The Development And Operational Analysis Of News Websites In China

The news websites in China rely on the traditional news media and inherit rich resources from the traditional news media, including human resources, brand resources and information resources. Compared with the commercial websites, the advantage of news websites is also reflected in the financial support and the editing rights the government given. Nevertheless, commercial websites has received far more CTR and financial returns than news websites. This is mainly due to the immature network and market-oriented operation and management. Ultimately, news websites provide wedding dress for the commercial websites. This paper adopts a combination of quantitative and qualitative research methods. Through the means of literature and content analysis, this paper generalizes and analyzes the process of news websites in China. The development of news websites in China has experienced infancy period that is budding from scratch, growing period that is from less to more, adjustment period that is from a single model to a variety of roads, further development period that is a road to the depth and breadth of network and the current mainstream media period that is no alternative. At present, the news websites have the characteristics of dependent, dual and professional. The main problems are uneven development, institutional restrictions, lack of resource development and weak brand awareness. Relying on the traditional news media, news websites have rich resources, but the operating system from the traditional news media has limited the market-oriented operation of news websites. The primary purpose of establishing the news websites is considered to occupy the field in the Internet, which show a clear trace of the planned economy. This paper describes the operation status of our news websites, and points out the problems of the news websites as follows:in the respect of profit model, do not form a clear business model; in the respect of capital operation, the financing channels are single; in the respect of content development, the development is inadequate; in the respect of brand operation, the business sense is not strong.This paper uses case study to analyze the successful operations of the South Korean OhmyNews. First, the success of OhmyNews depends on a new "national press" concept which makes it have a huge number of citizen journalists around the country and the world. Because of their different occupation, experience and social status, they provide extremely rich news and perspective, and the civilian news reports are in line with the psychological needs of the public. Second, a variety of measures ensure the authenticity of news sources, such as registered members (members of the public press) real-name system, accountability and professional editing approval. Third, the early introduction of the online advertising make the news websites gain more advertising revenue, while exploring a variety of profit sources make the sites have a good income. OhmyNews' successful operation provides some inspiration for our news websites, breaking the stereotype, mining sources through multiply channels; enhancing business awareness; building distinctive news websites, solving the homogenization of news content. After arguing the current situation of our news websites and the success of OhmyNews model in South Korean, this paper believes that news websites in China should make efforts in the following areas to obtain further development.1.Expand after position; 2.Broaden the financing channels; 3.Integrate the maternal resources; 4.Form a unique content; 5.Emphasize brand management; 6.Strengthen mutual benefit cooperation. With the continuous development of news websites in China, the article finally made some of its development trend analysis. First of all our news sites constantly change in the system. Completely charging the system restraint is unrealistic. However, in the new technologies and new environment, a news website must join the market environment to constantly update business philosophy and reform to solve the system problem. Second, our news websites transit from content sites to service-oriented sites. While providing the basic information services, news websites need to constantly update communication concept:the audience are gods, and offer a wide range of services. News websites should try new forms of service constantly, learn the service model of commercial website, and set up their own profit service model.Finally, the news websites in China will become the new subjects of listed Internet companies. After the reform and transformation of many traditional news media, news websites also begin the road. Listing is a new way for news websites. It is also the inevitable choice to become bigger and stronger in the market economy environment.