| With the increasing penetration rate of mobile Internet,the mobile APPlication market has reached unprecedented saturation,and the habit of using smart phones to surf the Internet has been deeply developed.Understanding news and information is still one of the important needs of users to browse mobile phones.Therefore,in the fierce market competition in the early stage,all major platforms have launched news client products that suit the main positioning,in order to quickly seize the minds of users.At present,the performance of news and information APPs in the smartphone APPlication market is generally stable.As the development volume of news client products is huge,content homogenization and other problems inevitably APPear.Therefore,the pursuit of product differentiation and the creation of benchmarking content columns has become an important starting point for the client to achieve a broken circle.NetEase news client has always been good at high-quality original content.This paper,represented by "Easy Moment"first promoted neteaseBBl,conducts research on content orientation,and conducts key analysis on the core links of the content operation of the original column "Easy Moment".First of all,in the introduction part of the second chapter,the author briefly sorts out the current content development status of domestic news client and the content ecological environment of NetEase news terminal through literature review,and draws the practical problems at the present stage;Secondly,in the third and fourth chapter of this paper,by combining the specific case of NetEase "Easy Moment" and using text analysis and questionnaire survey as the main research methods,the content form and content production mechanism of the program are analyzed in all aspects,and the hidden concept of the program packaging and the flow logic in the process of content production are obtained;Finally,the article chapter five or six observation method through practice focuses on "relaxed moment"column in the promotion and content operation under the media environment transformation the content of the adjustment path,it is concluded that "moment" easily content extrapolation of main operational means for operating activities and community,early exploration and content of innovation in the video is changed under the influence of continuous advance.In addition,through the research and analysis of the above contents in Chapter 7.First,the homogenization of similar columns is serious and the sense of existence is reduced.Secondly,the innovation strength is weak and some behaviors deviating from the news value APPear in practice.This paper concludes that there are still many drawbacks in the content operation and practice of "Easy Moment" column;Third,there is no comprehensive promotion awareness of the overall operation means,resulting in the lack of communication efforts;Fourth,it caters to the audience's vulgar taste for a long time and will become the media tool dominated by the flow.In the last chapter,the author puts forward four feasible suggestions for the content construction of NetEase "Easy Moment".First,return to the essence of news value and concentrate on original works.Second,we should do our best from deep reading,and do the core content that is valuable and thoughtful.Third,seize the opportunity of transformation,take the fast track of content video;Fourth,attach importance to the operation of large-scale activities and expand the spread effect.Through the research on the content of NetEase "Easy Moment" column,it is concluded that tneteaseBB1 news client must take the original content of "Easy Moment" as the touchstone if it wants to realize the long-term benefit value.Therefore,the current original content brand "Easy Moment" should think about how to find opportunities from content solutions to break through the siege.In this way,high-quality content as the brand to help NetEase news client content ecological benign construction. |
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