《新媒体技术基础（双语）》课件-1.4 常见的新媒体平台

模块一：新媒体技术认知Module1:CognitionofNewMediaTechnology单元四：常见的新媒体平台Module4:CommonNewMediaPlatforms02视频类平台Videoclassplatform导购类平台Shoppingguideplatform综合类平台Comprehensiveclassplatform音频类平台Audioclassplatform目

录Contents06010305问答类平台Q&Aclassplatform媒体类平台Mediaclassplatform0401综合类平台ComprehensiveplatformPARTONE综合类平台微信Wechat微博Weibo今日头条Today'sheadlines综合类平台Comprehensiveplatform微信WeChat微信是目前国内应用最广泛的超级App。微信是腾讯在移动互联网兴起时，专门针对移动互联网打造的一款社交产品。不同于互联网时代的QQ，微信具有更强的手机操作性和更具有隐私性的分享功能。可以给好友发送文字消息、表情和图片，还可以传送文件，与朋友视频聊天，还可以浏览聊天中分享的视频号视频和视频号直播。微信对话、微信群、朋友圈、微信公众号、微信支付、小程序、看一看、微信短视频等产品组合成为了超强的综合平台。WeChatiscurrentlythemostwidelyusedsuperappinChina.WeChatisasocialproductcreatedbyTencentspecificallyforthemobileInternetwhenthemobileInternetwasrising.DifferentfromQQintheInternetera,WeChathasstrongermobilephoneoperationandmoreprivatesharingfunction.Sendtextmessages,emoticons,andpicturestoyourfriends,transferfiles,videochatwithfriends,andbrowseChannelsandliveChannelssharedinchats.WeChatconversation,WeChatgroup,Moments,WeChatpublicaccount,WeChatPay,miniprogram,takealook,WeChatshortvideoandotherproductcombinationshavebecomeasupercomprehensiveplatform.综合类平台Comprehensiveplatform微信WeChat2018年Q1微信和WeChat的合并月活跃账户数达到10.40亿，比去年同期增长10.9%InQ12018,thecombinednumberofmonthlyactiveaccountsofWeChatandWeChatreached1.040billion,anincreaseof10.9%overthesameperiodlastyear内容创业者们对公众号依然热情未减。2017年Q3保持正常更新的公众号高达350万个，同比增长14%，月活关注用户7.97亿，比去年同期增加19%Contententrepreneursarestillenthusiasticaboutpublicaccounts.InQ32017,3.5millionpublicaccountswerekeptuptodate,ayear-on-yearincreaseof14%,and797millionmonthlyactivefollowers,anincreaseof19%overthesameperiodlastyear庞大用户群体Hugeuserbase综合类平台Comprehensiveplatform微信WeChat

微信公众平台开放九大接口TheWeChatpublicplatformopensninemajorinterfaces平台具备营销发展倾向Theplatformhasamarketingdevelopmenttendency对于营销持开放态度Beopentomarketing为营销提供更多可能性Morepossibilitiesformarketing综合类平台Comprehensiveplatform微博Weibo微博英文名Weibo，是相对博客而言的微型博客，是更轻便的社交分享平台。微博最初限定单条微博至多只能发140个字，但加大了图片权重，相比撰写博客的长文章来说，大大降低了用户发布信息的难度。最早的微博形态产品是美国的Twitter。2009年新浪网推出“新浪微博”，随着其他微博平台渐渐没落，2014年“新浪微博”正式改名为“微博”，成为熟知的社交产品。Weibo,knownasWeibo,isamicro-blogcomparedtoblogsandalightersocialsharingplatform.WeiboinitiallylimitedasingleWeibotoamaximumof140words,butincreasedtheweightofimages,whichgreatlyreducedthedifficultyofuserstopostinformationcomparedtowritinglongblogposts.TheearliestWeiboformproductisTwitter,theUnitedStates.In2009,Slaunched"SinaWeibo",andasothermicrobloggingplatformsgraduallydeclined,"SinaWeibo"wasofficiallyrenamed"Weibo"in2014andbecameawell-knownsocialproduct.综合类平台Comprehensiveplatform微博Weibo微博的特点是开放和社交，受众偏向年轻群体及文化水平较高的用户。微博的文字配图片发布形式，既提高了发布效率，也提高了阅读和传播效率。随着短视频行业的发展和普及，微博也在向短视频倾斜。Weiboischaracterizedbyopennessandsocialization,withanaudiencebiasedtowardsyoungergroupsanduserswithhighliteracylevels.ThetextandpicturereleaseformofWeibonotonlyimprovesthereleaseefficiency,butalsoimprovesthereadinganddisseminationefficiency.Withthedevelopmentandpopularizationoftheshortvideoindustry,Weiboisalsotiltingtowardsshortvideos.综合类平台Comprehensiveplatform微博Weibo即时性Immediacy广泛性Generalized互动性Interactivity微博的独特优势TheuniqueadvantagesofWeibo综合类平台Comprehensiveplatform今日头条Today'sheadlines今日头条是基于数据挖掘的新媒体内容聚合平台。它的广告口号是“你关心的，才是头条”。今日头条通过受众社交行为、阅读行为、地理位置、职业、年龄等计算分析出用户兴趣，并根据用户动作即时更新用户模型。然后根据每个用户的兴趣、位置等多个维度进行个性化推荐，推荐内容不仅包括狭义上的新闻，还包括音乐、电影、游戏、购物等资讯。Toutiaoisanewmediacontentaggregationplatformbasedondatamining.Itssloganis"Whatyoucareabout,it'stheheadlines."Toutiaoanalyzesuserintereststhroughaudiencesocialbehavior,readingbehavior,geographicallocation,occupation,ageandothercalculations,andupdatestheusermodelinrealtimeaccordingtouseractions.Thenpersonalizedrecommendationsaremadeaccordingtoeachuser'sinterests,locationandotherdimensions,andtherecommendedcontentincludesnotonlynewsinanarrowsense,butalsomusic,movies,games,shoppingandotherinformation.综合类平台Comprehensiveplatform今日头条Today'sheadlines它没有采编人员，不生产内容，没有立场和价值观，而是由算法模型记录用户在今日头条上的每一次行为，基于此计算出用户的喜好，推送用户最有可能感兴趣的内容。当用户使用社交账号登陆今日头条时，通过算法解读使用者的兴趣DNA，用户每次动作后更新用户模型，越用越懂用户，从而进行精准的阅读内容推荐。个性化推荐Personalizedrecommendations海量资讯Massiveinformation自媒体平台SelfmediaplatformIthasnoeditorialstaff,nocontent,nostanceandvalues,butanalgorithmicmodeltorecordeverybehaviorofusersonToutiao,basedonwhichtheuser'spreferencesarecalculated,andpushthecontentthattheuserismostlikelytobeinterestedinWhenuserslogintoToutiaousingsocialaccounts,theuser'sinterestDNAisinterpretedthroughalgorithms,andtheusermodelisupdatedaftereachaction,soastounderstandtheusermoreandmore,soastomakeaccuratereadingcontentrecommendations.02视频类平台VideoplatformsPARTTWO视频类平台Videoplatforms随着传输速度的提高，视频行业呈现爆发式、多样化发展，已形成成熟的内容生产和分发模式，平台类型也日渐清晰。常见的视频类平台有发布长视频为主的优酷、爱奇艺、腾讯视频等，以及以发布短视频为主的抖音、快手、哔哩哔哩、西瓜视频等。短视频更适合在移动状态和休闲状态下观看，随着移动终端的普及而成为当前时尚潮流。Withtheimprovementoftransmissionspeed,thevideoindustryhasshownexplosiveanddiversifieddevelopment,hasformedamaturecontentproductionanddistributionmodel,andtheplatformtypeisbecomingclearer.CommonvideoplatformsincludeYouku,iQiyi,TencentVideo,etc.,whichmainlypublishlongvideos,andDouyin,Kuaishou,Bilibili,andWatermelonVideos,whichmainlypublishshortvideos.Shortvideosaremoresuitableforviewinginmobileandcasualstates,andhavebecomeacurrentfashiontrendwiththepopularityofmobileterminals.秒拍西瓜视频视频类平台Videoplatforms抖音TikTok抖音在2019年成为短视频行业的佼佼者。2016年上线初期只是以大学生及一线城市的年轻人为主的音乐短视频社区。凭借字节跳动的信息流算法推荐技术，在近几年持续发展，用户下载量和活跃度持续走高。Douyinbecamealeaderintheshortvideoindustryin2019.Atthebeginningofitslaunchin2016,itwasonlyamusicshortvideocommunitydominatedbycollegestudentsandyoungpeopleinfirst-tiercities.WithByteDance'sinformationflowalgorithmrecommendationtechnology,ithascontinuedtodevelopinrecentyears,andthenumberofuserdownloadsandactivityhascontinuedtorise.视频类平台Videoplatforms抖音TikTok随着抖音的全民普及，抖音的Slogan从“让崇拜从这里开始”更换为“记录美好生活”，定位调整为全民生活分享短视频App，用户群体也从年轻人为主向中老年及青少年辐射，在地域分布上，更是由一线城市向二三线城市普及。视频从初期15秒的限制，也已逐步放开。2021年，受直播带货兴起的影响，抖音提出了“兴趣电商”的新定位。WiththepopularizationofDouyin,Douyin'sSloganhaschangedfrom"letworshipstarthere"to"recordagoodlife",anditspositioninghasbeenadjustedtoashortvideoappforsharinglifeforallpeople,andtheusergrouphasalsoradiatedfromyoungpeopletomiddle-agedandelderlypeopleandteenagers,andintermsofgeographicaldistribution,ithasbeenpopularizedfromfirst-tiercitiestosecond-andthird-tiercities.Theinitial15-secondlimitforvideohasalsobeengraduallyrelaxed.In2021,affectedbytheriseoflivestreaminggoods,Douyinproposedanewpositioningof"intereste-commerce".视频类平台Videoplatforms抖音TikTok截至2020年1月5日，抖音日活跃用户数超过4亿。AsofJanuary5,2020,Douyinhasmorethan400milliondailyactiveusers.（数据来自《2019抖音数据报告》）(Datafromthe2019TikTokDataReport)视频类平台Videoplatforms抖音TikTok抖音平台最初由技术流和一些内容原创段子手入驻，优质的平台吸引了更多用户，开始有更多头部大号从微博或者公众号转战到抖音短视频阵营众多粉丝，带了粉丝经济收益的可能；粉丝经济聚集的越大，形成一个强大的平台的变现能力也越强从短视频发展现状也可以看出，抖音用户数量多，增长较其他短视频APP快，为营销带来了一定的用户基础引流力强Strongdrainage粉丝量大Alargenumberoffollowers变现力强StrongmonetizationTheDouyinplatformwasinitiallysettledbytechnicalstreamersandsomecontentoriginaljokers,andthehigh-qualityplatformattractedmoreusers,andmoreheadsbegantoswitchfromWeiboorpublicaccountstotheDouyinshortvideocampItcanalsobeseenfromthedevelopmentstatusofshortvideothatDouyinhasalargenumberofusersandgrowsfasterthanothershortvideoapps,bringingacertainuserbaseformarketingManyfans,bringingthepossibilityofeconomicbenefitsforfans;Thelargerthefaneconomy,thestrongerthemonetizationabilitytoformapowerfulplatform视频类平台Videoplatforms快手quickworker快手是于2011年诞生的一个短视频社交平台，用户可以在快手上发布自己原创的、有趣的视频与其他用户分享，只要视频有意思，就能吸引更多关注，被更多用户看到。Kuaishouisashortvideosocialplatformbornin2011,userscanposttheirownoriginalandinterestingvideosonKuaishoutosharewithotherusers,aslongasthevideoisinteresting,itcanattractmoreattentionandbeseenbymoreusers.快手与其他社交平台相比，更加“接地气”，受到广大用户的青睐和一如既往的支持，快手对草根阶层深耕，用户定位“社会平均人”，用户群体以三四线城市用户为主，运营理念是去中心化。Comparedwithothersocialplatforms,Kuaishouismore"grounded",favoredandsupportedbythemajorityofusers,Kuaishouisdeeplycultivatedbythegrassrootslevel,usersarepositionedas"socialaveragepeople",theusergroupismainlyusersinthird-andfourth-tiercities,andtheoperationconceptisdecentralization.视频类平台Videoplatforms哔哩哔哩Bilibili哔哩哔哩（bilibili）网站于2009年6月26日创建，被粉丝们亲切地称为"B站"，是中国年轻人高度聚集的文化社区和视频平台。

FoundedonJune26,2009,bilibiliisaffectionatelyknownas"StationB"byfans,andisaculturalcommunityandvideoplatformwithahighconcentrationofyoungpeopleinChinaB站早期是一个ACG（动画、漫画、游戏）内容创作与分享的视频网站。经过十年多的发展，围绕用户、创作者和内容，构建了一个源源不断产生优质内容的生态系统，B站已经涵盖7000多个兴趣圈层的多元文化社区。Intheearlydays,StationBwasavideositeforACG(animation,manga,game)contentcreationandsharing.Aftermorethantenyearsofdevelopment,anecosystemofcontinuousproductionofhigh-qualitycontenthasbeenbuiltaroundusers,creatorsandcontent,andStationBhascoveredmorethan7,000multiculturalcommunitiesofinterestcircles.哔哩哔哩目前拥有动画、番剧、国创、音乐、舞蹈、游戏、知识、生活、娱乐、鬼畜、时尚、放映厅等15个内容分区。生活、娱乐、游戏、动漫、科技是B站主要的内容品类，并开设直播、游戏中心、周边等业务板块。Bilibilicurrentlyhas15contentdivisionssuchasanimation,fandrama,nationalcreation,music,dance,games,knowledge,life,entertainment,ghostanimals,fashion,andscreeninghall.Life,entertainment,games,animation,andtechnologyarethemaincontentcategoriesofstationB,andbusinesssectorssuchaslivebroadcast,gamecenter,andperipheralaresetup.视频类平台Videoplatforms哔哩哔哩Bilibili视频类平台Videoplatforms西瓜视频Watermelonvideo西瓜视频是字节跳动旗下的个性化推荐视频平台。2016年5月，西瓜视频的前身头条视频正式上线，并在2017年6月8日正式升级为西瓜视频。西瓜视频可以说是视频版的今日头条，拥有众多垂直分类，专业程度较高。该平台采用人工智能技术精准匹配内容与用户兴趣，致力于成为“最懂你”的短视频平台。WatermelonVideoisapersonalizedrecommendedvideoplatformownedbyByteDance.InMay2016,ToutiaoVideo,thepredecessorofWatermelonVideo,wasofficiallylaunchedandofficiallyupgradedtoWatermelonVideoonJune8,2017.Watermelonvideocanbesaidtobethevideoversionoftoday'sheadlines,withmanyverticalcategoriesandahighdegreeofprofessionalism.Theplatformusesartificialintelligencetechnologytoaccuratelymatchcontentanduserinterests,andiscommittedtobecomingashortvideoplatformthat"knowsyoubest".视频类平台Videoplatforms西瓜视频Watermelonvideo西瓜视频争夺的是横屏市场。西瓜视频拥有巨大的影视和综艺短视频资源，这些资源主要分为以下三类：用户发布的剪辑视频、西瓜视频自制的影视和综艺节目、第三方影视和综艺作品宣发。Watermelonvideoscompeteforthehorizontalscreenmarket.WatermelonVideohashugeshortvideoresourcesforfilm,televisionandvarietyshows,whicharemainlydividedintothefollowingthreecategories:editedvideosreleasedbyusers,filmandtelevisionandvarietyshowsmadebyWatermelonVideo,andthird-partyfilmandtelevisionandvarietyshowpublicity.03音频类平台AudioclassplatformPARTTHREE音频类平台Audioclassplatform目前国内网络音频主要包括音频节目（播客）、有声书（广播剧）、音频直播以及网络电台等实现形式。由于音频内容和形式的多种多样，在经过多年的发展后，音频平台及服务在激烈的市场竞争中由同质化向分化发展。国内常见的音频类平台有喜马拉雅FM、蜻蜓FM、荔枝FM、企鹅、千聊、懒人听书等。Atpresent,domesticnetworkaudiomainlyincludesaudioprograms(podcasts),audiobooks(radiodramas),audiolivebroadcastsandInternetradioandotherimplementationforms.Duetothediversityofaudiocontentandforms,afteryearsofdevelopment,audioplatformsandserviceshavedevelopedfromhomogenizationtodifferentiationinthefiercemarketcompetition.CommonaudioplatformsinChinaincludeHimalayaFM,DragonflyFM,LitchiFM,Penguin,Qiandao,LazyListeningandsoon.音频类平台Audioclassplatform喜马拉雅FMHimalayaFM喜马拉雅FM组建于2012年8月，是中国知名的音频分享平台，以“随时随地，听我想听”为口号，是超过6亿用户选择的最大的原创声音分享网络电台。FoundedinAugust2012,HimalayaFMisawell-knownaudiosharingplatforminChina,withthesloganof"Anytime,anywhere,listentowhatIwant",andisthelargestoriginalsoundsharingnetworkradiostationchosenbymorethan600millionusers.精彩内容包括有声书、相声段子、音乐、新闻、综艺娱乐、儿童、情感生活、评书、外语、培训讲座、百家讲坛、广播剧、历史人文等数亿条音频。Thewonderfulcontentincludesaudiobooks,crosstalkjokes,music,news,varietyentertainment,children,emotionallife,bookreviews,foreignlanguages,traininglectures,hundredsofforums,radiodramas,historyandhumanities,andhundredsofmillionsofaudios.定位为UGC（用户原创内容）模式的喜马拉雅除了拥有海量的节目音频之外，也已成为音频创作者最集中、最活跃的平台。PositionedasaUGC(UserGeneratedContent)model,Himalayahasbecomethemostconcentratedandactiveplatformforaudiocreatorsinadditiontohavingalargeamountofprogramaudio.音频类平台Audioclassplatform喜马拉雅FMHimalayaFM音频类平台Audioclassplatform蜻蜓FMDragonflyFM蜻蜓FM上线于2011年9月，是国内首家网络音频应用，以“更多的世界，用听的”为口号，为用户和内容生产者共建生态平台，汇聚广播电台、版权内容、人格主播等优质音频IP。蜻蜓FM总用户规模突破4.5亿，生态流量月活跃用户量1亿，日活跃用户2500万，平台收录全国1500家广播电台，认证主播数超35万名，内容覆盖文化、财经、科技、音乐、有声书等多种类型。LaunchedinSeptember2011,DragonflyFMisthefirstonlineaudioapplicationinChina,withthesloganof"MoreWorld,Listen"astheslogan,tobuildanecologicalplatformforusersandcontentproducers,bringingtogetherhigh-qualityaudioIPsuchasradiostations,copyrightcontent,andpersonalityanchors.ThetotaluserscaleofDragonflyFMexceeded450million,thenumberofmonthlyactiveusersofecologicaltrafficexceeded100million,thedailyactiveuserswere25million,theplatformincluded1,500radiostationsacrossthecountry,andthenumberofcertifiedanchorsexceeded350,000,coveringvarioustypesofculture,finance,scienceandtechnology,music,audiobooksandsoon.音频类平台Audioclassplatform荔枝FMLitchiFM荔枝上线于2013年10月，提出“人人都是播客”，致力于打造全球化的声音处理平台，帮助人们展现自己的声音才华。荔枝集录制、编辑、存储、收听、分享于一体，依托深厚的声音底层技术，用户可通过荔枝在手机内完成录音、剪辑、音频上传和语音直播。LaunchedinOctober2013,Litchiproposed"EveryoneisaPodcast",committedtocreatingaglobalsoundprocessingplatformtohelppeopleshowtheirvoicetalents.Litchiintegratesrecording,editing,storage,listeningandsharing,relyingonthedeepunderlyingsoundtechnology,userscancompleterecording,editing,audiouploadandvoicelivebroadcastinthemobilephonethroughLitchi作为互联网世界声音解决方案的提供者和服务者，荔枝开放给主播的NJ后台，具有全球领先的声音自媒体数据管理技术，主播可以实时监测到节目相关数据，包括节目播放、订阅、分享、点赞、下载数据，也包括收听节目的用户的地域、性别、收听时段、转发平台等数据。AsaproviderandserviceproviderofsoundsolutionsintheInternetworld,LizhiopensuptotheNJbackgroundofanchors,withtheworld'sleadingsoundself-mediadatamanagementtechnology,anchorscanmonitorprogram-relateddatainrealtime,includingprogramplayback,subscription,sharing,likes,downloaddata,aswellastheregion,gender,listeningperiod,forwardingplatformandotherdataofuserslisteningtoprograms.音频类平台Audioclassplatform荔枝FMLitchiFM04媒体类平台MediaplatformsPARTFOUR媒体类平台Mediaplatforms移动互联网时代，媒体类平台挤占了传统媒体的主流新闻市场，成为人们获取资讯的主要渠道。常见的媒体类平台有百家号、大鱼号、搜狐号、网易号、头条号、企鹅号。IntheeraofmobileInternet,mediaplatformshavecrowdedoutthemainstreamnewsmarketoftraditionalmediaandbecomethemainchannelforpeopletoobtaininformation.CommonmediaplatformsincludeBaijia,BigFish,Sohu,NetEase,Toutiao,andPenguin.媒体类平台Mediaplatforms百家号Baijianumber百家号是百度为内容创作者提供的自媒体平台，内容主要分发到手机百度、百度搜索、百度浏览器等百度产品上。创作者可以在平台实现内容发布、关注者管理和商业变现。Baijianumberisaself-mediaplatformprovidedbyBaiduforcontentcreators,andcontentismainlydistributedtoBaiduproductssuchasmobileBaidu,Baidusearch,andBaidubrowser.Creatorscanpublishcontent,managefollowers,andmonetizecommerceontheplatform.百家号的优点是重原创、重优质内容、收录好，但对内容的把关较严。TheadvantagesofBaijiahaoarethatitemphasizesoriginality,high-qualitycontent,andgoodinclusion,butthecontrolofcontentisstrict.媒体类平台Mediaplatforms百家号Baijianumber「号主页配置」是百家号为平台优质作者提供的打造个性化主页的功能，通过在号主页配置品宣区、直播、小程序、菜单等功能区，进一步帮助作者展示创作内容、延伸服务链条、促成流量变现，激励作者创作更多优质内容。准入条件：粉丝数≥1000；通过红V或蓝V或黄V认证。"HomepageConfiguration"isthefunctionofcreatingapersonalizedhomepageprovidedbyBaijiahaoforhigh-qualityauthorsontheplatform,whichfurtherhelpsauthorsdisplaycreativecontent,extendtheservicechain,promotetrafficmonetization,andmotivateauthorstocreatemorehigh-qualitycontentbyconfiguringproductpromotionareas,livebroadcasts,miniprograms,menusandotherfunctionalareasonthehomepage.Accessconditions:Numberoffollowers≥1000;CertifiedwithRedVorBlueVorYellowV.「主页配置」支持在号主页中配置品宣区、直播、小程序、菜单四大功能区，四大功能区可同时开启，自上而下在号主页中排列展示。"HomePageConfiguration"supportsconfiguringfourfunctionalareasinthehomepage,namelyproductpromotionarea,livebroadcast,miniprogram,andmenu,andthefourfunctionalareascanbeopenedatthesametime,anddisplayedinthehomepagefromtoptobottom.媒体类平台Mediaplatforms大鱼号BigFish大鱼号是阿里旗下的自媒体平台，其内容主要被分发到UC浏览器、土豆、优酷等阿里旗下平台。DayuisAlibaba'sself-mediaplatform,anditscontentismainlydistributedtoUCBrowser,Tudou,YoukuandotherAlibaba-ownedplatforms.大鱼号的特点是对新用户友好，新注册自媒体用户会获得新人推荐，在运营初期较易获得平台推荐。ThecharacteristicsofBigFisharefriendlytonewusers,andnewlyregisteredself-mediauserswillgetnewpeoplerecommendation,anditiseasiertoobtainplatformrecommendationintheearlystageofoperation.媒体类平台Mediaplatforms搜狐号Sohu搜狐号是搜狐的自媒体创作平台，特点是起步早、收录好，但市场占有率有限。搜号内容主要分发到搜狐网、手机搜狐网、搜狐新闻客户端3个平台。SohuisSohu'sself-mediacreationplatform,characterizedbyanearlystartandgoodinclusion,butitsmarketshareislimited.Thecontentofthesearchnumberismainlydistributedtothreeplatforms:S,SandSohuNewsClient.媒体类平台Mediaplatforms网易号NetEase网易号是网易旗下的自媒体开放平台，是网易传媒在完成两端融合升级后，全新打的自媒体内容分发与品牌助推平台。NetEaseisaself-mediaopenplatformunderNetEase,whichisabrand-newself-mediacontentdistributionandbrandpromotionplatformforNetEaseMediaaftercompletingtheintegrationandupgradingofthetwoends.网易号的特点是采用自动推荐和人工定向推荐相结的推荐方法，内容主要分发到网易新闻、网易客户端等网易平台。NetEaseischaracterizedbyarecommendationmethodthatcombinesautomaticrecommendationandmanualtargetedrecommendation,andthecontentismainlydistributedtoNetEaseplatformssuchasNetEaseNewsandNetEaseclient.媒体类平台Mediaplatforms网易号NetEase集高效分发、原创保护、现金补贴、品牌助推于一体的依托于网易传媒的自媒体发展服务解决平台。Itintegratesefficientdistribution,originalprotection,cashsubsidies,andbrandpromotionandreliesonNetEaseMedia'sself-mediadevelopmentservicesolutionplatform.媒体类平台Mediaplatforms头条号Headlinenumber头条号是今日头条的自媒体创作平台，用户基数大、活跃度高、黏性强，内容主要分发到今日头条App。ToutiaoisToutiao'sself-mediacreationplatform,withalargeuserbase,highactivityandstrongstickiness,andthecontentismainlydistributedtoToutiaoApp.头条号的核心优势是算法推荐，它能够根据用户的兴趣把不同的内容推给对应的人群。ThecoreadvantageofToutiaoisalgorithmicrecommendation,whichcanpushdifferentcontenttothecorrespondinggroupofpeopleaccordingtotheuser'sinterests.致力于帮助企业、机构、媒体和自媒体在移动端获得更多曝光和关注，同时实现品牌传播和内容变现。另一方面也为今日头条输出更优质的内容，创造更好的用户体验。Itiscommittedtohelpingenterprises,institutions,mediaandself-mediagetmoreexposureandattentiononthemobileterminal,whileachievingbrandcommunicationandcontentmonetization.Ontheotherhand,italsooutputsbettercontentforToutiaoandcreatesabetteruserexperience.媒体类平台Mediaplatforms企鹅号Penguin企鹅号是腾讯的内容开放平台，其依托腾讯强大的用户基础，打通腾讯旗下多款产品，将内容分发到腾讯新闻客户端、手机QQ新闻、手机腾讯网、天天快报等多个平台。PenguinisTencent'scontentopenplatform,relyingonTencent'sstronguserbase,itopensupavarietyofTencent'sproductsanddistributescontenttoTencentNewsclient,mobileQQNews,mobileTencentwebsite,dailyexpressandotherplatforms.企鹅号App的全新版本对维权模块、账号模块、消息模块、约稿模块、创作模块、学院模块、结算模块、数据模块、发文模块这九大板块全面升级。改版升级后将切实从教学板块开始扶植内容创作，订单式约稿模式激励内容生产、一键维权模式护航创作者权益等方面，形成内容创作闭环，促进内容生产良性生态圈的构建。ThenewversionofPenguinApphascomprehensivelyupgradedtheninesections:rightsprotectionmodule,accountmodule,messagemodule,contractmodule,creationmodule,academymodule,settlementmodule,datamodule,andpostmodule.Aftertherevisionandupgrading,itwilleffectivelysupportcontentcreationfromtheteachingsection,encouragecontentproductionintheorder-basedcontractmodel,andescorttherightsandinterestsofcreatorswithaone-clickrightsprotectionmodel,soastoformaclosedloopofcontentcreationandpromotetheconstructionofabenignecosystemofcontentproduction.媒体类平台Mediaplatforms企鹅号Penguin媒体类平台Mediaplatforms头条号Headlinenumber不同类型头条号注册所需材料Documentsrequiredforregistrationofdifferenttypesofheadlinenumbers个人账号PersonalAccount群媒体Groupmedia新闻媒体Newsmedia其他组织Otherorganizations企业enterprise国家机构State账号头像Accountavatar账号名称Accountname账号介绍Accountintroduction/运营者身份证姓名Nameoftheoperator'sIDcard运营者身份证号码OperatorIDnumber运营者完成实名认证Theoperatorcompletesreal-nameauthentication联系邮箱Contactemail组织名称Organizationname企业名称Businessname机构名称Institutionname账号申请确认书Accountapplicationconfirmation入驻信息申请表SettlementInformationRequestForm营业执照/组织机构代码证Businesslicense/organizationcodecertificate/05问答类平台Q&AplatformPARTFIVE问答类平台Q&Aplatform问答类App是在知识共享经济的背景下产生的。它是一种主要以知识、智慧、经验、技能变现为目的、把人们的现实社会关系延伸到虚拟的网络空间的问答式知识传授应用程序。常见的问答类平台有知乎、百度知道、360问答、分答、悟空问答等。Q&Aappswereborninthecontextoftheknowledge-sharingeconomy.Itisaquestion-and-answerknowledgetransferapplicationthatmainlyaimsatmonetizingknowledge,wisdom,experience,andskills,andextendspeople'srealsocialrelationshipstovirtualcyberspace.CommonQ&AplatformsincludeZhihu,BaiduKnow,360Q&A,SplitAnswer,WukongQ&A,etc.问答类平台Q&Aplatform知乎Zhihu知乎于2010年12月上线，对内容的看重、对创作者的支持和版权保护，让知乎成为了一个重要的自媒体平台。ZhihuwaslaunchedinDecember2010,anditsemphasisoncontent,supportforcreatorsandcopyrightprotectionhasmadeZhihuanimportantself-mediaplatform.知乎以问答模式为中心，形成了有序的“公共领域”，浸透于问答中的见解文化形成了知乎独特的社区风格，因而吸引了成千上万的高质量用户。这些用户所生产的高质量问答，让知乎在很短时间内成为问答类App的翘楚，并让知乎得以兴盛和持续发展。Zhihuhasformedanorderly"publicdomain"centeredontheQ&Amodel,andtheinsightcultureimmersedinQ&AhasformedZhihu'suniquecommunitystyle,thusattractingthousandsofhigh-qualityusers.Thehigh-qualityQ&AproducedbytheseusershasmadeZhihualeaderinQ&Aappsinashortperiodoftime,andallowedZhihutoprosperandcontinuetodevelop.以“让人们更好地分享知识、经验和见解，找到自己的解答”为品牌使命，是中文互联网高质量的问答社区和创作者聚集的原创内容平台。Withthebrandmissionof"allowingpeopletobettershareknowledge,experienceandinsights,andfindtheirownanswers",itisanoriginalcontentplatformthatChinesegathershigh-qualityQ&AcommunitiesandcreatorsontheInternet.问答类平台Q&Aplatform知乎Zhihu问答类平台Q&Aplatform百度知道Baiduknows百度知道是一个基于搜索的互动式知识问答分享平台，于2005年6月21日发布。百度知道是全球最大的中文问答互动平台，每天为数亿网民答疑解惑。用户具有针对性地提出问题，通过积分奖励机制发动其他用户来解决该问题。同时，这些问题的答案又会进一步作为搜索结果，提供给其他有类似疑问的用户，达到分享知识的效果。BaiduKnowisaninteractivesearch-basedknowledgeQ&AsharingplatformthatwaslaunchedonJune21,2005.Baiduknowsthatitistheworld'slargestinteractiveplatformforChineseQ&A,answeringquestionsforhundredsofmillionsofnetizenseveryday.Usersaskquestionsinatargetedmannerandmobilizeotheruserstosolvetheproblemthroughthepointsrewardmechanism.Atthesametime,theanswerstothesequestionswillbefurtherusedassearchresultstoprovideotheruserswithsimilarquestionstoachievetheeffectofsharingknowledge.百度知道通过AI技术实现智能检索和智能推荐，让每个疑问都能够快速获得有效解答。百度知道的最大特点，就在于和搜索引擎的完美结合，让用户所拥有的隐性知识转化成显性知识，用户既是百度知道内容的使用者，同时又是百度知道的创造者，在这里累积的知识数据可以反映到搜索结果中。通过用户和搜索引擎的相互作用，实现搜索引擎的社区化。BaiduknowsthatintelligentretrievalandintelligentrecommendationcanberealizedthroughAItechnology,sothateveryquestioncanbequicklyandeffectivelyanswered.ThebiggestfeaturethatBaiduknowsistheperfectcombinationwiththesearchengine,allowingthetacitknowledgethatusershavetobetransformedintoexplicitknowledge,andusersarebothusersofBaiduknowncontent,andatthesametimethecreatorsofBaiduknow,andtheknowledgedataaccumulatedherecanbereflectedinsearchresults.Throughtheinteractionbetweenusersandsearchengines,thecommunityofsearchenginesisrealized.问答类平台Q&Aplatform百度知道Baiduknows问答类平台Q&Aplatform360问答360Q&A360问答是一个基于搜索的互动式知识问答分享平台，为用户打造一个干净、安全、可靠的问答环境。360问答平台于2012年9月22日上线，当前累计提问数已经超过3.6亿，为3亿用户提供了帮助。360Q&Aisasearch-basedinteractiveknowledgeQ&Asharingplatformthatcreatesaclean,safeandreliableQ&Aenvironmentforusers.The360Q&AplatformwaslaunchedonSeptember22,2012,andthecumulativenumberofquestionshasexceeded360million,providingassistanceto300millionusers.作为360搜索品牌的重要组成部分，360问答与搜索引擎及各大企业客服相结合，利用用户贡献和专业客服回答累积的知识数据，反映到搜索结果中，通过用户和搜索引擎的相互作用，实现搜索引擎的社区化，快速地满足用户个性化的知识需求。Asanimportantpartofthe360searchbrand,360Q&Aiscombinedwithsearchenginesandcustomerserviceofmajorenterprises,usingusercontributionsandprofessionalcustomerserviceanswerstoaccumulateknowledgedata,reflectingitinsearchresults,andrealizingthecommunityizationofsearchenginesthroughtheinteractionbetweenusersandsearchengines,andquicklymeetingthepersonalizedknowledgeneedsofusers.问答类平台Q&Aplatform360问答360Q&A06导购类平台ShoppingguideplatformPARTSIX导购类平台Shoppingguideplatform电商平台的不断增多和网店之间激烈竞争对客户的分流明显，通过社交导购平台引流成为重要的营销手段。常见的导购类平台有微淘、小红书等。Theincreasingnumberofe-commerceplatformsandthefiercecompetitionbetweenonlinestoreshaveobviouslydivertedcustomers,andattractingtrafficthroughsocialshoppingguideplatformshasbecomeanimportantmarketingmethod.CommonshoppingguideplatformsincludeWeitao,Xiaohongshu,etc.导购类平台Shoppingguideplatform微淘MicroTao微淘自2013年成立以来，一直致力于为达人、为商家提供内容平台服务，是以关注关系为核心的生活消费类内容社区，为账号提供确定性的粉丝触达，为消费者提供最新的消费资讯。Sinceitsestablishmentin2013,Weitaohasbeencommittedtoprovidingcontentplatformservicesforinfluencersandmerchants,andisalifeconsumptioncontentcommunitywithrelationshipasthecore,providingdeterministicfanreachforaccountsandthelatestconsumptioninformationforconsumers.微淘号生态下有商家、达人、官微三种身份。登陆阿里创作者平台即可入驻创作。微淘对消费者来说是优质消费内容的聚集地，消费者可以通过微淘，观看商家、达人的种草内容，从而发现想购买的商品，通过更为真实的内容分享体验来进行购买决策；微淘对商家来说，是商家面向消费者进行自营销的内容电商平台，通过微淘，商家可以进行粉丝关系管理、品牌传递、精准互动，内容导购等等；微淘对达人来说，