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本文通过对同是省级报业集团新闻客户端的观察,并抽取样本进行内容分析,比较其差异化定位,发现澎湃新闻的定位略显矛盾:一方面,澎湃想做一个包罗各类信息的新闻资讯平台;另一方面,又想面向知识精英阶层,提供高品位的专属阅读体验;而浙江新闻风格定位明显,即以“新闻+服务”的形式做一个基于本地的门户资讯平台,但在转型中受制于传统媒体陈旧的运作思维,缺乏用户本位理念。在此基础上提出,省级报业集团新闻客户端,应精确定位,或做强门户,或做深垂直;深耕内容生产,优化新闻编排,合理推送讯息。
Through the observation of news clients who are the same provincial news groups, this paper analyzes the contents of samples and compares their differentiated positions, and finds that the positioning of surging news is a bit contradictory: on the one hand, surging wants to make news of all kinds of information Information platform; on the other hand, they also want to face the knowledge elite and provide a high-grade exclusive reading experience. However, Zhejiang news style has obvious positioning, that is, a local portal information platform based on “news + service” In the transitional subject to the traditional media outdated operational thinking, the lack of user-based concept. On this basis, it is suggested that the news client at the provincial newspaper group should pinpoint or strengthen the portal or do deep verticals; deepen the content production, optimize the news layout, and push the messages reasonably.