Research On The Development Strategy Of Local Channels Of People's Daily Online

Starting in the 1990 s,China's mainstream media began to open news portals--what we now see as central news portals.The sites were then laid out locally-in what we now see as a central news channel.This is not only a "horse race" for the central news website,but also strengthens the communication between the central media and the local government to attract more audiences.As one of them,People's Daily online has attracted much attention.President Xi Jin Ping has visited People's Daily online for many times.People's Daily online,the research object selected in this paper,has opened 33 local channels in various regions.Local channels of People's Daily online are affiliated to the general network of People's Daily online.As a limited company,local channels of People's Daily online are its branches.On the basis of exploring the development process and operation status of the general website and local channels of People's Daily online,this paper analyzes their advantages,disadvantages,threats and opportunities,and then proposes the development strategy of local channels of People's Daily online in the future.This is of great forward-looking significance to better grasp the overall development trend and trend of People's Daily online and accelerate the development of People's Daily online in the Internet era.This paper is divided into five chapters,the main research content is as follows:The first chapter is the introduction,first of all,the network news media,media website and other basic concepts are outlined;Secondly,this paper introduces the purpose and significance of the topic selection,and reviews the relevant research literature from four aspects,including the overall situation of local channels and the development and utilization of local channel resources.At last,the research content,difficulties and methods of this thesis are presented.Chapter two introduces the general situation of People's Daily online and local channels.Firstly,it introduces the general situation of People's Daily online and analyzes its operation situation.Secondly,on the basis of explaining the reasons for theestablishment of local channels of People's Daily online,the development characteristics of local channels of People's Daily online are analyzed from five aspects,including audience environment,policy environment,technical environment and advertising market environment.Chapter three analyzes the operation status of local channels on People's Daily online.First of all,introduce the People's Daily local channel operation model and traffic.Secondly,from the audience,human resources,positioning and other aspects,a variety of relevant data are analyzed.I hope to conduct a detailed "anatomy" of People's Daily online local channels from a multi-dimensional perspective.The fourth chapter takes LiaoNing channel of People's Daily as an example for SWOT analysis.This paper analyzes the advantages,disadvantages,threats and opportunities of LiaoNing channel of People's Daily online.It can be seen that the local channels of People's Daily online have more advantages than disadvantages on the whole,and both threats and opportunities coexist.As a sub-station of the central news media website,the local channel of People's Daily online has a strong official image and brand influence,which is conducive to the news work of local channels in their respective regions,but at the same time,it also becomes a factor restricting their development to some extent.The fifth chapter puts forward the development strategy of People's Daily local channels.Firstly,the future development and trend of the Internet industry are studied.Based on this,the overall development strategy of People's Daily online is analyzed.Finally,the future development strategy of local channels on People's Daily online is proposed.First,strengthen the public opinion guidance ability of local channels on People's Daily online;Second,the determination belongs to own suitable value pattern;The third is to try to expand the field of business;Fourth,internal entrepreneurship should be carried out to solve the problem of unbalanced development.Fifth,attract and train more talents and build talent echelon.