| In China, the researches on key news website started in the year of 2000, when the first batch of key news websites were pinpointed, with the plight of their own development and the fierce competition. According to the domestic and foreign research history, the key news website is the combinative production of science & technology and media development. Although the research had gained some achievement by focusing on case study and monographic study, the timeliness is relatively backward, and there's no clear definition of key news website. Besides, the imbalance of social and economic benefits still remain unsettled. The important news website have experienced four periods, which are rudimentary, building, developing and striding. They have the following general features: quickness, multimedia, interaction, massiveness and globalization. By analyzing the history and feature of the key news website, its advantages are news, politics, brand, and reputation resources, and its disadvantages are backward system of operation, single commercial mode and weak managing strength. It is considered that we should seize the new opportunities of policies and repid development of internet, and positively respond to the relative backward, homogeneity and public credit of commercial websites, news channels, new medias, traditional medias and the internet. Suggestions, consolidating media public credit and enhancing the core competitiveness, strengthening the brand strategy and expanding the media influence, borrowing east wind from the listing opportunity and enlivening market vitality, enhaning the personality and creating differential advantage, are proposed as to provide reference and basis for the key news website in our country. |
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