In recent years, Nanyang.com, with the attention and support of party committees and leaders at all levels, has the courage to practice, pioneer and innovate, and has embarked on a unique and innovative path in the construction of network culture.

1. Strengthen the construction of Internet culture, occupy the online publicity position, and develop a news dissemination model with three-level website cluster linkage in cities, counties, and townships

(1) Integrate news information resources and build three Level website cluster

1. Integrate county and township Internet news information resources. First, in 2005 and 2006, Nanyang Network integrated and opened 13 county and city branch networks including Wolong, Wancheng, Tongbai, and Dengzhou, and successively equipped news editing and reporting personnel for the county and city branch networks; second, In the past three years, more than 180 township subnets in 10 counties and cities have been integrated and launched. Each township website has also produced village-level web pages for township units and villages under its jurisdiction; third, in the past two years, county and city TV stations have been launched In the news "Internet Project", 10 counties and cities have realized the Internet access of TV news.

2. Build a municipal-level comprehensive information platform. Based on the local reality of Nanyang, Nanyang.com has successively produced and opened 19 special professional channels such as Nanyang Community, Nanyang Culture Network, Government Online, Nanyang Tourism Network, Health Network, Food Network, etc., covering all aspects of information from all walks of life in Nanyang. Currently, these 19 channels The total number of web pages of this professional channel reaches more than 500,000, and the number of clicks is equal to that of Nanyang.com's news web pages. It has become a "living map" and encyclopedia for Nanyang netizens online.

(2) Innovate the publicity and management mechanism, occupy the online publicity position, and form a three-level management system for online news

1. Implement the "three unifications" of domain name, design and production, and server management. First, in order to facilitate external communication, each website has its own independent domain name and Chinese name. However, in order to be integrated and become bigger and stronger, the domain names of each website are jumped to the second or third level domain name of Nanyang.com to achieve practical The domain name on the website is unified; second, all websites are designed and produced by Nanyang.com to achieve relative unity in tone, system, and style; third, all websites are placed on Nanyang.com servers to facilitate unified management in terms of technology and security. .

2. Form a three-level communication system for online news in cities, counties and townships. Nanyang.com has three news release channels: First, Nanyang.com news editors release news through the backend of the main website; second, county and city sub-networks and township editors release news through the back-end of each sub-network; second, more than 910 correspondents in the city publish news through the main correspondent station. Breaking news in the background.

As for the editorial team, Nanyang Network only has more than 10 news gathering and editing staff on the surface. In fact, including the editors and editors of 13 county and city websites and township sub-network managers, there are more than 190 professionals. The part-time website editing and management team provides news information management services, forming an office management model for running news websites remotely.

3. Establish and improve a strict news review and control mechanism. In terms of column management and review and control, firstly, the news on Nanyang.com’s main website implements a three-level review and review process, namely the column news editor, the director of the news department, and the general person in charge of the website. The second is to implement a four-level review and control process for county and city network news, namely, county and city news editors, network directors, Nanyang network news supervisors, and news department directors. The third is to stipulate that township editors only have the right to enter news, and follow the same four-level review and control procedures as county and city news.

4. Establish and improve an incentive mechanism for online news publishing. In the management of news publicity in counties and cities, based on the actual situation of Nanyang, the "Internet News Publicity Work Evaluation Plan" was formulated, and a news scoring notification system was implemented. Every two months, the publications of counties and cities were ranked according to their scores. The following Issued to county and city party committee secretaries, county and city mayors, county and city party committee deputy secretaries, publicity ministers, in-charge ministers and network directors. Based on this, we select advanced units for Internet news promotion every year, which not only increases the enthusiasm for publishing online, but also strengthens the team building of correspondents and commentators.

(3) Strengthen the construction of the three teams of online editors, correspondents and commentators, and improve the quality and level of online news propaganda

1. Establish an "Online Editor QQ Group". First, articles about online news editing are regularly reprinted and online training is provided; second, new techniques discovered during editing practice are exchanged with each other to achieve full sharing; third, reviewers publish errors that occur in individual editors at any time, which plays a role. Warning effect.

2. Carry out good news selection activities to improve the quality of original news. Monthly, quarterly and annual good news selection activities have been carried out. Good news is selected through online voting and judges' scores, and is put on the honor list of Nanyang.com and given certain rewards. At present, the team of correspondents has grown to 913, and more than 220 articles are published every day. These original news account for more than 80% of local news on Nanyang.com.

3. Hire special commentators. A team of commentators consisting of more than 80 people has been established, and 13 outstanding personnel have been selected and hired as special commentators of Nanyang.com. Through various forms such as holding commentator experience exchange meetings, business training, and settling a certain amount of remuneration, everyone can actively Devote yourself to news review writing.

2. Establish an interactive platform and form four teams to attract local netizens and expand social influence

In November last year, in response to the rapid development of online interaction in our city, Nanyang.com established An interactive platform-Nanyang Community Forum was set up. In the nearly one year since its establishment, the forum has more than 13,000 registered members and an average of about 3,000 posts per day. It has become a very influential forum in Nanyang.

The specific methods are:

1. Organize live forums to attract netizens. Nanyang Community has more than 180 moderators in 64 columns in 8 districts, forming a three-level management system of president, district chief and moderator. On the one hand, it often organizes and carries out selection activities for outstanding district chiefs and moderators to mobilize the enthusiasm of these management teams. ; On the one hand, some outdoor entertainment activities are often carried out to form the cohesion of netizens' love for the community.

2. Create a live complaint column to relieve the emotions of netizens. From a certain perspective, Nanyang Community, as an official forum of the Municipal Party Committee and Municipal Government, is a public sandbag for Nanyang netizens to vent their emotions and dissatisfaction. When netizens are emotional, they can just punch the sandbag twice to vent their anger. Otherwise, they will go to other places to vent their anger. For this reason, a special column for people's livelihood complaints has been opened to allow netizens to express their complaints. In terms of handling reported issues, firstly, active guidance is provided on major issues or hot topics involving the municipal party committee and municipal government; secondly, general issues are left open to netizens to report, and netizen reporters are also dispatched to report on some targeted issues. Issues are tracked and fed back, and problems are solved so that netizens can relieve their emotions and feel at home here.

3. Establish a tribe of netizen journalists to collect and write hot news reports as soon as possible. In today's Internet era, netizens can post people and things happening around them online. Everyone is a reporter. Although they are not professional, they must be allowed to speak. In order to guide them not to talk nonsense, to speak better, and to collect and publish events objectively, accurately and truthfully as news, Nanyang.com drew on the experience of Dahe.com and established the Nanyang Netizen Reporter Tribe in April this year to recruit A group of members who are progressive in political ideology and have the courage to promote social righteousness have been recruited as netizen journalists, and have been issued unified interview certificates that can be checked online. As of now, there are more than 160 netizen journalists, each working in a group of 5 to 8 people. There are 24 groups. In addition to regular organized training, they are also allowed to work as a group to help and improve together. , selects good news from online journalists once a month. Currently, this group of people has become not only an important force active on the Internet, but also an outstanding group welcomed by ordinary people in reality. It is known as a beautiful scenery in Nanyang. Recently, he composed the song of Nanyang Internet Journal, which is gradually being sung online.

4. Establish a team of commentators to correctly guide online public opinion. Nanyang.com has established a team of more than 80 commentators. On this basis, it has selected nearly 20 people to form a capable team, using different commentators at different levels to provide commentary guidance. In response to the more radical emotions of forum netizens and the big problems that cannot be solved at the moment, various techniques and methods such as changing roles, transferring conflicts, comparing with each other, avoiding important issues and taking advantage of the less important are used to guide them. For emergencies, the experience gained in work practice is to firmly grasp three very critical time periods: namely, the information burst period within 3 hours, the deep extension period within 10 hours, and the relative stability period within 24 hours. , publish different news facts and provide effective guidance according to the needs of netizens in different periods. Since the beginning of this year, we have effectively guided five major emergencies in Nanyang community, including the "3.6" Xingfu community explosion, the poisoning of students in Tanghe, and the death of a person in front of the municipal party committee, ensuring that there was no widespread hype on the Internet.

In short, through the Nanyang community platform, Nanyang.com leveraged the interweaving of the forum management team, netizen reporter team, and commentator team to attract local netizens and achieve a high degree of consistency and organic integration of the interests of the party and the people. Unification has expanded social influence and has become a household name in Nanyang community and a household name in Nanyang Internet Journal in urban areas and many counties and villages.

3. Be self-reliant, pioneer and innovate, and find a path to the rise of a market-oriented news website.

At the end of 2004, the leaders of the Propaganda Department of the Municipal Party Committee decided to make Nanyang Network relatively independent and carry out Market-oriented operation. In the past five years, Nanyang.com has grown from an initial half-room with two computers and three people to now 19 people, four departments, five servers and other fixed assets worth nearly one million yuan. It is the market that has given Nanyang.com the space to grow and develop. and opportunities.

(1) Cultivate compound talents who adapt to the market

1. Strictly control the recruitment of compound talents. What Nanyang.com needs most is multi-specialized and multi-functional talents, so it strictly controls three conditions in recruitment: news gathering and editing ability, website design and production ability and public communication ability.

2. Strengthen training and improve overall quality. Focusing on the three aspects of news gathering and editing, network technology, and business operations, we regularly and irregularly carry out monthly reviews of good news, technology competitions, keynote speeches, business scenario simulations and other activities to continuously improve their comprehensive capabilities; at the same time, we refine each work Quantify into scores, carry out comprehensive evaluation, and link with bonuses to achieve the effect of motivating the advanced and spurring the underachievers. Now, everyone has become a generalist after several years of hard work.

(2) Be brave in innovation and open up multiple income-generating channels

1. Increase income by integrating county, city, and township network resources. First, during the integration, Nanyang.com will uniformly design and produce the website for them and charge a fee lower than the market; second, it will charge a certain domain name fee, website protection fee, space fee, etc. every year.

2. Undertake the design and production of commercial websites for the society. In the past five years, we have made friends with all walks of life, created more than 160 websites for party and government departments, enterprises, stores, etc., and provided them with space rentals to achieve the purpose of generating income.

3. Carry out online advertising business.

Taking advantage of Nanyang.com's largest traffic and social influence in Nanyang, we carry out commercial website promotion, product sales, image display and other advertising services on the homepage and content page advertising positions of each channel and sub-network of Nanyang.com.

4. Organize Internet publicity activities. In the past few years, the "Mobile Cup" I Offer Good Ideas for Nanyang event, the Campus Singer Grand Prix, online interviews and other activities have been carried out to generate income through co-organizers and corporate sponsorships.

5. Agency business. Based on the actual situation, we have acted as an agent for various Internet businesses such as website domain names, real-name applications, and Baidu advertising.

The road to marketization has allowed Nanyang.com to get out of the difficulties. It has gradually adapted through practical exploration, embarked on a sound operating track that relies on the continuous development and growth of the market, and embarked on a path without the economic backing of traditional media. Independent development model.

IV. Enlightenment and reflections on the innovation model of Nanyang.com

(1) Identifying the connection point between the current network culture construction and online news dissemination to form a scale effect

The central and provincial “two offices” documents have repeatedly emphasized that “the main task of network culture construction and management is: to build an ideological and cultural communication platform with wide influence.” But how to build it and in what way? It has always been a topic discussed by people all over the country. Nanyang.com comprehensively integrates and manages various online cultural information resources at the four levels of city, county and rural areas, such as economy, tourism, specialty industries, folk customs, etc. It has indeed formed a widely influential online ideological and cultural communication platform. Not only that, but the powerful publicity function of the news website has been extended to the county, city and township levels, thus forming a three-level release and dissemination system of news publicity, solving the problem of "occupying local network positions with correct public opinion". Therefore, this platform has become the joint point between the construction of Internet culture and the dissemination of online news. It not only solves the problem of small websites and no-one clicks in the construction of Internet culture, but also solves the timely update of news that some people create but no one cares about. "Dead network" problem.

We can firmly believe that with the rapid popularization of the Internet and the continuous enrichment of the content of Nanyang.com, a comprehensive website cluster, it will surely become the "information treasure house" of Nanyang's online culture and will surely lift up Nanyang. Half of the network culture construction has become an "aircraft carrier" leading the construction of Nanyang's network culture, which has a greater social effect in establishing a good online image of Nanyang.

(2) The three-level news dissemination matrix of the network cluster forms a joint force for remote network operation and strengthens the discovery of original news

In the website cluster of Nanyang.com, the News Center , the main correspondent station and 19 professional channels constitute the municipal communication system, 13 county-level and city-level networks constitute the county-level communication system, and numerous township sub-networks constitute the township-level communication system. Each website in these three systems It has its own development area and space horizontally, and there are various connections with each other vertically, thus forming a network matrix focusing on the dissemination of news information.

In this network matrix spread across Nanyang counties and townships, all websites have corresponding news editors and news gathering teams. On the one hand, each website has its own back-end management and responsibility authority. Editors can edit and publish news through computers anytime and anywhere, and each correspondent can enter the news he or she has written into the backend for review by the editor, thus realizing the remote management of news websites and forming a "people-to-people communication" On the other hand, nearly a thousand correspondents are spread all over the mountains and rivers of Nanyang, shuttling among the more than 11 million people in Nanyang. They can record news events happening around them anytime and anywhere, and publish the news online anytime and anywhere. , not only improves the timeliness of news, but also publishes exclusive news, strengthens the discovery of original news, changes the bad habit of news websites reprinting and reprinting the same, and enhances the vitality of news websites.

(3) Emphasis on construction and management simultaneously, creating an innovative mechanism for online news publicity and management

“Adhere to construction with one hand and management with the other, strengthen management during construction, and promote development through management ." This is one of the principles of the construction and management of my country's network culture. In the construction of the website, Nanyang.com always puts management first. In terms of news review, it has established and improved the review and control system for all types of news at all levels, and conducts training and exchanges through the "Editor QQ Group"; in the review of counties and cities In terms of district news publicity management, the "Internet News Publicity Work Evaluation Plan" has been formulated and a news scoring reporting system has been implemented. In terms of internal management, various tasks have been refined and quantified into scores, and all staff have been comprehensively evaluated and combined with bonuses. In terms of management of the team of correspondents and commentators, we have carried out monthly, quarterly and annual good news selection activities and hired special commentators.

The establishment and healthy operation of these systems not only ensure that such a large website cluster can handle and manage the network according to law, but also the sound and effective management promotes the healthy development of the website cluster. The healthy and uplifting cultural information continues to be enriched, and the influence of positive public opinion continues to increase, gradually forming the backbone of network culture construction.

(4) News websites are based on the market and carry out diversified operations, which is the foundation of development

In the past five years, Nanyang.com has indeed tempered itself and grown in the market's rapid growth. Oneself, also achieved oneself. They are exposed to the market and cultivate compound talents who adapt to the market; they are in line with the market, carry out various business operations to the best of their ability, gain a firm foothold, and gradually become bigger and stronger.

The market development path of Nanyang.com gives us a revelation: whether it is a large news website or a local news website, it has its own survival market and development space. The market is the foundation of development. As long as you dare to enter the market and stand bravely, If you are at the forefront of the trend, you will definitely be able to find gold in the market and continue to grow bigger and stronger.

(5) It has opened up a new way for local news websites to develop independently without relying on traditional media

Currently, our country’s news websites are in the early stages of development. In terms of news sources, they need the support of traditional media. A large amount of original news; development requires government financial support or traditional media support. However, the practice of Nanyang.com has proved that on the one hand, they can rely on a large-scale website cluster and a team of nearly a thousand correspondents to make up for the shortcomings of their own original news and create their own news features; on the other hand, they can rely on market operations to be self-reliant and independent. Develop and grow. Because they have done this, they gradually lost the handrails of adults and grew from a toddler to a "little adult" walking independently, achieving the organic unity of social and economic benefits. It can be said that Nanyang.com has opened up a new model for local news websites to develop independently without relying on traditional media such as newspapers and television.

(6) It is a useful exploration of the necessity and feasibility of development of local news websites in my country

In recent years, the country has also moderately relaxed and tried to News website development and management. Judging from the actual situation in Nanyang, there are more than 11 million people in Nanyang, which is equivalent to one-half of the population of Taiwan. It is similar to the population of Belgium, Greece, Hungary and other countries. How to build a good network culture in such a large and populous city? How to use correct public opinion to occupy the Internet culture propaganda position and firmly grasp the initiative in the development of Internet culture. It is impossible not to have a large-scale Internet culture propaganda position, especially the development of a prefecture-level news website that guides correct public opinion. necessity. Judging from the development of Nanyang.com, this three-level city, county and township linkage news website cluster development model and three-level management model is a relatively successful attempt to occupy the online cultural propaganda position. It is not only necessary but also has certain feasibility.

In short, in recent years, the website clustering and marketization path taken by Nanyang.com can be regarded as an innovative path in the development of my country's online media. Although it has just started and many aspects are not perfect yet, This innovative model has certain practical significance for the survival necessity and development feasibility of local news websites in my country and is worth learning from.