Opening up a blue sea of network operation--the management way of new media

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In the internet age, the Internet is destined to become the survival and development of all media new impetus and source. But we also see that whether it is the traditional media eager to find a new way out of the Internet, or the online media that tries to get rid of the dilemma by working with the traditional media, it faces a common dilemma: how to build a new profit model on the internet and how to get greater economic benefits. To achieve this goal, of course, can not rely on traditional media to go through the old road, there is no ready-made successful experience to learn from, the only thing to do is in the business philosophy, business model, win-benefit mode and business strategy on the continuous exploration and innovation in the Internet to explore and establish a new media industry value chain. The author believes that to solve this problem, we must achieve breakthroughs in the following aspects.

I. Innovating business philosophy--from disseminating information to managing information

Network media, no matter what type of site, have a common title: ICP (Content provider's English shrink), do not underestimate the title, it is the media's social role in the network era of a major change. We know that the greatest function of traditional media is as a tool of information dissemination, and profit is only a derivative function. Western scholars have divided the media industry into cultural economy and financial economy, in the cultural economy, the media sells "symbols, meaning and pleasure" to the audience, gaining the attention of the audience, that is, circulation and ratings, and in the financial economy, the media has turned its audience's attention to advertisers and advertisers, earning advertising revenue and profits. It is through this "two sales" to complete the exchange of values and use value. Because of this, advertising has become the most important way for the media to profit. In the network era, the audience's demand for the media has changed, according to the survey of China Internet Network Information Center (CNNIC), the purpose of people surfing the internet is not only "access to information", but also "leisure and entertainment", "personal communication", "emotional need", "academic research", "online chat", "Information inquiry" , "Electronic magazine", "Short Message Service", "personal homepage" and so on. In other words, the relationship between Internet media and Internet users is not only the relationship between the information communicators and the recipients, but also the relationship between the network content providers and consumers. In addition to the traditional media's "two times Sale", the net media's profit way is to sell and operate the content products directly. Like the Wall Street Journal's Web site, which publishes economic reports and financial articles, but because it provides the information authoritative, informative, rich, to the investor has the extremely high practical value, the website starts to introduce the charge system, the Subscriber pays the standard is: the annual payment of the parent newspaper subscriber 29 dollars, is not the parent newspaper subscriber's annual pay 49 dollars. By the first quarter of 2005, the website had reached 731,000 online subscribers with a net revenue of $117.2 million. In recent years, SMS, MMS ringtones download, online games, e-mail, data query and other information value-added services has become a major source of revenue for many websites. This means that Internet users are not like using traditional media, simply for free (or very little cost) to obtain some information, but in the consumption of a paid application of content products, which requires network media to produce and provide more and better content products as their logical point and destination, The maximization of the value is realized by satisfying the demand of the consumer and service of the content products by the network terminal customers. We can expect that with the increasingly rich content products on the web and the increasingly diverse information services, the market space of the network media will be more and more big.

Two. Innovate the way of operation--build the comprehensive information platform

In recent years, there has been an obvious trend in the mode of operation of media industry, that is the rise of "fusion media" (Convergence media). Fusion Media is not the interaction and cooperation of different media forms in general sense, but in the same business to break the boundaries of different media, different media, different forms of content products to get a technical platform to plan, organize and produce, and then spread by different media, it is a "printed, audio, video , interactive digital media organizations, strategic, operational, and cultural alliances. [I] is the overall integration of the media enterprises in the form of ownership and business mode. In the new media, the United States media companies have recognized the media industry, the development trend, is trying to spread the possibility of the development of communication technology into the media industry's practical mode of operation. In addition to the famous Chicago Tribune, the American Forum Company also has a number of radio, television and news sites, the forum company to change the past its different media for the dispersion of the array, the formation of a unified multimedia newsroom, formed a network-centric integrated information platform, unified editing, Unified production of text reports and audio, video programs, and then separately to its newspapers, radio stations, television channels, Web sites or IPTV delivery. The media industry brought by Fusion Media is not only the reform of news service, but also the profound change of operation mode and management pattern. From the point of view of content product production, the fusion medium can optimize the transmission of content decision form, improve the overall effect of communication, exert the 1+1>2 effect and market value; From the point of view of media operation, the fusion medium is beneficial to the intensive management of media enterprises, reduce the production cost of the finished products , which forms the core competitiveness of media, and from the media ecology, it promotes the upgrading and upgrade of media industry, and embodies the inevitable trend of media development. In China, the integration of media has been emerging, such as some large media groups have begun to set up multimedia News Editing Center, the integration of the whole group of news resources, the group of news to adopt a unified editing, classification, and finally to the group within the different media to publish. It can be said that the integration of media is the network era of media industry bigger and stronger the only way, who can get to the beat, who can be in the future fierce market competition in an invincible position.

Three. Innovate business model--establish new marketing system.

Compared with traditional mass media, network media has the characteristics of virtuality, interactivity and openness. For human beings, the Internet is not only a new means of communication, but also a new way of life and work, a virtual world that can reflect the realistic picture. Where the real life of all the business activities and operating methods can be moved to the Internet, such as online supermarket, online banking, online bookstore, online hospitals, online schools and so on, Internet users can easily engage in shopping, stock, trading, clearing, consulting, auction and other activities, The internet provides us with a huge invisible virtual market. And the relationship between Internet media and Internet users from the past one-way linear point of the relationship, into a two-way, interactive point-to-point relationship, which for the network media directly engaged in the market to buy and sell to provide convenience. As the service integration platform and Value center of information products, the network media can integrate effectively with other industries on the basis of complementary advantages and benefit sharing, and form a new industrial value chain. such as network media and film companies, entertainment companies, gaming software companies, libraries, museums, consulting companies, schools and other cooperation, the formation of online culture and entertainment, library and information industry, consulting industry, education industry and other new cultural industry patterns; with retail companies, securities companies, auction companies, leasing companies, travel companies, Real estate companies and other cooperation, directly engaged in E-commerce. In fact, the Internet developed in the United States, network media engaged in Cross-media, cross-industry diversified business is commonplace, such as "USA Today" on the Internet with the interactive car network to establish a car to buy and sell the auto site, has become the largest online car dealers in the United States, the Times-mirror company and the real estate Trading network cooperation, Together to make real estate transactions; The Boston Herald's website runs a department store online, ranging from running health supplies, computers, appliances, fashion, furniture to flowers, jewellery, gifts, watches, toys and pets. Canadian "Toronto Star" in the Internet opened an independent tostar.com website, this site is like an online supermarket, attracted 250,000 businesses and enterprises and more than 2000 to provide various types of merchandise information to join the Web site to do the whole of the Greater Toronto Area of the online business, the revenue is quite abundant. Carefully observe the characteristics of foreign network media "doing Business", you can find that they do business also to avoid weaknesses, pay attention to the characteristics of their own audience groups starting. The Thames website is targeted at white-collar workers, such as politics, business and intellectual circles, and the Web site distributes goods that match their daily needs and appeal. We believe that with the development of network technology, the popularity of broadband and online payments, such as restricting the development of E-commerce bottlenecks breakthrough, information flow, capital flow and logistics will be further integrated online, value and profit will be transferred to the Internet in a variety of ways, there will be more new business models and profitable way to be born online.

Four. Innovate business strategy--take the road of brand and characteristic.

Brand is an enterprise and product identification and banner, representing the enterprise's visibility, appeal and influence, but also an embodiment of enterprise intrinsic value, the development of media industry also need to take the road of brand strategy. But the brand is not self-appointed, also not by design and packaging out, but the enterprise through unremitting efforts in the hearts of consumers to set up a bit bit by bit, is the corporate philosophy and corporate culture of the explicit. Network media is a very personalized communication tool, in the dissemination of content and acceptance of the way to show the "fragmentation" and "to center" characteristics, to make the network media deeply rooted in the hearts of netizens, we must, according to their own characteristics, to its target market, content products, service objects to make accurate positioning, to achieve market segmentation, The specialization of the channel, the difference of the product, the division of the service object, outstanding characteristic in the difference, reach the crowd in the audience. The Wall Street Journal's Web site was popular with netizens, one important reason is that it relies on the Wall Street Journal, a financial newspaper, to target its clients to business people with high academic qualifications, high income and high positions, who need not only the general financial developments, But also need to the financial policy, the economic trend, the market tendency, the stock market price carries on the exhaustively, the interviewers depth analysis, thus becomes they invests the finance the staff, the steward and the consultant. Websites that specialize in their needs naturally win their favor, and they are willing to pay for it. and another small web site, created by two young people, focused on the video-sharing business, targeting people, especially young people, who want to youtube their videos and share them online, in just two years. YouTube attracts a large amount of video files and has a huge user community, but also constitutes a strong market segment and won a higher market share. All network media that have established or are forming brands, such as Yahoo, Sina, Sohu, NetEase, are all in the in-depth analysis of the needs of netizens on the basis of efforts to open up market segments, in the public, small, personalized services gradually formed their own "business circle" (such as Sina's blog community, Sohu's search engine, NetEase network games, netizens also in the internet gradually formed a brand of loyalty and dependence, brand become their first choice for surfing the internet. On the contrary, those websites that seem to be readily available, all-encompassing, without a clear positioning, content product homogeneity will never build their own brands.

European College of Business Administration Professor W? Money? Kinghaleni? Mobogne has put forward the "blue sea" strategy, they image of the fierce competition in the traditional market metaphor as "Red Ocean", in the Red Sea, the number of competitors, everyone doing the same thing, in the fierce competition you fight me, blood. But as long as we go beyond our existing needs and rebuild our new market boundaries, we will find some familiar new markets that have not existed in the past, and this is the so-called "blue ocean". The internet is such an infinite wide, look not to the edge, and constantly be conquered by the pioneers of the blue ocean. Someone once likened, "if the Internet innovation is 10000, then now we do only 0.001, the real innovation of the internet has not yet begun." "Based on the long tail of the internet has three no limit: that is, unlimited demand, transmission without limit and the producer has no limit, it has been and is to our interpretation of countless wealth stories, and the story of the protagonist is always those who dare to eat crabs pioneers."