传统媒体新闻APP市场竞争乏力分析

A Study of Poor Market Competitiveness of Traditional Media News Applications

传统媒体手机新闻客户端相较于该领域领跑的腾讯新闻、今日头条和网易新闻等,其传播力、影响力、舆论引导力有限,同时市场运营的回报甚少,市场竞争力较弱。造成这种现状的原因是传统媒体固守传统的运营习惯,新媒体技术采纳迟缓落后,在被PC时代门户网站和客户端时代的新闻聚合平台对其原创内容两次合法洗劫后,仍以不受保护的新闻内容作为搏杀市场的主力,同时缺乏互联网的用户中心思维和对新闻APP的商品认知,推广与营销不足。

Compared with Tencent news, Toutiao news, Netease news, which are leading clients in new media, traditional media mobile news clients have limited power of dissemination, influence and public opinion guid-ance, therefore, they get less return and lack market competitiveness. The causes for the above problems are as follows： traditional media still keep their old-dated operating practices and lag far behind in applying new me-dia technology; after two defeats by web portals of PC times and news aggregation platforms of clients times successively, the traditional media still take the non-protected news as the main means in the market competi-tion; meanwhile, the traditional news media organizations lack user -centered thinking of the Internet, and news-APP-as-commodity cognition, thus marketing and promotion of mobile news clients are insufficient.