中国广告网--中国互联网已成“麻将”？

　中国互联网已成“麻将”？

2007-4-6 18:19:19
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　如今中国互联网到处充满着娱乐的味道，甚至还有人乐观地认为，中国在娱乐应用上超越了美国。但有关专家却指出，娱乐只是互联网的功用之一，它令中国互联网得以更广泛地普及，并带动这个产业走过最困难的时期。但过度娱乐化并非长久之计，中国互联网应当在“有用性”上挖掘潜力，回归到商务的正确轨道上来。
互联网已成另类麻将
　　当美国网民用个人电脑发送邮件、搜索信息的时候，年轻的中国网民却在联机打游戏、把视频和音乐下载到手机和MP3上。
　　对于中国年轻人的娱乐化热潮，美国《纽约时报》今年曾撰文生动地写道：中国年轻一代更沉迷于即时短信、网络游戏和虚拟社交，特别是那些独生子女。他们喜欢发短信超过发邮件，经常在线打游戏或忙于构建自己的网络社区。有的干脆在虚拟世界里打造一个全新的“自己”，过起一种完全不同的生活。在这个并不存在的世界里，他们自己选择发型、服饰和家具，决定饲养什么宠物及给宠物喂什么食物。现在，腾讯Q币火得不得了，以至于出现了地下市场，人们用现实世界的钞票去换取虚拟世界的Q币。
　　而更有国内的专家把如今的中国互联网形容成另类麻将。他们认为，很多网民正在将互联网看做另一个替代麻将的娱乐消遣工具，忽视了互联网的真正有益作用，互联网的娱乐化趋势非常让人担忧：很多网民上网喜欢浏览八卦新闻、搜索奇闻怪事、网上闲聊，在线观看或下载盗版影视作品，整天沉溺在网络游戏中或网络虚拟世界中；另外，互联网上的犯罪也日益猖獗，骗钱、骗色，有的网民还通过发布虚假信息骗取大家的同情和信任，甚至有的还蛊惑民众，扰乱公众视线，激化社会矛盾；同时互联网培养了年轻人的懒惰思想，无论是作业、工作总结、技术论文，甚至情书都可以从网上下载，不需要再辛苦地学习。因为互联网的免费应用，让人们觉得从网上免费享受别人的劳动成果成了天经地义的事。
　　在中国网民持续攀升的大“牛市”同时，中国青少年研究中心发布的《“十五”期间中国青年发展状况与“十一五”期间中国青年发展趋势研究报告》却指出，5年来全国青年的读书率持续走低。调查显示，43.0%的被访者没有固定的读书时间，能坚持每天看书1小时以上的人只占11.8%。
　　谁造就了娱乐化大潮
　　网民的低龄特征是造成中国互联网过度娱乐化的原因之一。在CNNIC发布的第19次互联网报告中显示：截至2006年底，我国的网民人数达到了1.37亿，占中国人口总数的10.5%，网民中18-24岁的年轻人所占比例最高，达到35.2%，18岁以下的网民所占比例为17.2%，24岁以下网民所占比例高达52.4%！而摩根士丹利的调查也显示，与美国的网络社区不同，中国70%的网民是30岁以下的年轻人，和美国正好相反。这种年龄上的差异意味着两国网民的消费习惯和兴趣有着很大的区别。
　　于是对于今天的中国互联网，我们放眼看到的是千篇一律的奇特景象：“芙蓉姐姐”们层出不穷，道德底线不断刷新、大家一起交友一起投票，去塑造自己的草根明星、到处都在恶搞——从文字、音频到视频，连传统的红色经典也不放过。从桌面到空中，中国互联网找一块“清净”的地方已经很难。
　　而不少企业在各种利益的驱动下也对娱乐化起到了推波助澜的作用。一夜之间300多家视频网站的涌出，即使在全世界范围内也是个奇迹；而不找个明星代言，企业竟感觉像自己的女儿出嫁没给嫁妆一样丢人；而诸如粉丝网、发泄网、中国交友网等适应互联网娱乐化的名称听起来都令竞争者羡慕不已。
　　中国制造网副总裁许剑峰认为，娱乐是现实的需求，从供给方来说，娱乐化也已经被证明是获得流量和收入的有效手段，一个绝佳的炒作或煽动可以迅速扩大网站的影响，因此在资本压力下的企业们往往缺乏足够的耐心和冒险精神去发现新的可能性。或者我们也可以从另一个角度来“理解”一下娱乐化：生活中，大家都奋斗得太辛苦了，需要用娱乐来排解压力。
　　最后，对于相关互联网监管部门来讲，过分满足于让更多的人上网，而不关心他们上网干什么，让互联网络自由发展，也加速了互联网的娱乐化趋势。
　　真正的未来在于商务
　　有关业内专家认为，在中国，互联网行业和医药行业走了类似的轨迹。无线增值和网络游戏带来的暴利机会，为互联网掩盖了很多问题。不需要创新，不需要高水准的公司治理，中国大多数互联网公司总是能够依靠这两个暴利收入管道，打动投资商，打动资本市场。如今的中国互联网已成为一个没有技术含量的行业，而当无线和网络游戏的暴利泡沫破灭后，这些身在其中的公司将为此埋单。
　　互联网分析师吕伟钢表示，娱乐本身并没有错，甚至功不可没。问题在于，过度娱乐化浮躁了互联网产业环境、压抑了创新。互联网用户的时间是有限的，用户亦是可以一定程度上被引导的。当消费习惯逐渐倾向于娱乐型，商家们当然愿意提供更多的供给，于是娱乐化日趋严重。一切都跟娱乐扯上关系，投入到“有用性”创新的资源自然减少。另外当学生成长为职业人士，网民的需求结构将逐渐发生改变，而同时娱乐服务却日益同质化、竞争日益激烈，人们会发现，娱乐很有可能从灵丹妙药变为“毒药”。
　　而从互联网企业的生存环境来说，娱乐化是大众的需求，决定了互联网企业对于广告收入的依赖在不断扩大，原有大网站出于盈利目标的增长而需要更多的广告来源，而新兴网站对于广告来源的需求也不断扩大。但娱乐之后的同质化以及对于广告的过分依赖，其危害程度更大。娱乐会把企业拖进争夺广告客户的泥潭之中，其惨烈程度在未来几年将会持续增长。其结果是，广告额的增长远远低于广告平台的增长速度。
　　被誉为“互联网之父”的美国Vinton博士认为，中国互联网的未来不是Web2.0，不是视频，也不是其他什么让人眼花缭乱的技术或者概念，真正的未来在于互联网由娱乐的转向商务的，由娱乐消费品变成生活必需品。

China's Internet has become "mahjong"? Now China Internet entertainment everywhere filled with the smell, and some people even optimistic that Entertainment in China to surpass the United States. However, the experts pointed out that the entertainment function of the Internet is one of China's Internet to make it more widely accessible. and lead the industry through the most difficult period. But excessive entertainment is not a permanent solution, the Internet should be "useful" on tap potential return to the correct track of business. Internet has become an alternative mahjong when the United States Internet use personal computers to send mail, search the message, young Chinese Internet users in hard-line games, video and music downloaded on to cell phones and MP3. Entertainment craze for the young people of China, the United States this year, "The New York Times" wrote vividly wrote : China's younger generation more obsessed with text messaging, games and virtual social networks, especially those with one child. They like to send text messages over fat-mail, online fighting games often are busy building their own network or community. Some simply in the virtual world to create a brand new "self" and for having a completely different life. This does not exist in the world, their choice of styles, clothing and furniture feeding pets decide what to keep and what pet food. Now, Tencent Q currencies fire go, resulting in the underground market. People use the money in exchange for real world currency Q virtual world. Now put more domestic experts and the Chinese Internet alternative described mahjong. They believe that many Internet users to the Internet is seen as an alternative source of entertainment mahjong tool ignore the Internet truly useful role in the Internet entertainment is very worrying trend : like many Internet users browse the nosy news search anecdote strange, online chat, online viewing or downloading pirated television programs. always indulged in a network game or virtual world; In addition, the Internet has become increasingly rampant crime, the aged, the weak, instances, Some Internet users also spread false information to cheat everyone's sympathy and trust, and even confuse some people, disrupt public attention and intensify social contradictions; Internet while cultivating a young person's lazy thinking, both operations, summing up the work, technical papers, or even love letters can be downloaded from the Internet, no longer hard to learn. The Internet is a free application from the Internet to allow people to feel free to enjoy the fruits of their labors become the stuff of others. Internet users in China continues to increase in the "bull market" at the same time, China Youth Research Center, "issued by the" 10th Five-Year Plan "period with the China Youth Development," the 11th Five-Year Plan "period, China Youth development Research and development trend of the

report, "he pointed out, five years, a sustained decline in the rate of young people reading. Survey shows that 43.0% of the respondents do not have a fixed time for reading. able to read for one hour or more daily were only 11.8%. Who created the entertainment tides caused by the Internet in China is characterized by the lowest common denominator entertainment over the Internet one of the reasons. Internet in the 19th report released by CNNIC showed : By the end of 2006, The number of Internet users in China has reached 137 million, accounting for 10.5% of China's total population. Among China's highest proportion of young people aged 18-24, reached 35.2%. Internet users below the age of 18 accounted for as high as the proportion of Internet users aged below 52.4%! 17.2%,24 And Morgan Stanley's survey also showed that the network of community and the United States, 70% of China's Internet users are young people below the age of 30, and the United States is just the opposite. This means that the differences in the two age of the Internet have vastly different spending habits and interests. So today's China Internet, we take a look to see is the same old peculiar scene : "Sister Furong" have emerged, moral bottom line is constantly setting new members to join together with friends to vote Grassroots stars portray themselves everywhere -- in the surprising words from audio to video. even traditional red classics live. From the desktop into the air by the China Internet to find a piece of "clean" areas has been difficult. Many enterprises are driven by a variety of entertainment has played an instrumental role. Video overnight more than 300 websites forbearance, even in the world but also a miracle; Find a star instead of hers. Enterprise never actually feel like their daughters to marry a dowry to the same either. and the screen, such as flour, the vent network Chinese friends to adapt to the Internet and other networks are entertainment, the name sounds so competitors would envy. Jian-Feng Xu, vice president of the Internet in China, the demand for entertainment is the reality, from the supply side, Entertainment also has been proven to be an effective means of access flow and earnings. speculation or incitement to an excellent web site can be expanded quickly, Therefore, in the capital of the enterprises are under pressure often lack sufficient patience and an adventurous spirit to discover new possibilities. From another perspective, or we can "understand" about life : entertainment, we all struggle too hard. Entertainment pressure needed to resolve. Finally, with regard to relevant Internet supervision departments concerned, to allow more people to meet over the Internet. They do not care what the Internet for the free development of the Internet, the Internet has accelerated the trend of entertainment. The real business of the industry experts believe the future lies in China, Internet industry and the pharmaceutical industry taking a similar path. Wireless value-added network games and the profiteering opportunities for concealed a lot of problems. No innovation, no need for a high standard of corporate governance, Most Chinese Internet companies can always rely on two incomes pipeline profits, investors moved, moved the capital market. Today, the Internet has become an industry with no technical content, When the wireless and online games profits after the bursting of the bubble, which in the end will be picked up. Internet analyst Jinan Steel said that the entertainment itself is not wrong, or even denied. The problem is that the impetuous over the Internet entertainment industry environment, suppress innovation. Internet users are limited time, users can be directed to a certain extent. When the spending habits tend to gradually entertainment type businesses of course be willing to provide more supply, therefore entertainment has become increasingly serious. All linked to the issue of entertainment to engage in "useful" new resources will be significantly reduced. In addition to the professional growth of students, the Internet will gradually change the structure of demand. entertainment services while increasing homogenization, competition is becoming increasingly fierce, people will notice that Entertainment is likely to become a panacea from the "poison pill." The living environment from the Internet, entertainment is the needs of the public. The decision to rely on advertising revenue for Internet companies is continually expanding. Out of the original large websites and the need for more profit growth in advertising sources and the demand for new sources of advertising for the website have also expanded. But after homogenization and entertainment for the over-dependence on advertising, a greater degree. Entertainment enterprises will be dragged into the mire for advertising clients, its worst level in the next few years will continue to grow. The result is far below the increase in advertising platform advertising growth rate. Hailed as the "Father of the Internet" Vinton doctorate in the United States, China Web2.0 future of the Internet, not video. is not what other dazzling technology or concept Internet real future lies in the shift from the entertainment business, the entertainment consumer products become necessities. Source : Beijing Daily

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2007-4-6