Study Of The Existence Of Traditional Media In Cyberspace

With the establish and management of news media websites as the starting point, this paper is intended to expound the dialectical relationships between network economy and media industry, between networks and the society through the blow on traditional media by networks, applying mainly views of dissemination and developing economics, illustrate the characteristics and laws of network dissemination , and connected with facts farsightedly put forward the concrete tactics of operating and managing traditional media websites in the mode of modern enterprises. The first chapter, "Traditional Media Afflicted with the Blow of Networks", mainly explains that in the process of the first pioneering work traditional media have established that news media are not only the party's means of publicity and opinion, but also possess the property of information industry, so enterprise management can be utilized to run news media. The advent of internet promotes a great reform of the news media industry. Because of the fear of meeting with the challenge of the internet, traditional media are starting network business in succession. The integration of the internet and traditionalmedia has been the trend of the times. The second chapter, "the Predicament for Traditional Media Websites to Expand Business", expounds the development situation of information economy and that the development of information economy isn't to replace the old economy completely, but lies in the degree to which information economy and traditional economy are merged. The fusion of tradition media and the internet provides an unprecedented opportunity for the development of traditional media by making full use of the opposite's advantages. However, to subsist and develop, traditional media websites are confronted with a lot of difficulties: the first is the restriction by shortage of funds and the technical level and conditions; the second is the dislocation of the role and function of the media websites, which fails to find the best balance proportion between news and service information, and to exactly understand and grasp the characteristics and laws of information network dissemination, namely quickness, individuality and diversification; the third is the backwardness of the media concepts and operating mechanism. The transformation from propaganda-dominant mode to report-dominant mode hasn't really fulfilled; the fourth is the administrative monopoly in management mechanism, resulting in the situation of the media's "remaining alive, and accepting all whether good or bad," as is not good for domestic networks to develop in competition.The third chapter, "Traditional Media Establishing Modern Enterprise System", includes two aspects: one is system innovation and the other is changing the running mode. System innovation mainly means to reorganize the present running mode, business process and essential resources factors, separate the policy-oriented key business from nonpolicy-oriented key business in the media information industry, and realize the separation of editing activities and managing activities of broadcasting, TV and newspaper, undertaking different capital operation towards then two, with the latter entering the capital market, attracting more investors, and developing diversified business. Once the conditions permit, it can definitely go to the market and attract capital in various forms and strengthen its economic power. The fourth chapter, "the Managing Tactics for the Existence of Traditional Media", to speak macroscopically, studying, utilizing and adapting traditional Chinese media after entering into WTO are all necessary and inevitable. To speak microscopically, first, establish brand sales strategy, set up brand reputation through advertising media and public relation activities, then by employing market foresight, unceasingly seek for "new economic growth point" of subsistence and development; second, establish the tactic of products and service, build individualized websites with special characteristics, improve the efficienc...