| ccording to " the30th China Internet Development Statistics Report"the data shows that, by the end of June2012, the number of Internet users in China had reached538million. The Internet users had increased about24.5million in the first half of2012,andthe penetration rate had risen1.6%, reaching39.9%. Meanwhile, the websites reached2,503,553(not contained. edu.cn website).The new site presents a more market segmentation, service personality, and the local news portal which was as a mass media market segments product also ushered in an important development opportunity. But at the same time, because of growing in the cracks of the business portal and central level news website, the lack of funding, management, human, institutional and other factors, the development of the local news portal is not easy. How to break out the plight and their own shortcomings is still a question.This essay will make the DragonSoft website which has the greatest influence andthe most registered users in Chongqing as the object of study, meanwhile,by comparingwith the development status of the business portal, central news websites and other cities local news portal, it finally summarizes the Dilemma of the local news portal, and focuses on that how the local news portal broke through the open innovation strategy of thedevelopment. In this article, I introduce the editor-in-chief of” Connection" magazine,Chris Anderson’s "long tail" in the United States, in October2004as a support to explore and by combining his work practices with my interviews, questionnaires and other research methods, I expand this article.This paper analyzes the development advantages and disadvantages of the businessportal, central news site, and respectively, compared with the strengths and weaknessesof the local news portal, the local news portal should take the strategy that is from positioning the local market, to creating core competitiveness, from aiming at the total cost oriented to strengthening the integration of resources, from expanding voice channels tobuilding brand awareness," through the three analysis, we can explore that the local news portal breakthrough the countermeasures in the development of the constraints.“seeing their own advantages and disadvantages and having a clear positioning creating features”, means that the local news portal should pay attention to their own location in the market environment, and they should have a clear positioning, targeting audiences, and rooting the market,whichwill make them the media products with local characteristics." aiming at the total cost, strengthening the integration of resources" strategy means that, the local news portal,in the limited overall strength,it should be oriented tothe total cost of integration of resources as much as possible to reduce the cost and formtheir own market competitiveness. Expanding the voice channel and building brand awareness " refer that the local news sites should provide their own user with valuable, practical services and products which are different from other sites, and build up the brandimages which are different from the same type of website. |
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