Research On New Media Business Model Innovation:Mechanism,Framework And Empirical Test

With the the rapid development of advanced information technology such as 5G,artificial intelligence and block chain,revolution of media forms and information dissemination way has not only given rise to new Internet companies and new media companies,also brought huge impacts even overturn type changes on traditional business model.As a result,the enterprise marketing management and business model innovation has enter the new media era.New Media Business Model Innovation,as a composite concept of New Media and Business Model Innovation(BMI),is the application and development of business model innovation in the field of new media.It has the same essential attributes as other enterprises and traditional media business model innovation.New Media Business Model Innovation can be explained as a creative activity of new media to reconstruct or reinvent the value system by readjusting and allocating various resource elements in order to adapt to the external environment,technological innovation and the change of consumer demand.It is an activity process in which new media organizations create new ways of value delivery and value acquisition mechanisms by logically changing the ways of providing services and values.Throughout the development of new media,it not only reflects the development and change of technology,but also presents the update of product form and information transmission mode,and interweaves with the innovation and evolution of business model.The change and evolution of the form of new media often brings the synchronous evolution of the innovation of new media business model.The development of new media present form evolution can be divided into five stages: portal website stage,We Media stage,network video broadcast platform stage,stage of social media form,user generated content stage under automatic recommendation algorithm.Each development stage is accompanied by the improvement of the existing business model and the development of the new business model.At present,the realistic prospect of China's new media business model innovation mainly presents three forms,namely,content oriented new media business model innovation,technology oriented new media business model innovation and platform oriented new media business model innovation.The operating mechanism and internal logic of new media business model innovation are rooted in the essential characteristics of business model innovation,that is,the remodeling and reengineering of value system.From the perspective of value,the operating mechanism of new media business model innovation is a creative process of continuously realizing value reconstruction and upgrading based on its unique attributes.The deep logic of new media business model innovation lies in the systematic innovation of its three constituent dimensions,namely,value proposition innovation,value creation and transmission innovation,and value acquisition innovation.Based on the principle analysis of the new media business model innovation,this study build the theoretical framework of the new media business model innovation system: new media Accessibility based on the information technology corresponding to value proposition innovation,the variety of new media Content strategy corresponding to value creatio and value delivery innovation,new media Revenue Source corresponding to value capture innovation.From the perspective of dynamic environment,based on characteristics of new media business model innovation and exogenous variables and endogenous variables,this study build the new media business model innovation empirical model of influence factors,put forward the research hypothesis and verified by the empirical data,thus further clear influence factors and mechanism of new media business model innovation.The empirical research results show that,technology orientation has a significant positive influence mechanism on new media business model innovation;dynamic capability has a significant positive influence mechanism on new media business model innovation.;organizational learning has a significant positive impact on the connectivity of new media business model innovation and the diversity of content strategies.But organizational learning has no significant impact on the Revenue Source of new media business model innovation.New media business model innovation is a new research topic which is in dynamic evolution both in theory and in practice.Future research on new media business model innovation needs to integrate multi-dimensional theories to further deepen the theoretical construction,and further expand the research dimension of new media embedded in the business model innovation of application-oriented enterprises.