城市生活网站经营模式探究——以腾讯·大楚网为例.pdf

摘 要 随着网络的飞速发展，当今网络用户对于传播内容的个性化、专业化、接近性提出 了越来越高的要求。网站的类型日趋多元化。垂直网站填补了全国性网站覆盖面广但在 频道专业性上力有不及的缺陷，致力于单个领域的深度挖掘，适应了网民的小众化需求； 主打地域与心理接近牌的城市生活网站在细分的需求市场上也开始占据属于自己的战 场。腾讯·大楚网在具有城市生活网站都具有的地理与心理的 “贴近性”特征之外， 腾讯的品牌和传播渠道支持，湖北日报传媒集团报纸多方位的互动支持是腾讯·大楚网 相较于其它区域网站的独特优势。这种“技术”、“品牌”、“内容”三位一体的支持模式 对于未来其它城市生活网站的建设是一个良好的模式借鉴。 本文的落脚点在于以腾讯·大楚网为例展开城市生活网站经营模式的研究。 首先，笔者将阐述网站经营涵盖的内容以及个人对城市生活网站一般特性的认识。 进而客观分析其所处的社会环境背景、自身目前经营模式与经营现状，着重讨论目前经 营中所存在的问题，结合自身的认识提出改进建议。 在业务经营模式上，广告代理制在节约经营成本，提高工作效率上起到了积极作用， 但代理公司于网站间的沟通协调机制有待完善。同时，搜索引擎在经营上的功能需求要 更加全面地开发。 在内容经营模式上，要进一步探寻用多种渠道激发网友的自主发言与管理并优化服 务性栏目的用户体验。 关键词：城市生活网站 经营模式 问题 建议 I Abstract Accompany with the rapid development of network, different kinds of website expand own territory. Audience groups of network turn to have the higher request on the character dissemination contents, the profession of the contents, and they really hope the information could has good connection about their lives. Different kinds of website appear in our life. Comparing with the national website, professional websites have the advantage on profession and they tried their best to scoop out the deep information with single mind. Audience groups were drew on it. On the other hand, urban life website occupied own realm on different customer market by providing local information. Like other urban life website,Tencent Dachu website is good at providing local information, and has special advantage by the support of Tencent website and Hubei newspaper media group. “Technique”、 “Brand” 、“content” are support mode of Tencent Dachu website. Other websites could draw lessons from this mode. Tencent Dachu website is choosed to be an example in article to launch the research on business model of ur