Research On Media Economic Development In The Internet Age On Platform Economic Theory

The purpose of this paper is talk about media economic development in the age of the Internet on the platform economic theory as the main theoretical framework, and reveals characteristics and laws of media economic development, exploring the media economic development patterns and trends in the future.Media economy, becoming an important force in the promotion of modern economic and social development and progress under industrial convergence, will be necessarily based on the Internet as the physical basis of platform which affects profoundly the context of the media economic development. Traditional media, formed in the industrial age, are bound to face the issue of development in the Internet age. On the other hand, network media as a new force in the media economy, become important engine to promote economic development. Traditional media development, as well as network media development is the new issues of media economic research in the rapidly changing market environment. The idea of "platform" will provide a new way and solution to explore this issue.On the above research background and significance, the paper firstly analyses the platform logic of media economic development from the basic theory level, the of historical development level and industry practice level. The platform logic links media economy development before the Internet era to the media economic development in the Internet era, accessing the traditional media and online media to the same study context, which is a huge difference in the economy mechanisms and characteristics. There is a conclusion that media of economic development based on platform is the only way to adapt to the development of the Internet era.Traditional media is one of the main objects of study. On the platform economic theory, traditional media economy, which is the dual market structure characteristics, shows a negative cross-network externality which is unable to adapt to the Internet platform unlimited scalability characteristics and lead to have no advantage on the platform expansion and unilateral platform economic substance which lead to have no complete bilateral market profit model structure. Traditional media have to face a crisis of survival once the advertising market is affected by the impact of the development of Internet media. On the basis of the above analysis, the paper presents the view that the traditional media must be platform transition to the network media existence, which includes two elements: platform expansion on specialized features content platform, and profit model of bilateral economy on survival of database construction.The network media is the other main object of study. The view of substantive issues of the development of the network media platforms is that unlimited scalability of the platform is reflected in the network media business model innovation. The paper gives the base of network media business model-building is free mechanism. The key of free mechanism is to stimulate the demand-side scale economies and achieve supply-side scope economies. Free mechanism is only the necessary condition to building network media business model. So the paper gives a judgment that the business model based on a single information flow is insufficient to support the future development of the media economy for the purpose of the construction of the network media business model is to achieve profitability. Furthermore, the paper describes the idea of building business model of network media platforms:the expansion and integration of platform. Specifically, there are two ways that building value-added services-based platform to extend the multilateral economic business model, as well as building information flow, capital flow and logistics platform integrated business model.Finally, the paper focuses on China to analyses further the network media business model-building from an empirical point of view. The evolution of China’s Internet media platform business model is divided into two stages. The first stage is the first generation of China’s Internet media business models on Web1.0such as Sina, Sohu, Netcase and search engines Baidu. And the second is the second generation of China’s Internet media business models on Web2.0such as Tencent and Alibaba&Taobao. In sum up, the second generation of China’s Internet media business models represent the media economic future development prospects...