Analysis on the profit model of network media

Media | network two questions on the management of network media

Although the scale and strength of China's network media today, but a concern for the future development of the fundamental issues and core issues, that is, the problem of profit model, has always been bothering us.

I am here to put forward two questions that I have thought about and I look forward to discussing in depth:

1, network Media should be the consideration of profit in an important position?

As we all know, the situation of China's network media development is achieved under the decision-making and deployment of the party Central Committee, it must adapt to China's overall communication environment. In other words, its first task is to do a good job of publicity and reporting, internally to guide people with the right public opinion, to establish a better image of China. How the network media profit, is usually placed in a very minor position, not by the leadership of the Department of attention and demand. In this case, the network media often themselves in the market environment has also lost its due sensitivity and vitality. China's introduction of the market economy mechanism has led to profound changes in the face of various sectors, including the news media industry. Today, news and publication broadcasting industry are running on the road of industrialization, it is difficult to imagine that the network media industry still does not have a "hematopoietic mechanism" and will not be profitable situation for a long time to continue. The essential feature of digital technology is openness, compatibility, and sharing, which communicates the previously distinct information (computer) industry, telecommunications and mass media industry. Therefore, although the future development of any industry can enjoy the preferential policy, but monopoly, non-admittance and exclusive profit of the situation has ceased to exist. But to be bigger and stronger, only rely on the competition in the market to win. If the Chinese network media in the past the focus of construction, mainly to expand the influence of publicity, then the future development, we should strengthen the management consciousness, how to profit in a very important position to consider, and as soon as possible to find suitable for their own profit model. On the whole, this has become China's network media development to the current stage must solve the first problem.

2, the network media profit model is a single universal mode? Traditional media in the long-term development of the formation of a general profit model, which is advertising. Whether it is newspapers, magazines, or radio, television, advertising has become the main source of income for all types of media. Network media as a new media, its operators in the beginning inevitably also fell into this idea: page click rate = newspaper distribution (or radio listening rates, television ratings), and high clicks will inevitably bring a large amount of advertising, so that online advertising to become their main means of profit. But that's not exactly the case. Today, online advertising in the entire advertising market share is still very small, such as the 2002 Chinese Network Advertising operating volume of 500 million yuan, but the traditional media advertising operating amount of up to 90.5 billion yuan, network advertising accounted for only about 0.5% of traditional advertising. ① The Internet combines the characteristics and functions of communication (including instant communication) and media communication, and it also integrates the mass communication, the communication of the audience, the organization communication, the personal communication and so on. Because of this, we may be able to get the following understanding: ① Advertising is currently not the most important network media revenue means; ② network media because of their own shape, positioning is different, it is not possible to have a single profit model for all sites, but there are a variety of profit models.

Second, the network media several profit pattern

In March this year, John Neisbutte (John Naisbitt) in Guangzhou, China, "2003 E-commerce with the need to change," The IBM Forum pointed out: the current internet has only achieved its full potential of 5%. ② on the one hand, today the Internet's application potential is far from being played out, on the other hand, the next generation of Internet is rapidly coming to us. "From an agreement perspective, the next generation Internet is based on the Ipv6 protocol of the Internet; from a resource perspective, the next generation of the Internet is ' grid '; From a content perspective, the next-generation World Wide Web is ' Semantic Web ' or ' Semantic web '; From a bandwidth perspective, the next generation of internet High-speed Internet '; From the mobile point of view, the next generation of Internet is ' mobile internet ' ③. With the development of Internet technology, new business areas will continue to be opened up.

In fact, the network media in the development process, with its own operation of practice, the profit model to explore the moment has not stopped. China's Internet media, especially those who have a considerable size and strength today, has been operating the company's Web site, but also a constant innovation.

From the current view, the network media profit model has the following eight categories:

(i) Information content charges

From the end of 2002 to the beginning of 2003, some media reported the same news: a survey conducted by Innovation International Media Consulting Group, a US research agency, showed that 118 news sites in North America (US, Canada) At present, the loss of 36%, the profit of 38%, flat 26%, will be profitable and balanced plus total, showing that there are now 64% operators not only not to lose money, and even profit. Some of those who are still losing money are expected to achieve parity in the second half of the year or in the first half of 2004. A very important factor for ④ to win is that online media operators and Internet users have gradually accepted the idea that the information content is valuable. According to emarketer's report, in 2002, 15.7 million Internet users in the United States paid to read content, the total number of the U.S. Internet population 10%, is expected to pay 20.9 million people in 2003, accounting for the U.S. Internet population of 13%. ⑤ Comprehensive current Chinese and foreign network media information content revenue model look, the following three kinds: 1, news and information packaging to other websites or media sales, 2, users can browse the site, 3, users pay for database inquiries. The success of the content charge is not in a hurry, involves the high information quality, the content is unique high (that is, the substitution is low), the payment mechanism is convenient and perfect, the consumer pays the concept to be sound, the internet rate should be low, the speed is fast, the clear market area separates, the content

(b) Service function fees

The internet has a powerful variety of service functions, in the past, in order to attract users, most of such as e-mail, home page space, such as free to provide users. But at present pay to enjoy service or pay to enjoy VIP service has become the starting point of the website management. For the website with great credibility and influence, the enterprises and institutions in various fields, such as social economy and culture, will think of using its communication platform, therefore, the prospect of the service charging or the "double win" with various cooperation is very broad. Network media should be clear that the purpose of Internet users is to "cross the River", you can become "ship" or "bridge"? In the future, the network media should not only tell netizens that there are several bridges along the river, a dash across the river cost, even a few beautiful scenery on the other side, there is any means of transport can access such practical information, it will increasingly be used as "bridge" and "ship", the utility of information and functional services together to directly help netizens "cross the river." For example, since March 18, 2002, Hong Kong will provide Taiwanese visitors with the "online quick sign" service, which requires 7-10 days to complete the visa formalities, now as long as the information is available to Taiwan residents, the Internet will be passed into Hong Kong in the morning, and the cost of handling the bill is greatly reduced to this April 1, The HKSAR has issued more than 160,000 quick permits to Taiwanese visitors. Obviously, the information of the network media in the drive consumption and produce the value chain, can reflect its own value and bring economic benefit. With the digital process, such as digital photography online Chong, electronic photo albums and other new areas of consumption and value chain will be formed.

(iii) mobile phone message charges

To the end of 2002, China's mobile phone users broke through 200 million, is the Internet users more than 3 times times. The growth of mobile phone messages is a grand spectacle. In 2001 years, the national mobile phone users to send short message nearly 20 billion, and 2002 the national mobile phone users to send a total of 90 billion SMS messages. With the "MMS" business opened, but also opened the door to a new market in the future.