out online live and interviews, around major events planning Network news topics. After obtaining the policy permission, can also the newspaper has already published the news to be suitable for the network dissemination characteristic and the netizen reads the demand the afresh edits, highlights the website team strength, will the content competition rise to the talented person's competition. This "two-time processing" of the news is also a kind of original news, other sites, even if you can copy news, but the entire news editorial team to their own netizens understand, grasp the news, the whole team's operating system and collective wisdom can not be replicated.

2. Use of new technologies to improve the level of news operations

In the rapid development of the information age, who has more new media media, who can be in the future competition in a favorable position. News sites should actively use mobile phones, audio and video, webcast and other new technologies, be good at using hyperlinks to expand the space of communication, promote the interaction between the site and the audience to play the potential of communication.

3. Create a news brand

The popularity of the site from the overall strength, but no child brand support, it is difficult to achieve. The "Power Forum", Xinhua "Focus Network Talk", The Bright Net "theory channel", China Broadcasting Network "Galaxy Taiwan", Oriental Network "Oriental mesh list", red Net "red pepper comment" and so on are unique in this field, with elegant taste, serious attitude, The sharp point of view provides the audience with the knowledge and ideas that large commercial websites cannot provide, and its unique brand image firmly attracts some loyal netizens.

4. Maintain authority

For the Central news site, relying on strong strength and a lot of important information, the exclusive right to release the exclusive, authoritative information, so that on the one hand, to block the fierce offensive commercial websites, on the other hand, also built a local news site "entry barriers." The "Communist Party News" of the Daily network and the "live webcast" of CCTV are other media that cannot be reproduced. 5. Emphasizing geographical features

For local news sites, on the one hand, in size, influence, competitiveness can not compete with the "national team", and the big Central News site opened by local channels to take away some of the audience resources, on the other hand by the provincial other sites and the province of the big city-level news sites, the day is more difficult. The breakthrough is not to follow the Central news site, to do all the international news and national news, but to use their own advantages, in the big do all the local news, domestic information to work. Local news must account for at least 50% per cent to hold local audiences firmly.

6. Expand the Profit channel

News sites have long been content by administrative integration, funds rely on financial support, confined to the traditional media thinking, operating mode is a single, its profitability can not be compared to commercial sites, but the news site must eventually go market-oriented road has become a common consensus. At present, the domestic development of relatively good sites are entrepreneurial operation, market-oriented operation, Oriental network, Red Net, Zhejiang Online, Qingdao News Network and so on. Thus, the operation mode of the news website must learn from the commercial website, change the thinking mode of "News + advertisement", exert the whole force of the media group, interact and bundle with the new and old media, and take the road of trans-media operation. The emerging network interaction is a very good model, both improve the content of the sale of the effect, but also to increase advertising revenue. In addition, mobile phone messages, ISPs, broadband, E-commerce, derivative product development, and other media joint operations, offline chain companies are also profitable projects. Of course, these profits should be based on ensuring the core status of news content and the characteristics of the network.

At the end of 2007, the seventh session of the "China Internet Media Forum", deputy Director of the State Council Information Office, said Mingzhao, will actively promote the reform of the news Web site reform pilot, included in the pilot news website can try to expand the source of funds through a variety of channels, the introduction of state-owned strategic The establishment of modern enterprise system, the formation of joint-stock companies, when conditions are ripe for domestic listing. ③ This also means that news websites will break the long-term closed state and take a big step in the market-oriented way. I believe that in the near future, when news websites gradually change the rigid system and concept, there will be a leap-forward development.