during the development of online media, with the practice of its own operation, the exploration of profit model has never stopped. During the Warring States Period of the Internet, the media network must have a keen business vision, and whoever seizes the initiative will run ahead. Learn from experience and lessons, keep a close eye on the market dynamics, adjust the profit model, and ensure that the online media operation is on a safe track. China's online media, especially those websites that have considerable scale and strength today and have been corporatized, are constantly innovating. Below, we subdivide the profit model of online media.
1. Common information content charges
Based on the current online media information content revenue models at home and abroad, there are generally the following three types: 1. News and information content are packaged and sold to other websites or media; 2. Users can browse the website only by paying; 3. Users pay for database query.
the success of content charging is not achieved overnight, and it must be based on high information quality, high content uniqueness (i.e. low substitutability), convenient and perfect payment mechanism, sound concept of consumers' payment, low internet access rate, high speed, clear market segmentation, and the content is not easy to be copied and copied.
II. Network-specific information
Network-specific information refers to a highly professional, practical and effective electronic reader customized by online media according to the special needs of relevant governments, enterprises and institutions, and subscribers receive it regularly through the network pass (password) given by online media. For example, various reference electronic texts edited for the financial system, real estate system and automobile, building materials, chemical industry, environmental protection and other industries can also appear in conjunction with printed materials. Subscribers usually subscribe for half a year or a year at a time, and the fees for this kind of information are generally higher. People's Daily Online and Xinhuanet have this business at present. For example, People's Daily Online's latest e-reader of policy information has a good sales momentum.
Third, live webcast
This marketing model was introduced and developed from TV and radio. According to the needs of government departments or enterprises, online media send people to the scene to broadcast their activities live online, and text, pictures or audio-visual content can be accessed online at the first time, which has its own unique advantages compared with other media. It doesn't need expensive equipment for live TV broadcast, and it doesn't need a huge live broadcast team, and the charge is relatively low. It can also communicate with readers directly through the network, and the live content can be read many times. After a long time, you can read it at any time.
. IV. Jointly launch online topics with the government and enterprises
Online media provide a publishing and technical platform, and jointly launch online topics within their business scope with the government and enterprises, which has a lot of space. This idea is based on the brand and influence of online media. With the help of a bigger and better network platform, the government and enterprises can publish their own information, expand their influence and promote their own products, which is much better than their own websites and saves a lot of manpower and expenses. Why not?
V. Syndicated manuscripts
Syndicated manuscripts have been developed abroad, and the largest syndicated websites in the world include iSyndicate, ScreamingMedia and YellowBrix. Syndication of manuscripts is the simplest way and way to enjoy online media resources. News articles, in-depth reports and columnist articles are available for joint publication or purchase by various websites. This kind of manuscript can be aimed at the mass market or niche markets.
For example, Zhongqing. com has made a very detailed in-depth report and database on college enrollment in China this summer. This information and manuscript can be provided to other websites in the form of syndication. Syndication of the manuscript can not only enrich the content, reduce the cost and increase the income, but also increase the number of clicks by clicking on the manuscript of the syndicate. Syndicated headlines are more likely to increase the number of clicks than the logo of the website.
VI. Turning traditional media content into a source of wealth for online media
People in charge of news media often worry that putting too much content in traditional media online will have a negative impact on the operation of print media and the protection of the most commercially valuable resource content of traditional media. However, if we excessively restrict the development of newsworthy content on the Internet, "it will disappoint netizens, because netizens are increasingly picky about the content of the website and their appetite is growing." As a matter of fact, most visitors to news media websites are not subscribers to the print media. Most of the people who oppose putting printed content on the internet come from the marketing departments such as publishing and distribution of newspapers, not from the editorial departments of newspapers. When readers buy a magazine or newspaper, they pay not the content cost, but the printing and distribution cost. Online media has reduced the cost of media to zero, and opened the door to new audiences, and opened the door to readers who had no chance to read your content in the past. These new audiences will become new sources of your wealth.
VII. Charges for practical consumption information functions
The Internet has a variety of powerful practical information service functions. In the past, in order to attract users, most of them provided users with free e-mail and homepage space. However, at present, paying for services or paying for VIP services has become the starting point of website management. For websites with great credibility and influence, enterprises and institutions in social, economic, cultural and other fields will think of using their communication platforms. Therefore, the prospect of charging for services or achieving "win-win" through various cooperation is very broad.
obviously, the information of online media can reflect its own value and bring economic benefits only after it drives consumption and produces value chain. With the process of digitalization, new consumption areas and value chains, such as digital photography online expansion and electronic photo albums, are bound to form.
VIII. SMS charging
Nowadays, mobile phone is not only a communication tool for two-way voice communication, but also a popular information dissemination tool. The title of "the fifth media" seems to belong to it, and the growth of SMS in China is a magnificent sight. In this emerging field and market, besides mobile telecom operators, the biggest beneficiaries are all kinds of content providers. Nowadays, SMS revenue has become an important source of online media revenue.
The biggest inspiration from SMS revenue is to make timely and accurate judgments on new technologies and new markets. As early as June 9, 2111, the Japanese and English versions of the online version of People's Daily (renamed People's Daily in August of the same year) were officially opened in Japan, becoming the first website in China to send short messages to subscribers on the Internet. However, after a lapse of two years, it was not until the World Cup in May and June 2112 that People's Daily Online promoted SMS news subscription in China. News media websites often lose the opportunity of development because of the indifference of profit consciousness and the inflexibility of their own mechanisms.
IX. E-commerce platform
It is also a common mode for online media to build an e-commerce platform as one of the revenue means. Among the news media websites, the representative ones are the book sales of Dayang.com (Guangzhou Daily website) and the "group buying" platform of YNET.COM (Beijing Youth Daily website).
Dayang. com is the first news media website with obvious e-commerce nature in China, and it has achieved considerable scale. Its symbol is the "Ocean Book City" established in 2111. At present, in addition to Guangzhou main station, there are two sub-stations in Shanghai and Beijing. After receiving the customer's online order, the staff will confirm it by phone, and then use Guangzhou Daily to set up a distribution team of nearly 3,111 people to deliver the goods to the consumers in a short time. In terms of payment, Dayang Bookstore has established an online payment system with the support of more than 12 banks in cooperation with Guangdong UnionPay, and with cash on delivery, post office remittance and other means, the choice of payment methods for readers is more flexible and convenient. It solves the two major problems of distribution and payment in e-commerce. At present, Ocean Bookstore can provide more than one million kinds of books, CDs, software and other publications, and its online sales in 2111 reached nearly 11 million yuan. The phenomenon of "group purchase" realized by individual consumers out of the same purchase intention is a new market phenomenon and purchase phenomenon in domestic economic life in 2112. Its appearance is closely related to network communication, and the latter is the most ideal intermediary and communication platform for the former.
after a long period of "burning money", e-commerce has finally begun to pick up, and it can make profits in many ways. If the membership system is implemented, it is one of them.
There are various membership fees for industry websites, some of which can receive tens of thousands of yuan. For example, Sinochem. com, each member's' access fee' is RMB 2,111, and a service fee of RMB 6,111 is required every year. This alone, the website's annual income will reach more than 41 million yuan. Other websites make money by charging an initial fee. Is to open a franchise store online, or to share resources together and get a corresponding proportion of returns. For example, the 8848 website has set up an online alliance, where customers can set up shop at any time, and the lowest one only charges 1 yuan money every day. Some alliance stores charge rent or income door fees, which vary in number. Because it depends on scale to make money, the general expenses are relatively low. Websites such as eBay, which focuses on B2C (business-to-individual consumers), mainly rely on collecting platform usage fees. Such as the merchant's goods login fee, reserve price setting fee, goods recommendation fee, transaction service fee, etc. In addition, charging the difference fee is also favored by some websites. Such as Zhuoyue, Dangdang, etc., through online logistics distribution, customers buy, deliver goods to their doors, and earn price difference.
from the whole situation, e-commerce has gone out of the misunderstanding of "creating eye-catching attraction" in the previous two years and started to make profits. In 2113, the transaction volume of online shopping in China was about 791 million yuan, an increase of 116.2% over the previous year. Some experts predict that it will reach 1.6 billion yuan this year. Ma Yun, Chairman and CEO of Alibaba, predicted: "The pattern of e-commerce industry in China will change dramatically! The Internet in China will be transferred from the era of "netizens" to the era of "online merchants". "
X. network access
The largest operators of network access are telecommunications and radio and television. That is to say, the technology and market scale of telecom transmission network and cable TV transmission network determine the growth and decline of ADSL and cable modem at present.
from a technical point of view, ADSL is constantly speeding up. for example, in July 2112, all major ADSL operators in Japan announced that they were prepared to provide services with transmission speed exceeding 8Mbit/ s. In March, 2113, Centillium Communications published the latest ADSL technology "eXtremeDSL MAX". Its characteristic is to improve the maximum transmission speed of uplink and downlink at the same time, and to extend the distance between ADSL service and base station. In terms of transmission speed, the maximum transmission speed is 51Mbit/ s from the base station to the user's residence (downlink) and 3Mbit/ s from the user's residence to the base station (uplink). In addition, when the distance from the base station is up to 7km, the downlink transmission speed of 192kbit/ s, which exceeds ISDN, can still be ensured. ⑥ From the domestic market, although the bandwidth provided by ADSL is limited at present, the momentum of telecom promotion is aggressive. Although the cable TV transmission network has some inherent advantages in broadband network access, whether it can become the "big brother" in the market in the fierce competition still needs its own actions to answer this challenge.
here is a brief introduction of Taiwan Province dongsen media technology group (hereinafter referred to as "dongsen group"). Under the trend of global media integration of communication industry, information industry and telecommunications industry, Dongsen Group took the lead, and from 1995, it quickly changed from the initial role of traditional cable TV operator to a cross-media operator combining mass media, information network and telecommunications. After five or six years' development, it has become a "four-in-one" media group covering radio, television, print media and online media. Dongsen clearly put forward the concept of 4C media, that is, the integrated marketing service of media Content, network and Communication, customer resource integration Community and e-commerce. In terms of network services, there are mainly two companies, ETToday and ETWebs. The former focuses on Dongsen TV news, especially audio and video content resources; The latter is mainly engaged in broadband Internet service, network interactive TV service, broadband platform and content provision, website M&A investment and other businesses. Both of them have their own broadband portals and sub-network stations, providing all-inclusive information content and various network services. Dongsen began to invest 5 billion yuan in 1998 to complete the infrastructure of the island's fiber coaxial hybrid transmission network. In 1999, it officially launched broadband internet access service, and its users developed rapidly. At the same time, it aimed at the 511 billion yuan telecom market in Taiwan Province. In 2111, Dongsen Broadband Telecom Company was established specifically, and ADSL broadband internet access was launched in 2111, thus rapidly expanding its business tentacles from the original CableModem market to the general dial-up and ADSL fields, which was equivalent to taking all ISPs. (Note: Taiwan Province called "network" as "network"; Call "broadband" as "broadband")
XI. Diversified businesses
Like other media, online media can conduct a variety of business related to or unrelated to itself. Related businesses, such as online advertising production, domain name registration, hosting, space leasing and so on, can also use their mature technology to provide other customers with website construction services. In April 2111, Shanghai Oriental Network launched the "Oriental Network" project by taking advantage of its brand. In February of the same year, Shanghai Oriental Network Chain Management Co., Ltd. was incorporated. In 2112, the chain stores of Oriental Network formed a scale. At present, there are 238 franchise chain stores, accounting for one third of the total number of Internet cafes in Shanghai. This move will not only find a proper solution to the problem of "Internet cafes" which has been criticized by the society, but also open up new revenue areas for Dongfang. com. In short, how to develop offline business areas is also among the things that should be observed by online media.
XII. New broadband services
Broadband networks can provide richer and diversified content and service modes. For users, the initial selling point of broadband network is, of course, high-speed internet access, but after the realization of high-speed internet access, users will immediately face higher and more requirements, and whether service providers can provide the content and services required by users will be the most important factor related to their growth or not. In a word, the value of broadband internet access lies not in the internet itself, but in its content and service provision.
one of the major changes brought by broadband network is that the entertainment function of the network has been greatly improved. At present, the most obvious manifestations are online games and online viewing and downloading of film and television works.
In p>2111, the output value of online games in South Korea reached US$ 1 billion, which was six times that of 1999. The rapid growth of the output value of online game industry in Korea is a miracle created by the strong interaction with the prosperity of Internet cafes and the popularity of broadband networks. At present, Korean online games are aggressively entering the domestic market. Many websites have identified online games as another profit growth after SMS.