门户面临的尴尬

昨天和朋友聊天,聊到了web2.0时代门户面临的尴尬。

首先面临的尴尬就是搜索引擎。门户基本从九十年代中后期开始起家,经过五六年的大浪淘沙,杀出重围成为少数的胜者为王者,在这个过程中,门户也通过大量的人力物力投入真正的在自己的平台上积累了无法估量的海量内容,说实话,他们走到今天真的是付出了太多,实在不容易。但是,伴随门户的成长,搜索引擎也不断在发展,搜索引擎的发却不像门户那样,他们几乎只专注于技术的开发,而不需要投入任何一个人力物力到内容上,最后出现了这样的一个现象,门户通过大量的人力物力聚集了无所不有的内容和页面才取得市场,而搜索引擎仅仅通过网页上的一个INPUT 输入框占领了市场,而中间一个有趣的地方我们不难发现,那就是海量的门户内容数据为搜索引擎的搜索结果起到了很大的支持和推动,自己的劳动成果却成为人家吸引用户和盈利的资本,你说门户郁闷不郁闷?

面对搜索引擎的尴尬,门户有没有什么办法呢?很难,本身这是个矛盾的对立面,门户也希望自己的数据被搜索引擎收录而让更多的用户通过搜索引擎搜到,据分析,alibaba 40%的收入来自于Google的搜索引擎间接带来,门户不能忽略搜索引擎对自己流量的影响。但是作为门户应该也有些可以改进的地方,比如我们拿新浪来说,新浪上几乎无所不有,从新闻到论坛、从生活到娱乐、体育到财经。。。每一样内容都很丰富,基本上能满足大部分人的日常上网需求,但是我们登陆到了www.sina.com.cn之后,确只能通过自己一步一步的挨着栏目进入,对于新用户来说,似乎还是有些需要熟悉的过程,也不利于我们很快能够在门户的海量数据里面找到我们想要的内容。建议新浪在自己的首页或者任何页面加入一个搜索框“搜索新浪”,然后输入任何一个关键词后,查询的结果页面完全来自于新浪网站自己内部的数据,按照“新闻xxx条结果”、“财经xxx条结果”、“商城xxx条结果”方式进行结果显示。也许这样能提高门户内容的用户使用率。

其次门户面临的第二个尴尬就是RSS,门户盈利主要靠什么?靠大量的用户流量带来的广告收入,随着RSS的发展,用户越来越多开始使用RSS客户端工具访问门户的数据,比如新闻。这样对门户来说是很不利的,无形中减少了用户流量,广告的效果就会下降,对今后门户的广告收入来说肯定会有影响。但是门户又不得不顺应RSS的发展趋势提供自己的RSS访问服务,现在还不知道如何解决这样的尴尬。

最后面临的尴尬就是WEB2.0的冲击,web2.0的核心是个性化、交互性和专业性,尤其强调的是专业性,这让更多更多满足我们生活中某一细小需求的网站不断出现,比如豆瓣这样的典型,对门户的读书来说行成的冲击是显而易见的。面对这样的冲击,门户最好的解决方式就是让他们成长,然后进行大量的收购。

就连Microsoft这样的帝国,比尔都说离灭亡永远只有18个月,对门户来说是不是应该更短呢?所以无论何时都必须有危机感,面对尴尬和挑战,必须改变,有句如是说:穷则思变,否则就将穷途末路!

Category: 西拉东扯
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