The Bottleneck And Breakthrough In Marketing Development Of VOC Online

The background of propagation in the application of digital technology and the rapid development of the Internet, the local news website not only become one of the main channels for public access to news and information, also has become the local dissemination of information and guide the main position of public opinion.With the continuous development of market economy, local news websites have to contend with the strong commercial sites,the regional media and surrounded by the central authority level news sites, the situation is very difficult. Therefore, how to break through and achieve sustainable development has become an important issue to this kind of media.Based on the related theories of media management guidance,taking an example of local news website VOC.com,to investigate the effects of the policy and industry environment.In this context, VOC.com made the initial practice of market reform:open up the new media base;to organize the fusion with the Sansho metropolis daily, including building "Central Kitchen" production platform,set up the whole media team,to carry out integrated marketing;establish the market main body statusreconstructed tissue systems, innovative personnel system; enlarge the amount of funds raised from the outside, in order to obtain more room for growth in the listing.But the VOC.com’s market reform is not smooth sailing,further discussion on the problems and reasons of the voices online to promote market-oriented reform in the construction of content products, marketspace for development, equity incentive system, ethical orientation.At the same time that the VOC.com in the market development from four aspects to looking for a breakthrough path,that is to play the local advantages, to create a regional integrated information services;expand market share and the wider blue ocean market;to create online content brand, enhance the influence and innovation;try to encourage employees by sharing grant, standardized scientific and humane management and evaluation system;to improve the professional quality of media professionals, in the ethical game to adhere to the correct guidance of the mainstream media functions.Although the road of media convergence is not lucky in every endeavour, institutional reform is also not perfect, but its market pioneers of Practice will provide reference for the development and transformation of the same type of other sites.