后门户时代的互联网
——在第四届中美互联网论坛的发言
新浪网执行副总裁兼总编辑 陈彤
2010年11月8日

The Internet in the Post-portal Era
By Chen Tong
Executive Vice President and Editor-in-Chief, Sina.com

能够有机会与来自中美两国的人士一起探讨互联网的现状与未来，感到非常荣幸。今天我想以“后门户时代的互联网”为题，以“门户”作为观察的圆心，对当前中国互联网的变化和特点谈几点看法，希望能对各位了解中国互联网的最新趋势有所帮助。

I feel very much honored to have this opportunity to discuss the present and future of the Internet with guests from China and the United States. Today, I would like to express some of my views on the changes and characteristics of the Internet in China, and I hope you will find my words useful to understand the latest trends of the Internet in China.

当然，我想首先要明确的是“门户”的概念。实际上，在中国，我们今天所谈论的门户与当初YAHOO在美国初创时所说的门户已经有了很大不同。那个时候，提供搜索服务为主的网站成为网民进入互联网的“门户”。而在中国，门户的意义除此之外，更多还包含了“大而全”的资讯信息超市的含义。新浪、搜狐、百度等网站及其基本服务上可以说是门户网站的基本形态。由于这些网站在中国互联网的发展过程中出现早、影响大，因而也为中国互联网深深地打下了 “门户概念”烙印。从这个意义上也可以解释，为什么今天我们会以后门户网站时代作为一个观察的视角。

First, let me clarify the concept of a ‘portal’. Actually in China, the portal that we are discussing today is very different from the ‘portal’ at the time when Yahoo was created in the US. In those days, Websites with search as their main function served as the ‘portal’ for Internet users to enter the Internet. While in China, ‘portal’ also means a “large and complete” supermarket of news and information. Sina.com, Sohu.com and Baidu.com, etc., together with their basic services represent the basic patterns of portal sites. These Websites emerged early and exerted great influence in the course of development of the Internet in China, and therefore they deeply branded the Internet in China with the concept of ‘portal.’ This explains why we can use ‘post-portal era’ as a perspective of observation.

应该说，所谓“后门户时代”，在中国网络界并不是一个新出的说法。其实从2001年开始，从搜索、无线增值、网络视频、SNS社区陆续兴起，就不断引发大家对于“后门户时代”的讨论。

It’s should be noted that the so called ‘post-portal era’ is not a new wording in Chinese Internet circles. Actually since 2001, with the successive emergence of search, mobile value-added services, online videos and SNS communities, people have been aroused to discuss the ‘post-portal era’.

后门户时代并不是指门户网站影响力的减弱，而是一个在更广泛的观察视角来看：从整个互联网的网民上网行为而言，门户网站已经不再是唯一或者是主要的入口；从门户网站的内容模式而言，门户的内容将不限于传统的新闻加广告；从网络业务模式而言，不再以“大而全”为特征的网络产品形式将大量涌现。

‘Post-portal era’ does not mean the ebbing of the influence of portal sites. It rather means that from a wider perspective: as regards the surfing behavior of users of the entire Internet, portal sites are no longer the only or main entrance; as regards the content modes of portal sites, the content of portal sites are no longer limited to the orthodox mode of a mix of news and ads; as regards the business patterns of the Internet, many online products not featuring the ‘large and complete’ will spring up.

从这几个维度来看，相比以前，近两年中国互联网的后门户时代特征显得尤为明显。

From these perspectives and in contrast with the situation of the past, the post-portal characteristics of the Internet in China have looked particularly marked during the recent couple of years.

首先，门户网站自身的内容和服务模式不断创新，摆脱以往单一的资讯加广告模式。

First, the continuous innovations of portal sites in their content and service patterns have let them to shake off the single, old-mode mix of news and ads.

提及中国门户网站的创新应用，微博无疑是一个不容忽视的方面。以2009年开始测试的新浪微博为例，截至2010年第二季度新浪微博的注册用户数已超5000万，在这里用户可以通过手机和互联网平台发布文字、图片、视频，并且可以推送、转发，已经成为从媒体到政府，从机构到个人，一个真正的信息交互平台。

To speak of the innovative applications for Chinese portal sites, it’s no doubt that microblogging cannot be neglected. Take the microbogging service of Sina.com, which was put to test in 2009, as an example, by the second quarter of 2010, it has more than 50 million registered users, and it has become a real info-exchange platform for media, government, other institutions and individuals where they can publish, push and forward text, photos and video from cell phones and other Internet interfaces.

在今年两会，中国官方通讯社新华社的重点栏目“新华视点”开通新浪两会微博，通过微博发布两会最新消息，两周时间粉丝超过20多万，被境外媒体称为“中国新闻报道史上值得关注、值得记录的一小步”。从今年年初开始，北京、上海、广东等地公安系统陆续有系统的全面开通新浪微博，通过微博发布各种警示提示和政务答疑等，被媒体称作是“尊重公民知情权的具体体现”。

During this year’s sessions of the National People’s Congress and Chinese People’s Political Consultative Conference, Xinhua News Agency, China’s official news agency, registered an account for its key program “Xinhua Viewpoints” on Sina microblogging to publish the latest news on the sessions. It accumulated 200,000 users in two weeks and was described by overseas media as ‘a small step that is worth paying attention to and recording in the history of Chinese news reporting.’ Since the beginning of this year, public security systems, one after another, have systematically opened accounts for microblogging on Sina.com to publish various alerts and answer administrative questions. Such moves were described by the media as “concrete embodiment of respecting citizens’ rights to know.”

此外，在今年的世界杯报道期间，新浪通过“原创内容+微博”内容组织模式来寻求报道内容的差异化和多样化。多位足球名家通过微博对比赛进行实时点评和报道，开创了一个全新的看球和评球模式。

In addition, in its coverage of the World Cup this year, Sina.com sought diversification in its reporting with the introduction of the content organization mode of ‘original content+microblogging.’ Many soccer experts reported and commented through microblogging. Hence, a new mode to watch and comment soccer was established.

随着新浪、搜狐等门户网站相继开通微博服务，有媒体甚至说中国网络媒体已经进入微博时代。

With Sina.com and Sohu.com offering microblogging services one after another, some media even claimed that the online media in China had entered the ‘era of microblogging.’

当然，除微博等社区服务模式外，游戏、输入法、桌面产品等，都为后门户网站时代门户网站的含义增加了新的注解。

Of course, the model of community services like microblogging, games, input methods and desktop products, among other things, have all provided more footnotes to the connotations of portal sites in the post-portal era.

第二，在后门户时代，网民上网的第一着陆点已经开始不断多样化。

Second, in the post-portal era, the first landing points for Internet surfers have begun to show diversification.

据统计，自2007年起即时通讯、社区等平台已经成为近半数网民的首选入口。而对于传统以资讯传播为主的门户网站来说，在后门户时代，一个需要面临的情形是，对资讯的获取已经不再是网民上网的唯一需求，甚至已经不是最主要的需求。CNNIC最新的调查显示，网络娱乐、电子商务、社区交流等方面的用户增长数位居前列。

Pla

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