From Traditional Media to New Media Channel: Case Study on the Business Model

摘要：

The traditional business model of media is based on information content to attract the attention of consumers, and this attention is sold to advertisers in exchange for advertising revenue. This single source of income that determine the risk of traditional media business cannot be effectively dispersed, and then hard to resist the storm from economic market. This paper, which based on the literature search, beginning with the design of business model and analysis of business practice case, bring forward the traditional media model of the new media channel strategy. This paper believes that the strategic thinking of traditional media should change from the media management to channel and new media channel. Through business model design, the traditional media should become a comprehensive marketing service provider which function includes information, business, logistics and cash.

作者: CHEN Ming ZHOU Xinyan

作者单位: School of Business Administration, South China University of Technology, Guangzhou, P.R.China, 510640

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 439-444

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）