新闻客户端竞争剧烈 中高端人群成最热”童贞地”

新闻客户端竞争激烈中高端人群成最热”处女地”

2017-03-0313:41:23客户端中高端用户专题报告》。该报告对2016年中国手机新闻客户端市场现状、中高端用户行为及偏好、各平台的中高端人群策略进行了解读,并对新闻客户端未来发展重点进行了预测。

  报告显示,在经历了2008-2009年中国手机新闻客户端雏形出现、2015-2016年中国手机新闻客户端整体市场完成布局,自媒体及技术助力市场进入深度发展阶段后,2016年中国手机新闻客户端用户规模已达5.9亿。庞大规模下,综合、垂直类新闻客户端表现各异。凤凰新闻在高端用户满意度方面表现突出,位列第一。整体来看,综合门户类新闻客户端表现更优,垂直领域新闻客户端需进一步深耕。

The

report shows that after 2008-2009 years China mobile phone news client, 2015-2016 Chinese prototype mobile phone news client to complete the layout of the overall market, since the media and technology power market into a deep stage of development after 2016 China mobile phone news client user scale has reached 590 million. Under the huge scale, comprehensive, vertical news client performance varies. Phoenix News outstanding performance in terms of high-end user satisfaction, ranked first. Overall, comprehensive portal news client performance better, the vertical field of news client needs further deep.

  市场进入存量阶段高端用户追逐战打响

market to enter the stock stage high-end user chase battle started

  iiMediaResearch(艾媒咨询)数据显示,截至2016年底,中国手机新闻客户端用户已达5.9亿,增长率较上半年降为4.4%。新闻客户端市场发展逐渐从获取新用户转为精细化运营、提高用户活跃度和粘性、挖掘存量用户价值等层面。

< p > iiMediaResearch(愛メディアコンサルティング)によると、2016年末の時点で、中国の携帯電話ユーザーは5 . 9億ニュースのクライアントは、成長率が上半期ダウン4 . 4%。ニュースのクライアントの市場の発展から徐々に新規ユーザーを獲得する精密化運営、ユーザーを活発度や粘り、掘削ストックユーザーの価値などの面で。< / p >

  面对这一转型,发展、吸引发掘中高端用户及其价值成为了判断新闻客户端价值的最重要指标之一。报告显示,在2016年中国新闻客户端中高端人员群体满意度方面,凤凰新闻居于首位。艾媒咨询分析师认为,这直接体现了凤凰新闻坚持“就做不同”、“双轮驱动”战略所带来的积极效果。凤凰网秉持高度的社会责任感,捍卫全球华人和网民的知情权、话语权,通过对热点社会事件的快速反应,持续生产优质、客观、准确的内容,由此俘获了一大批高端用户的忠诚度。此外,2016年凤凰网对其战略方向进行调整,提出以“内容”+“技术”共同作用的“双轮驱动”战略,实现了与其注资的一点资讯的平台打通,形成优势互补,升级凤眼大数据系统及凤羽广告投放系统,用有料有品有趣有用的内容吸引住了用户,并“黏”住了广告主最青睐的中高端人群。

  市场竞争愈发激烈“内容”+“技术”已成必备“武器”

increasingly fierce market competition content + technology has become an essential weapon

  2016年第四季度,中国手机新闻客户端用户粘性指数(用户粘性指数是新闻客户端平台综合竞争力的体现)排行中,今日头条、网易新闻、凤凰新闻分别位列三甲。艾媒咨询分析师认为,各平台从直播、问答、社交等多方面进行产品建设、提升用户体验,增强用户粘度。

2016 in the fourth quarter, China mobile phone news client user stickiness index (user stickiness index reflects the comprehensive competitiveness of news client platform) ranking, today’s headlines, NetEase news, Phoenix News ranked the top three respectively. AI media consulting analysts believe that the platform from the broadcast, Q & A, social and other aspects of product development, enhance the user experience, enhance user viscosity.

  整体看来,2016年中国新闻客户端市场竞争激烈,各平台以差异化定位为基础,不断提升个性化推荐水平,通过引入直播、短视频等优化新闻呈现方式,并以多样的自媒体扶持手段提升平台内容丰富度与质量,此外,各平台还以多样化的手段进行着品牌的营销推广。

overall, fierce competition in 2016 China news client market, the platform positioning to differentiate as the basis, and constantly improve the level of personalized recommendation, through the introduction of a short video broadcast, optimization of news presentation, and use various means to enhance the support from the media platform content richness and quality. In addition, the platform also through a variety of means a brand marketing.

  在内容方面,凤凰网于2016年下半年推出的“风直播”迅速抢占高品质直播市场。基于凤凰全媒体平台的媒体资源,风直播深入第一现场,成功进行多次重大事件直播,G20峰会及美国大选直播等直播成为大众了解重大热点事件的直通平台。此外,2016年各门户、媒体纷纷推出自媒体品牌,自媒体强大的经济爆发力引发自媒体平台大战。凤凰网“凤凰号”率先发力,5万+自媒体人入驻,第一时间传递自媒体声音,其背后的商业价值也绝不容小视。

in terms of content, Phoenix launched in the second half of 2016, wind live to quickly seize the high quality live market. Phoenix media platform based on broadcast media resources, wind go to the first scene, the success of many major events broadcast, G20 summit and the U.S. presidential election broadcast live become the public understanding of major hot events through the platform. In addition, in 2016 the portal, the media have launched from the media brand, from the media strong economic power from the media platform war. Ifeng.com Phoenix first force, 50 thousand + people from the media settled, pass the first time since the media voice behind the commercial value can never be overlooked.

  在技术方面,各平台蓄力爆发。凤凰新闻不断优化自身个性化推荐技术,打通凤凰新闻客户端与一点资讯,主打私人订制,头条下拉进入推荐流,在打造资讯智能推荐的基础上,强调编辑精选和用户订阅,打造混合智能推荐。除提升自身资讯平台的体验和推送外,凤凰网的凤眼、凤羽系统也通过大数据记录匹配标签、精准分发,基于对用户地描述、洞察,帮助客户实现精准营销,提升营销转化,促进平台长远健康发展。

in terms of technology, the outbreak of the platform load. Phoenix News constantly optimize their own personalized recommendation technology, open up the Phoenix News client and a little information, the main private custom, drop into the recommended headlines based on information flow, create intelligent recommendation on that editorial selection and user subscription, to create a hybrid intelligent recommendation. In addition to upgrading its information platform experience and push, water hyacinth, Feng Yu system ifeng.com also through large data records, labels, accurate distribution, user description and insight based on helping customers to achieve precision marketing, enhance marketing transformation, promote long-term healthy development of the platform.

  艾媒咨询分析师认为,中高端人群对新闻品质的追求更高。新闻客户端在产品层面上改善体验的同时,应充分发挥媒体价值,在内容的策划、制作、分发等方面增强专业性,在不同场景下为用户提供更加优质的人性化资讯阅读体验。因此,以凤凰新闻客户端为代表的“内容”+“技术”共同作用的新闻资讯平台,不仅是未来新闻客户端转型升级的典型代表,也为资讯平台营销提供了更多可能和方向。

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