21世纪，互联网信息化时代已然遍布全国，截止2016年底，我国互联网用户连接 上网数量已达到7.62亿人，其中使用移动端登陆互联网用户数量达到7.21亿，占比9 成以上。互联网在中国如火箭般高速前行，最为突出的是南方沿海城市以及一线城市， 城市信息化建设已具有初步规模。笔者所在的广西地区，由于经济发展水平、地处偏远 并且地方文化结构特殊，相对于上述区域互联网应用较为落后。 三面科技公司运营的Q城市门户网站，主要提供Q地区生活信息交流服务，作为 广西地区城市门户网站建设者与地区领头者，其现阶段运营中面临战略定位模糊、盈利 方式单一、与核心网民关系不密切等问题。如何在三面科技公司现有的条件下，为网络 产品树立自己的战略定位，满足顾客(网民)的需求已成为亟待解决的问题。 笔者通过PEST（分析模型）、波特五力模型、SWOT矩阵等分析工具，从内、外 环境分析三面科技公司所处环境，提出公司运营中，适合采取差异化运营策略，选择外 地用户，定位于打造“讲述老百姓身边的故事”，致力于向市民提供更便捷的信息咨询 服务的平台。通过产品的信息分类管理，实现服务的差异化；提高产品深度与广度，使 信息服务更满足用户需求。更新盈利模式，导入线下产业、开展电子商务、推出消费卡 等，扩大盈利范围。借助于线上线下营销的综合开展，提高营销影响力。通过网络社区 管理、用户体验管理及核心用户的针对性管理，提高与用户的联系。同时在运营战略的 执行中，还应该关注到行业风险、财务风险、管理风险及政策风险的分析与控制，保证 运营战略的有效落实。 关键词：门户网站；运营战略；差异化；服务 II Abstract In the 21st century, the Internet information age has spread all over the country. By the end of 2016, the number of Internet users connected to the Internet in China had reached 762 million, of which the number of Internet users using mobile terminals reached 721 million, accounting for more than 90 percent. The Internet is moving forward at a rocket speed in China, the most prominent is the southern coastal cities and first-tier cities, urban information construction has a preliminary scale. Due to the level of economic development, remote location and special local cultural structure, the Internet application in Guangxi is relatively backward. As the builder and leader of the city portal in Guangxi, the company faces the problems of fuzzy strategic positioning, single profit mode and not close relationship with the core netizens. How to set up its own strategic position for network products and meet the needs of customers (netizens) has become an urgent problem under the existing conditions of three-sided technology companies. Through PEST、 analysis tools such as Porter's five-force model and SWOT matrix, the author analyzes the environment of the three-sided technology companies from the inside and outside environment, and puts forward that in the development of the company, it is suitable to adopt the strategy of differentiated development, select the foreign users, and locate the platform of "telling the stories around the common people ", which is dedicated to providing more convenient information consulting services to the public. Through the information classification management of the product, the service differentiation is realized, and the depth and breadth of the product are improved, so that the information service can meet the needs of the users. Update profit model, import offline industry, carry out e-commerce, launch consumer card and so on, expand profit range. On line Under the comprehensive development of marketing, improve marketing influence. Improve the contact with users through network community management, user experience management and targeted management of core users. At the same time, in the implementation of the development strategy, we should also pay attention to the analysis and control of industry risk, financial risk, management risk and policy risk, so as to ensure the effective implementation of the development strategy. Keywords: portal; development strategy; differentiation; services III 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. II 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 城市门户网站概述 .................................................................................................. 2 1.2.2 有关企业战略管理的文献 ...................................................................................... 3 1.3 研究方法及主要内容 ..................................................................................................... 6 第二章 三面科技公司城市门户网站内部环境分析 .............................................................. 9 2.1 三面科技公司概述 ......................................................................................................... 9 2.2 三面科技公司门户网站业务开展的资源与能力分析 ............................................... 11 2.2.1 有形资源 ................................................................................................................ 11 2.2.2 无形资源 ................................................................................................................ 11 2.2.3 资源聚集能力 ........................................................................................................ 12 2.2.4 网站营销能力 ........................................................................................................ 12 2.2.5 技术能力 ................................................................................................................ 13 2.3 三面科技公司Q网站运营情况 .................................................................................. 13 2.3.1 Q城市门户网站概述 ............................................................................................. 13 2.3.2 门户网站访问情况 ................................................................................................ 14 2.3.3 门户网站运营收入 ................................................................................................ 16 2.4 Q门户网站现阶段运营面临问题 ................................................................................ 16 2.4.1 定位战略意识模糊 ................................................................................................ 16 2.4.2 运营面临技术瓶颈 ................................................................................................ 16 2.4.3 盈利模式单一化 .................................................................................................... 17 2.4.4 与核心网民关系不密切 ........................................................................................ 17 2.5 本章小结 ....................................................................................................................... 18 第三章 三面科技公司城市门户网站外部环境分析 ............................................................ 19 3.1 宏观环境分析 ............................................................................................................... 19 IV 3.1.1 政治环境 ................................................................................................................ 19 3.1.2 经济环境 ................................................................................................................ 21 3.1.3 社会文化环境 ........................................................................................................ 22 3.1.4 技术环境 ................................................................................................................ 23 3.2 竞争结构分析 ............................................................................................................... 23 3.2.1 波