I 中文摘要 伴随着计算机网络技术、互联网应用的发展，互联网媒体已经明显由大众传 播逐渐细化为地域化、个性化的分众传播。面对区域化、个性化的互联网变化， 论文以哈尔滨门户网之一的冰城网为研究对象，探究了网站的运营管理。 经历十多年的发展，冰城网已成为哈尔滨市最具人气的互联网品牌，成为哈 尔滨市最大最专业的互联网媒体。机遇面前，冰城网目前的运营管理还存在很多 问题。本文在总结运用企业流程再造、精细化管理和信息大数据相关理论的基础 上，对冰城网的设计、运行、管理、规划和维护现状进行了阐述和分析，优化了 冰城网的运行管理体系，提出了保障措施和风险防控的方法，并得出了预期的展 望，为冰城网的运营管理指明了方向，使其在与日俱进的互联网发展中获得了更 大的前行动力。 关键词：运营管理；企业流程再造；精细化管理；信息大数据 黑龙江大学硕士学位论文 II Abstract Alone with thecomputer network technology and Internet application development, Internet media has been gradually refined from mass communication to regional and personalized mass communication. In the face of regional and personalized changes in the Internet, this paper takes bingcheng , one of the portal networks in Harbin, as the research object to explore the operation and management of the website. After more than ten years of development, bingcheng has become the most popular Internet brandand the largest and most professional Internet media in Harbin. In front of the opportunity, there are still many problems in the current operation and management of ice city network. Based on the theory of business process reengineering, refined management and information big data, this paper expounds and analyzes the current situation of ice city network design, operation, management, planning and maintenance, optimizes the operation management system of ice city network, puts forward the safeguard measures and the method of risk prevention and control, and puts forward the expected prospect, which points out the direction for the operation management of ice city network, and makes it gain a bigger impetus in the development of internet. Keywords: Operation management; Business process reengineering; Refined management; Information big data 目录 III 目录 中文摘要 ........................................................................................................................... I Abstract ............................................................................................................................. II 绪论 ................................................................................................................................... 1 一、研究的背景 ....................................................................................................... 1 二、研究的目的和意义 ........................................................................................... 2 （一）课题研究的目的 ................................................................................... 2 （二）课题研究的意义 ................................................................................... 3 三、国内外研究现状 ............................................................................................... 3 （一）国外研究现状 ....................................................................................... 3 （二）国内研究现状 ....................................................................................... 5 （三）国内外研究述评 ................................................................................... 7 四、论文研究内容和方法 ....................................................................................... 8 第一章 理论基础 ......................................................................................................... 11 第一节 运营管理的相关理论及方法 ................................................................... 11 一、运营管理的基本概念 ............................................................................. 11 二、企业流程再造 ......................................................................................... 11 三、精细化管理理论 ..................................................................................... 12 第二节 媒体运营的相关理论 ............................................................................... 13 一、地方性网络媒体 ..................................................................................... 13 二、网络媒体的运营管理 ............................................................................. 13 三、大数据的应用 ......................................................................................... 14 本章小结 ................................................................................................................. 14 第二章 冰城网运营管理的现状分析 ......................................................................... 15 第一节 冰城网的简介 ........................................................................................... 15 一、经营情况 ................................................................................................. 15 黑龙江大学硕士学位论文 IV 二、组织机构 ................................................................................................. 15 三、运营中心岗位职责 ................................................................................. 17 第二节 冰城网的规划设计 ................................................................................... 17 一、定位设计 ................................................................................................. 17 二、板块设计 ................................................................................................. 18 三、业务流程 ................................................................................................. 19 四、线下活动 ................................................................................................. 20 第三节 冰城网的运行管理 ................................................................................... 21 一、内容范围 ................................................................................................. 21 二、内容特色 ................................................................................................. 22 三、质量保证 ................................................................................................. 22 四、用户管理 ................................................................................................. 22 第四节 冰城网的维护管理 ................................................................................... 23 一、网站运营日常维护 ................................................................................. 23 二、网络安全保障措施 ................................................................................. 24 本章小结 ................................................................................................................. 25 第三章 冰城网运营管理的问题 ................................................................................... 27 第一节 规划设计存在的问题 ............................................................................... 27 一、缺乏产品规划设计的优化 ..................................................................... 27 二、组织流程不合理 ..................................................................................... 28 三、异业合作及生态圈的建设欠缺 ............................................................. 28 第二节 运行管理不够完善 ................................................................................... 29 一、发布内容信息价值不高 ......................................................................... 29 二、忽视数据价值导致数据信息管理缺失 ................................................. 30 第三节 应急的管理制度不够健全 ....................................................................... 31 一、冰城网更新维护缺乏时效性 ................................................................. 31 二、应急处理反应缺乏制度性 ..................................................................... 32 目录 V 本章小结 ....................................