Research On The Content Operation Strategy Of Today's Headline

At present,mobile Internet has become the first access to information for users.With the continuous development of the mobile Internet and the continuous progress of technology,a large number of mobile end news applications rise,from the portals to the Internet companies are competing for the mobile end of the flow of traffic.Under this background,Today's Headlines successfully break through in the content field by using their own big data mining and personalized recommendation technology.After six years of development,Today's Headlines have become the "fourth pole" which is parallel to BAT.However,with the continuous development and expansion of the Today's Headlines,it has also exposed some problems in its content operation.Based on the theories of communication,social psychology and other related professional theories,combined with literature,comparative method and case analysis method,this paper analyzes and analyzes the strategy of content operation of Today's Headlines,in order to provide some useful references for optimizing its content operation strategies.First of all,this paper made a comprehensive exposition on the development of Today's Headlines,and introduces its content operation industry background and its background,pointed out that due to the rise of a large number of the same type of content distribution platform,the advantage of Today's Headlines in the personalized recommendation are gradually weakened.In addition,it also faces the problems of the threat of the big BAT three giants,the constraints of the policy environment,the end of the "population economy" and the lack of their own credibility.In this context,this paper makes a comprehensive and specific analysis of its content operation strategies from four aspects: content selection,content creation,content management and content realisation.Finally,aiming at the problems in Today's Headlines in content operation strategies,combined with the excellent content operation experience of content platform at home and abroad,the author puts forward four suggestions for further optimization of Today's Headlines content strategy.First,it should strengthen the "check" on the content of the platform and create a good reading environment for the users.Two,excavate the content of fine quality,improve the brand image;Three,improve the algorithm recommendation technology,improve the content management mechanism;Four,improve the content change mode,build a win-win content of the content ecology.The author hopes that this research will provide a practical way to optimize the Today's Headlines' content operation strategy,and also provide an useful reference for the optimization of domestic news aggregation platform.