The Study Of Xinhuanet News Client "Xinhua Xuanwen"

With the development of the mobile Internet,mobile devices are constantly being upgraded,and the advantages of mobile phone users are becoming more and more obvious in the news dissemination.Under the new environment and trend,users are no longer satisfied with the traditional information acquisition mode,and mobile phones have become the main channel for people to obtain information in their daily life.This also means that the media attributes of mobile terminal devices are increasingly prominent.Since Sina's first news client prototype SINAGO launched in 2008,many portal news clients have sprung up,and traditional news media have also created their own mobile clients,such as Xinhua News Agency,People's Daily,Guangming Daily,and so on.Throughout the current mobile news client market,the portal and aggregate news clients represented by "Toutiao" and "Tencent News" account for half of the market in the industry,the popularity and usage rate of traditional media news clients in users is relatively backward.Taking Xinhuanet,the research object of this paper,as an example,Xinhuanet,as a news website hosted by Xinhua News Agency,is an important window for netizens at home and abroad to learn China.As early as February 2012,Xinhua Net has released the "Xinhua Xuanwen",news client,Almost at the same time as the major portals,so also took the lead in the market.Relying on the strong resources,influence of the parent media,and itself unremitting efforts,"Xinhua Xuanwen" Application was once brilliant in the early days of its founding,and was highly recognized by the industry and users.However,as time goes by,its popularity and influence are far less than the news clients such as "NetEase News"and "Toutiao",and its ranking is behind 100 in the major news client rankings nowadays.The author believes that the development track,the current status of silence and backwardness of the second generation of the Xinhua system—"Xinhua Xuan Wen",which are worthy of our consideration.This paper intends to use the mobile news client as the research object,and focuses on the exploration and practice of the development of traditional mainstream media integrates new media.Through the analysis and research of the case Xinhuanet "Xinhua Xuanwen" Application,trying to explore its development overview,existing problems and prospects.In addition,through case studies,it is expected to provide reference for other news client development.The paper is divided into five chapters.The first chapter is the introduction,which includes the source,purpose,significance,methods,summary and ideas of research.The second chapter is the case analysis part of the article.Through analyzing the current development overview,brand positioning,interface design,column setting,function setting and features,and profit model of Xinhua Xuanwen",the product form is deeply interpreted.The third chapter focuses on the news content of "Xinhua Xuanwen",and uses content analysis method to summarize and analyze its news reports features from four aspects:content positioning,content editing system,news content reporting characteristics,communication and promotion channels.The fourth chapter gives a depth analysis of the problems existing in the current development of"Xinhua Xuan Wen",which based on the questionnaire survey method and comparative analysis method.The fifth chapter is based on the survey and research results of previous chapters,and provides suggestions and prospects for the future development of "Xinhua Xuanwen",in the hope that it can develop better and provide reference for other related media.The study found that the research object "Xinhua Xuanwen" client is in a bottleneck period and exists many problemes,such as low download volume,weak influence,vague product features,single news production mode,poor user interaction experience,and indistinct profit model,and so on.And these are the problems that traditional media,which are lagging behind in development,are common in the practice of news client exploration.Finally,the author concludes that in the new situation of media integration,traditional media needs to keep Internet and new media thinking in the process of transforming new media.If Xinhua Xuanwen news client wants to break through the fierce market competition,it needs to pay more attention to five aspects:clear its own product positioning,form the brand core competitiveness;establish user thinking,pay attention to user experience and feedback;innovative content production method,Enrich the content presentation form;explore diverse profit models;go out of information manufacturing,and work hard on relationship building,and these suggestions are also useful for the healthy development of other types of news clients.