Analysis Of The Front Page Of China's Journalistic Websites

If some event had a great influence on China' s media history in 20th century, it must be the emergence of internet. Although internet only influences and changes the channels by which journalistic facts are spread, the intension and extension as well as contents and forms of journalstic activities have undergone essential changes. The front page of China' s journalistic websites contributes the most for these essential changes.By using two basic concepts of marketing ?"positioning" and "branding", this dissertation tries to take the front page of China's journalistic websites as a kind of product in market competition and do some academic researches. The first chapter has a brief review on the development of the front page of China's journalistic websites, analyzing the specific characteristics of internet news and discussing the relations between internet news and front pages. It points out the disadvantages in the front pages of China's journalistic websites and puts forward the concept of "positioning". And then it takes a preliminary position on the front page of journalistic websites. In chapter two and chapter three, on the basis of positioning the front page of journalistic websites, this dissertation undertakes a qualitative analysis on the front pages of several China's famous journalistic websites from the aspects of content and form, and finds out their advantages and disadvantages. What's more, it proposes concrete designs on front pages from the angle of "systematic optimization" . It divides front pages which are taken as a kind of product into several levels and proposes concrete marketing strategies. In chapter four, basing on the developing trend of China's journalistic websites, this dissertation combines with the changes in journalistic websites' competitions and points out the concept of "branding" , which promotes the front page of journalistic websites to a new level. Moreover, combining with the characters of front pages, it also do some researches on the elements of branding, communication strategies and data-base marketing in order to design front pages with competitive capability and good social effect and economic returns.