互联网时代的媒体形态变迁与商业模式重构

发布时间：2019-06-20 11:08

【摘要】：互联网时代,媒体形态经历了内容媒体、社交媒体、场景媒体的三次变革。每个媒体形态都具有相应的商业模式。从价值链的视角看,内容媒体通过人与内容的连接,依靠流量逻辑获得广告收益;社交媒体通过人与人的连接,依靠关系逻辑催生共享经济;场景媒体通过人与场景的连接,依靠跨界逻辑产生电商支付。在媒体形态日益交叉融合的状态下,传统媒体要让内容有更多的入口平台和商业价值,不应简单停留于通过内容产品提供来获取红海竞争性流量的传统商业模式,而要构建以场景为入口、以内容为价值、以连接为中心、以社群为最大公约数的商业逻辑。
[Abstract]:In the Internet era, the form of media has experienced three changes in content media, social media and scene media. Each media form has a corresponding business model. From the perspective of value chain, content media obtains advertising revenue through the connection between people and content, relying on traffic logic to obtain advertising revenue; social media through person-to-person connection, relying on relational logic to give birth to sharing economy; scene media through the connection between people and scenes, relying on cross-border logic to generate e-commerce payment. In the state of increasingly cross-integration of media forms, traditional media should not simply stay in the traditional business model of obtaining competitive traffic in the Red Sea through the provision of content products, but should construct the business logic of taking the scene as the entrance, content as the value, connection as the center and community as the maximum common divisor in order to make the content have more entrance platform and commercial value, and the traditional media should not simply stay in the traditional business model of obtaining competitive flow in the Red Sea through the provision of content products.
【作者单位】：暨南大学新闻与传播学院;
【基金】：国家社科基金重大项目“互联网群体传播的特点、机制与理论研究、机制与理论研究”(项目编号:15ZDB142) 广州市哲学社科科学“十三五”规划项目“习近平互联网管理思想视阈下的社会舆情引导机制研究”(项目编号:2016MZXY10)的研究成果
【分类号】：G206-F

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