解读门户网站新闻频道的差异化竞争.pdf

摘 要 在过去的10年时间里，中国门户网站得到了长足的发展。作为门户网站的 核心，新闻频道一直是各家网站竞争的主战场。在新闻频道的发展和竞争中， 最突出的一个问题就是同质化。为了突破这种同质化局面，各家网站的新闻频 道都努力尝试差异化的竞争策略。 本文选取新浪、搜狐、网易和腾讯的新闻频道作为研究对象，从运营的层 面分析门户网站新闻频道同质化的表现及原因，并尝试解读其差异化竞争的手 段和策略。 从发展历史看，门户网站的新闻频道一直在“同质化－差异化－再同质化 －再差异化”的循环中发展和前进。门户网站新闻频道的差异化竞争策略主要 包括定位差异化、形象差异化、技术手段差异化和内容产品差异化等方面。其 中，最核心的就是内容产品的差异化。为了实现内容的差异化，各家网站不仅 在政策许可范围内尝试独家的新闻原创，而且通过专题报道、特色栏目以及不 同方式的新闻选择和组合，努力实现与众不同的媒体风格。 关键词：同质化；差异化；门户网站；新闻频道 2 ABSTRACT During the past 10 years, the Chinese portals have seen significant development. As the most important part of the portals, the news channel has been the main battlefield of competition. In the development and competition of the news channels, the problem of homogenization emerged. To make a breakthrough in this homogenization situation, the news channel of every portal has been trying different ways to differentiate itself from others. This paper takes the news channel of SINA.com, SOHU.com, 163.com and QQ.com as the object of study. From the operation of the news channel of these portals, this paper will try to analyze the homogenization phenomenon and the reasons, and try to interpret the ways and strategies of their differentiation competition. Seeing from the history, the news channels have been developing in the cycle of “homogenization~differentiation~rehomogenization~redifferentiation”. The differentiation strategies include positioning differentiation, image differentiation, technology differentiation and content differentiation, etc, among which, content is the most i