网络媒体盈利模式研究

【作者】 芦瑞；

【导师】 董广安；

【作者基本信息】 郑州大学 ， 新闻学， 2003， 硕士

【摘要】 本文主要分两部分进行探讨研究：一、对网络媒体盈利模式产生影响的两种理论：注意力经济理论和品牌经济理论。在网络兴起初期，争夺注意力成为几乎所有网络媒体的经营目标，当这种经济理论不再适合网络发展后，取而代之的是传统产业奉行的“品牌经济”理论。注意力经济模式的误区在哪里?网络媒体的品牌对其盈利能力有何影响?网络媒体如何进行品牌建设与经营?文中将以营销大师菲利普·科特勒(Philip Ketler)的品牌理论为依托，结合网络媒体的特性对以上问题一一探讨、解答。二、网络媒体具体盈利模式分析。网络媒体目前采用了网络广告、网络收费服务、网络零售等一些具体的盈利模式，文中对这些模式的运用及效果进行了分析研究。在探讨过网络媒体曾经和正在遵循的经济理论，分析了几种具体的盈利模式后，本文试图在小结中得出未来网络媒体的盈利之路的趋势：一是与传统产业结合，二是盈利模式的多元化。更多还原

【Abstract】 The research concern of this thesis focuses on two areas: firstly, it presents an analysis on the two theories which influence the profit models of network media: attention economy theory and brand economy theory. In the early days when the network prospered, the marketing goal of all network media was to attract the attention of the public. But before long this economic theory was replaced by brand economy theory as soon as it was found to be unsuitable for the development of the network. Then what are the faults with the model of attention economy? What influence do the brands of network media have on its profit capacity? How do the network media construct and manage their brands? This thesis, based on marketing master Philip Ketler’ s brand theory and associated with peculiar features of network media, makes an investigation into the above-mentioned problems and provides possible solutions to them. Secondly, this thesis presents an analysis of the profit models of the network media. Nowadays, the network media adopt such concrete profit models as network advertisement, network paid services, and network retailing. This thesis presents a research on the application and effectiveness of these models. After researching on the economic theories once followed and being followed and analyzing several concrete profit models, this thesis tries to arrive at the path to profit for the future network media: to regress to conventional economy or to diversify the business.更多还原