Profitable Under The New Model Of Media Inquiry

With rapid development of economy and cultural system reform, China's cultural industries, especially media industry get rapid growth. Under the trend of modern media industry adopting enterprise management and industralization, how to strengthen profitability become the problem to which China's media has to pay attention. Economic attribute of media is mainly reflected in meeting profit need to media. Profit model plays a key role in the operation of enterprization and industraliztion of media. To some extent, competition of media industry is the competition of profit model.From the perspective of research achievement of media profit model at home and abroad, the article sorts out shortcomings of profit model of the media on research perspective and research methods, and analyzes the current situation of China's media industry and its strategic environment. Through the analysis of status of media's profit model, it points out problems existing in profit model of China's media. The main part of the article takes media practice as a reference, analyzes three possible paths of profit model innovation of the media with great emphasis from the perspective of media value chain, and proposes product-centric model, competition-oriented model and relationship-oriented model in order to explore methods of profit model. Through the analysis of profit model path of the media and exploration of China's media development direction, it is hoped that the article can offer some help to reform and development of China's media.