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从“有态度”到“各有态度”

来源: 南方日报网络版     时间: 2019年12月15日 16:33:54
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(新)(一)(代)(的)(内)(容)(消)(费)(群)(体)(中)(,成)(长)(于)(个)(性)(化)(时)(代)(的)(90后)(逐)(渐)(开)(始)(掌)(握)(移)(动)(互)(联)(网)(时)(代)(的)(“话)(语)(权)(”,也)(是)(以)(网)(易)(新)(闻)(为)(代)(表)(的)(移)(动)(资)(讯)(平)(台)(最)(为)(重)(要)(的)(潜)(力)(用)(户)(,这)(些)(年)(轻)(人)(身)(上)(不)(仅)(极)(其)(明)(显)(地)(体)(现)(出)(更)(现)(实)(和)(积)(极)(面)(对)(变)(化)(的)(特)(点)(,而)(且)(更)(渴)(于)(表)(现)(和)(表)(达)(自)(己)(,以)(寻)(求)(共)(鸣)(、认)(同)(甚)(至)(于)(归)(属)(感)(。年)(轻)(人)(不)(同)(的)(消)(费)(方)(式)(、价)(值)(取)(向)(和)(兴)(趣)(爱)(好)(逐)(渐)(形)(成)(壁)(垒)(,诞)(生)(出)(不)(同)(的)(青)(年)(文)(化)(圈)(层)(,对)(圈)(层)(化)(的)(年)(轻)(人)(来)(说)(,他)(们)(需)(要)(的)(不)(是)(打)(破)(壁)(垒)(而)(是)(更)(积)(极)(地)(寻)(找)(“同)(路)(人)(”。也)(因)(此)(,兴)(趣)(垂)(类)(或)(多)(元)(化)(的)(内)(容)(、品)(牌)(特)(色)(鲜)(明)(的)(内)(容)(产)(品)(与)(服)(务)(更)(受)(泛)(90后)(们)(青)(睐)(。在)(“各)(凭)(态)(度)(乘)(风)(浪)(”系)(列)(品)(牌)(形)(象)(中)(,网)(易)(新)(闻)(尝)(试)(以)(这)(些)(年)(轻)(用)(户)(所)(熟)(悉)(的)(语)(言)(和)(沟)(通)(方)(式)(,更)(直)(观)(地)(向)(用)(户)(呈)(现)(网)(易)(新)(闻)(内)(容)(多)(元)(化)(品)(牌)(定)(位)(升)(级)(及)(其)(年)(轻)(化)(形)(象)(,完)(成)(“各)(有)(态)(度)(”品)(牌)(价)(值)(传)(递)(与)(对)(话)(。主)(题)(语)(“各)(凭)(态)(度)(乘)(风)(浪)(”,正)(是)(对)(当)(下)(年)(轻)(人)(有)(自)(信)(、有)(追)(求)(的)(态)(度)(的)(褒)(扬)(,每)(个)(年)(轻)(人)(都)(可)(以)(在)(网)(易)(新)(闻)(的)(平)(台)(上)(拓)(展)(视)(野)(,丰)(富)(自)(己)(对)(世)(界)(的)(见)(解)(,可)(以)(相)(遇)(很)(多)(“乘)(风)(浪)(”的)(同)(行)(人)(。
从)(“有)(态)(度)(”到)(“各)(有)(态)(度)(”的)(品)(牌)(焕)(新)(,意)(味)(着)(网)(易)(新)(闻)(将)(不)(止)(于)(做)(秉)(承)(新)(闻)(专)(业)(主)(义)(原)(则)(的)(互)(联)(网)(媒)(体)(,提)(供)(深)(度)(多)(角)(度)(报)(道)(。“有)(态)(度)(”品)(牌)(形)(象)(基)(于)(网)(易)(新)(闻)(的)(专)(业)(媒)(体)(定)(位)(以)(及)(自)(身)(优)(质)(有)(态)(度)(的)(内)(容)(产)(出)(,但)(随)(着)(网)(易)(新)(闻)(向)(聚)(合)(更)(多)(泛)(资)(讯)(内)(容)(的)(平)(台)(转)(型)(并)(正)(式)(提)(出)(“内)(容)(消)(费)(升)(级)(引)(领)(者)(”产)(品)(战)(略)(,网)(易)(新)(闻)(希)(望)(带)(领)(更)(多)(有)(态)(度)(的)(内)(容)(生)(产)(伙)(伴)(,共)(同)(完)(成)(内)(容)(多)(元)(化)(和)(品)(质)(化)(的)(消)(费)(升)(级)(以)(及)(共)(建)(“各)(有)(态)(度)(”品)(牌)(价)(值)(。
严)(选)(内)(容)(、多)(元)(文)(化)(、体)(验)(升)(级)(
内)(容)(消)(费)(升)(级)(三)(大)(驱)(动)(力)(
在)(资)(讯)(生)(产)(和)(传)(播)(方)(式)(发)(生)(重)(大)(变)(革)(、内)(容)(消)(费)(升)(级)(大)(潮)(兴)(起)(以)(及)(泛)(90后)(逐)(渐)(成)(为)(世)(界)(“权)(利)(”中)(心)(的)(当)(下)(,网)(易)(新)(闻)(更)(迫)(切)(地)(意)(识)(到)(立)(足)(行)(业)(的)(优)(势)(是)(解)(决)(机)(器)(无)(法)(解)(决)(的)(问)(题)(:以)(“工)(匠)(精)(神)(”重)(新)(定)(义)(“好)(内)(容)(”,从)(内)(容)(严)(选)(/优)(质)(内)(容)(品)(牌)(化)(、内)(容)(品)(类)(多)(元)(化)(和)(内)(容)(产)(品)(体)(验)(升)(级)(这)(3大)(角)(度)(,顺)(应)(内)(容)(消)(费)(的)(潮)(流)(,坚)(定)(地)(致)(力)(于)(“激)(发)(每)(个)(人)(的)(思)(考)(”。通)(过)(这)(次)(品)(牌)(焕)(新)(,网)(易)(展)(现)(了)(“超)(越)(算)(法)(”的)(决)(心)(和)(信)(心)(。除)(了)(基)(础)(的)(智)(能)(推)(荐)(信)(息)(,网)(易)(的)(内)(容)(平)(台)(,全)(方)(位)(地)(向)(媒)(体)(合)(伙)(人)(赋)(能)(,予)(其)(机)(器)(所)(不)(能)(给)(予)(的)(东)(西)(,提)(升)(其)(内)(容)(的)(商)(业)(价)(值)(和)(品)(牌)(价)(值)(。
好)(内)(容)(的)(建)(设)(,首)(先)(来)(自)(对)(内)(容)(源)(的)(把)(控)(与)(极)(具)(针)(对)(性)(的)(拓)(展)(。内)(容)(严)(选)(就)(是)(通)(过)(一)(整)(套)(内)(容)(品)(控)(和)(合)(伙)(人)(体)(系)(,优)(化)(内)(容)(源)(,帮)(助)(用)(户)(构)(建)(优)(质)(内)(容)(阅)(读)(标)(准)(,其)(中)(很)(重)(要)(的)(一)(点)(是)(原)(创)(内)(容)(的)(品)(牌)(化)(建)(设)(,目)(前)(网)(易)(新)(闻)(汇)(聚)(了)(《槽)(值)(》、《人)(间)(》等)(近)(百)(档)(原)(创)(栏)(目)(,在)(业)(界)(和)(用)(户)(中)(口)(碑)(双)(收)(,新)(晋)(原)(创)(内)(容)(IP王)(三)(三)(主)(持)(的)(《我)(去)(1990》、《三)(三)(有)(梗)(》等)(多)(档)(原)(创)(栏)(目)(深)(受)(年)(轻)(用)(户)(喜)(爱)(。未)(来)(,网)(易)(还)(将)(携)(手)(优)(质)(媒)(体)(合)(伙)(人)(共)(建)(覆)(盖)(多)(样)(内)(容)(品)(类)(和)(丰)(富)(内)(容)(形)(式)(的)(品)(牌)(IP,提)(升)(其)(内)(容)(的)(商)(业)(价)(值)(和)(品)(牌)(价)(值)(。今)(年)(以)(来)(,网)(易)(新)(闻)(陆)(续)(地)(与)(芒)(果)(TV、湖)(南)(卫)(视)(以)(及)(东)(方)(卫)(视)(等)(媒)(体)(达)(成)(平)(台)(级)(战)(略)(合)(作)(,后)(者)(将)(开)(放)(旗)(下)(综)(艺)(节)(目)(优)(质)(短)(视)(频)(内)(容)(并)(通)(过)(网)(易)(新)(闻)(实)(现)(高)(效)(分)(发)(,双)(方)(还)(将)(在)(引)(领)(用)(户)(内)(容)(消)(费)(升)(级)(的)(目)(标)(下)(,共)(同)(进)(行)(优)(质)(综)(艺)(内)(容)(IP化)(尝)(试)(。
“好)(内)(容)(”的)(建)(设)(,更)(离)(不)(开)(一)(个)(更)(加)(开)(放)(、友)(好)(、公)(平)(的)(内)(容)(生)(产)(平)(台)(构)(建)(和)(多)(元)(内)(容)(体)(系)(的)(丰)(富)(。除)(了)(独)(具)(优)(势)(的)(原)(创)(独)(家)(报)(道)(和)(社)(会)(热)(点)(资)(讯)(供)(应)(,网)(易)(新)(闻)(已)(经)(转)(型)(为)(多)(元)(化)(的)(泛)(资)(讯)(内)(容)(平)(台)(,通)(过)(细)(分)(兴)(趣)(品)(类)(内)(容)(、大)(力)(扶)(持)(多)(元)(内)(容)(形)(态)(、丰)(富)(青)(年)(文)(化)(兴)(趣)(圈)(层)(的)(知)(识)(等)(举)(措)(为)(用)(户)(提)(供)(更)(多)(的)(兴)(趣)(信)(息)(和)(知)(识)(增)(量)(内)(容)(。
不)(仅)(仅)(是)(传)(统)(图)(文)(内)(容)(,网)(易)(对)(短)(视)(频)(、直)(播)(、问)(答)(、泛)(娱)(乐)(直)(播)(等)(多)(元)(内)(容)(形)(态)(也)(提)(供)(大)(力)(度)(扶)(持)(。随)(着)(“直)(播)(TOP100PGC”、“短)(视)(频)(TOP100PGC”等)(计)(划)(的)(逐)(步)(实)(施)(,更)(多)(兴)(趣)(领)(域)(的)(优)(质)(账)(号)(和)(短)(视)(频)(、直)(播)(专)(业)(生)(产)(机)(构)(的)(加)(入)(,将)(为)(用)(户)(提)(供)(更)(具)(个)(性)(化)(和)(互)(动)(性)(的)(富)(媒)(体)(内)(容)(,满)(足)(用)(户)(对)(于)(不)(同)(领)(域)(资)(讯)(的)(多)(元)(化)(需)(求)(。从)(产)(品)(方)(面)(,以)(智)(能)(推)(荐)(、短)(视)(频)(、跟)(贴)(、用)(户)(生)(态)(运)(营)(等)(为)(代)(表)(,从)(分)(发)(、阅)(读)(、交)(互)(、分)(享)(、评)(论)(等)(环)(节)(全)(面)(提)(升)(用)(户)(体)(验)(。
从)(“有)(态)(度)(”到)(“各)(有)(态)(度)(”的)(品)(牌)(定)(位)(的)(变)(化)(,不)(但)(意)(味)(着)(网)(易)(新)(闻)(完)(成)(了)(从)(以)(往)(传)(统)(的)(资)(讯)(报)(道)(平)(台)(,向)(专)(注)(于)(兴)(趣)(领)(域)(、知)(识)(增)(量)(的)(泛)(资)(讯)(平)(台)(的)(转)(型)(成)(功)(;更)(意)(味)(着)(网)(易)(新)(闻)(真)(正)(践)(行)(有)(态)(度)(的)(战)(略)(意)(识)(进)(一)(步)(的)(明)(确)(,这)(是)(符)(合)(内)(容)(消)(费)(升)(级)(大)(潮)(下)(,资)(讯)(平)(台)(竞)(争)(和)(发)(展)(趋)(势)(的)(战)(略)(抉)(择)(。
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