| On April3,2006Tencent joint with the ChongQing Business Daily built TencentChongQing Net, since Tencent launched its local portal "turf wars", now it has stand in12provinces, and formed a "Tencent Big Net". On August25,2011, Tencent companyjoint venture with Henan Daily Newspaper Group has established the Tencent Henannet.Now several major portal sites, such as Sina, Tencent, Netease, Phoenix net haveestablished the local station in henan. there are two main types to establish the localstation mode, joint site owned proprietary or with local traditional media, joint site withlocal traditional media is the main mode. Tencent occupy51%of the shares in TencentHenan, with absolute dominance.News Center is responsible for operating the entire content of the Tencent Henan’snews channel, it is the main information production department, its content is mainlydivided into news reproduced, original team, UGC(user generated content) threecategories. Transmission channel mainly depends on the compulsory push,respectively QQ client page mini popup window, TIPS message popup, mobile phoneclient push; Another user active request type transmission, mainly for Tencent placepage access, web access, Tencent news page to subscribe to mobile client place.Because Tencent QQ in PC and mobile terminal has vast users, and high stickiness,Tencent local station often made great influence.In the operation process of Tencent Henan’s news channel, a large number ofUGC type content cause a huge hits. In addition, in the current audience reading habitsgradually move, fragmentation, many scenes, under the condition of the traditionaltraffic declining, and the mobile end hits is present geometric growth, Tencent created"all aimed at mobile reading"--the news operation strategy, the local station operationalso made significant achievements.The research of Tencent Henan’s news content to the PC and mobile phonea arebased on the "use and satisfaction" and "media convergence" theory. The content of orientation, generation, push channel, communication effect and so on, hope to thecurrent local portal news channel operation recommendations rationality, such as: inthe case of network editorial rights tightly controlled, how to expand informationsources, how to reverse the network media to attract attention by title vulgar content,how to stand the content of the news, pictures and makes the spread of Internet newsmore specialization, in setting up to cater to the trend of mobile, etc. |
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