The misunderstanding and predicament of the traditional media to engage the media electric dealer

Advertising, gaming, electricity, value-added services have been verified to be a viable internet business model, electric business because of a mature development model and social awareness, many media has been selected as the focus of breakthroughs in the field.

In the process of exploring new Internet media business, Kennedy, a traditional media, all eyes on this field, also from the actual situation of their own organizations, the development of various types of pan-electric products and services, and there are some good successful experience, but overall, the electric business is in a groping stage, and is the partial test water repeatedly attempts to accumulate the experience stage, has not been able to form the scale as well as in the product brand and the operation income to obtain how much substantial breakthrough.

At present, the factors that perplex the traditional media free to develop the electric business are also many, the short boards involving market cognition, system environment, technical support, financial system, operation experience and so on also lead to the successful breakthrough of the project, and become the trademark product and brand of the electric business.

1. Lack of thorough knowledge and understanding of E-commerce business

From the perspective of understanding, although each business unit has launched various types of electric business, but the understanding of some basic problems of the electric business is still a vacuum or misreading, so that the implementation of the specific work of the concept of team thinking can not reach a consensus, in a state of cognitive pluralism and confusion.

The specific performance is as follows:

The fact of "pseudo-electric quotient" caused by the lack of electronic transaction

The essence of electric business is to realize the optimization of business transaction link by electronic means, to promote efficiency, and to realize the lowest transaction cost, however, the current electronic business of the traditional media is to carry on the business transaction through the traditional method, such as using the non-digitized newspaper layout to promote, And some of the so-called electric business in the whole process of selling goods through the traditional advertising, and then the telephone ordering the way of the non-electronic means of business activities, and the electronic business E-commerce basic characteristics do not match.

Lack of correct cognition on the level of ultra-low profit margin of electric business

The reason why the business of electric commerce has a great impact on traditional business transactions it is essentially the optimization of the sales experience process, as well as through the compression of intermediate links to bring lower costs, especially for the new things policy dividend utilization, some tax and venue rents and other traditional business important cost of the composition to avoid, highlighting its advantages, And the media engaged in the electric business, on the one hand, can not from the sales experience process of electronic and experience optimization to do outstanding, on the one hand, limited by the financial management system of the state-owned enterprises and other factors, can not achieve the relevant tax reduction, so that the original profit margin is very low power business in the media practice in the process to the lowest industry, and the relevant business operators have not really understood the low profit margin of the reality of the electric business.

Erroneous reading of expected income due to lack of financial accounting mechanism

Electric business needs to optimize and support huge transaction data, and the need for accurate cost-benefit accounting system, and the current sub-unit of the electrical business of the main body has not been with the subunits of the independent division of Business, related cost-benefit accounting is basically impossible to achieve accurate financial data real-time monitoring response, So that the whole unit of the proceeds of the subunits mistaken for the actual revenue of the electricity business. Although a certain amount of capital investment is required for a business incubation period, including the layout and other resources input, but because of the inability to invest in resources, and can not achieve the independent business of each investment and the accurate description of the proceeds, so that it is difficult to accurately calculate the exact investment of the electrical Business Project and income and profit and profit, This is the fatal short board in the electricity business system.

The lack of cognition and understanding of the competitive advantage of the electric business industry chain

The electric business chain contains several basic links of commodity flow, information flow, capital flow, logistics and digital technology platform, and in these links, the media can not have absolute or outstanding core competitiveness in each link.

First, the media lacks the core of commodities, in addition to standardized newspapers and other media products, no more self-produced goods, the main commodities are imported and through the distribution of the way to carry out the business;

Second, while the information flow, although there is a strong media layout and other resources, but because of its target audience groups and the power business core audience groups, as well as the cost of layout resources such as too high limits, also makes the lack of advantages;

Thirdly, although the capital flow can realize the integration process of electronic payment through the access service of the third party payment institution, the difference between the third party payment and the financial accounting system leads to the inability to efficiently complete the flow of funds, which greatly reduces the efficiency of the whole business execution process;

Its four, though many traditional media, in particular, the newspaper has a large-scale professional logistics team, but the delivery of the main business of the team, the lack of electricity as a distributor of logistics and distribution work of the basic experience, and because of the lack of necessary IT management system support, the implementation of the relevant business is inefficient and unprofessional, Completely unable to meet the electrical business logistics and distribution work requirements;

Its five, and in the technical support platform, in order to solve the natural short board, almost all of the subunits do not take the basic "electric" business model, such as newspaper layout ads with telephone ordering, or micro-bo ads for micro-BO, micro-letters, telephone orders and other comprehensive mode of the actual transaction, in the relatively original state Or the use of Alibaba Taobao C store, micro-letter Micro Shop, pocket pain Micro Shop and other ways to carry out the actual business transactions, the temporary avoidance of the lack of technical support platform, but although the need to solve the functional needs, but can not carry out the customer, demand, user behavior and other data accumulation, so that can not achieve scale efficiency.

2, the media in the electric business innovation process of their own role positioning confused

In summary, the electric business is not an isolated industrial industry, which is essentially a branch of the business chain system, and involves a lot of business chain, such as commodity flow, information flow, capital flow, logistics and platform, although it seems that the media can be involved in almost all of the chain, Including the so-called brand influence, which is often talked about by media people, media credibility, resource integration, such as the so-called advantages, all seem to be able to cut into all the chain, but in fact can leave the media into the space is very small, or the media itself, the ability to control the resources and its subjective desire is a huge difference between, This also leads to the media in the process of doing the business of the subjective demand is too complex, will inevitably lead to its follow-up work can not be carried out.

such as the work should be cut into one of the links, but because the actual action involved in a number of chains directly led to the stall shop too large, so many problems such as the shortage of personnel input, resulting in the core nature of the phenomenon is the media in the business process role positioning problem, rashly positioning itself for a company that can involve all the chain of the entire electrical business, resulting in a chain that can not be directly controlled may be made up by the way of resource integration.

3, lack of user audience group subdivision and vertical community construction and operation of the foundation

Now almost all of the subunits are through their own media layout resources into the flow of electricity business, there will be a single guest costs too high and effective conversion rate is too low, but the root cause is because the traditional paper media can not be a vertical subdivision of traditional audiences, That it is impossible to distinguish the basic features such as interest points and preferences from a large number of user groups, there is no more common vertical subdivision, so that all the spread of the face of wide-area mass communication, can not be accurate subdivision of the transmission, it will inevitably lead to a reduction in the effectiveness of communication, not only can not reduce the cost of transmission , but also because of unnecessary information pushed to the user's interference, so as to trigger a negative reaction.

At the same time, the traditional media organizations based on social media marketing of micro-blog, micro-letter and other accounts, more is positioned as a traditional media news information dissemination of complementary means and platform function, direct service news business, and the lack of direct users of Consumer electronics Service Group Services official micro-blog, micro-letter, Although the problem of high cost of single guest is solved, the problem of low conversion rate cannot be solved because it cannot be spread by vertical subdivision.

Therefore, the entire group of all electrical business is lack of a highly efficient, smooth and low-cost platform and channels, to achieve the flow of electricity business traffic diversion work, and can cultivate and separate more direct service with the demand of the vertical user groups, has reached the formation of the community, And through targeted information push and personalized electronic products push to improve the conversion rate of business.

4, the inherent financial settlement system and the new business requirements of the huge difference between

All the processes of the electric business are basically on a fast track, demand is efficient and convenient, especially for the capital flow requirements are very significant, and because the traditional media group belongs to state-owned enterprises, its financial management has strict rules and regulations, the relevant process approval is more cumbersome, and not for more matters, And for these reasons, most of the financial settlement accounts supporting the electrical business are directly tied to the Sub unit financial main account, resulting in a lot of restrictions, such as return refund is a frequent phenomenon in the electric business, and most of the media unit financial account system requirements is that the funds can not only enter, If you need a refund and other report application, in the actual operation process, the actual requirements of the user experience, so that a large number of such refunds can not be used in such a primitive way to complete, will inevitably lead to the entire process experience interruption, making the new business from the beginning of the birth of many elbow.

5, specialized electric business personnel's flaw

Although the current domestic electric industry development is more popular, related business models and concepts are also relatively clear, but the actual implementation of the details of the practical needs of a strong professional ability to match to carry out the business, and each child unit, although launched the electric business, but did not embark on a professional operation of the road, On the one hand, due to the trial period of business incubation, has not entered the specialized operation stage, on the one hand also because the related specialized talented person's flaw, causes each child unit to go back a professional electric business enterprise many years ago to walk the old road, completely cannot show own after the advantage, and because each child unit business system relatively independent, In the process of engaging in electrical business, the first team accumulated mature experience and failure lessons can not be in the traditional media within a good exchange and sharing, but also caused a huge waste of resources.

Since the core operators of electric business are from commercial organizations, the accumulation of its core operation mode can not be spread through the way of open training, all kinds of business training guests invited by each sub unit are more from the perspective of theoretical research and observer identity, and the training content can not be cut into the core of the electric business. Also led to the increase in the cost of exploration.

6. Lack of basic technology support platform

Although many traditional media have already used the free service of the open platform to satisfy some of the current technical support demand, but as the technical force supporting the electric business system, in addition to providing support for the main body of the transaction, it is necessary to support the business periphery, such as exploiting the user and customer management information System, To nurture and incubate user-separated products for the consumer of the electric business, the development of a new media-based flow portal platform and products, the deployment of a unified user management and transaction management and data analysis systems, these are important to support the electrical business of the main products and services, and in this regard, the majority of the media are powerless to this demand.

Of course, the traditional media to engage in media business will also face many difficulties and challenges, but the above basic dilemma may be fundamental, these fundamental problems can not be solved, engaged in the so-called media business is nonsense.

In the process of media industrialization, diversified business model on the road, facing a new industry and field, each step is full of challenges, but also have to face up, the media business although difficult, but only to solve a few fundamental problems, and can bend practice, with lean thinking first try, It may also be expected that the new model of the electric-related business should be explored. Finish）

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