| Internet is rapidly growing and spreading since it was open to the public in the middle of the 90's in china. Following newspapers and periodicals, broadcasts, televisions, it was determined as the forth media at UN Commission on News in May 1998. In 2000, Internet media was used extensively instead of the forth media.Internet is a medium with communication attributes and functions. It is used in more extensive space than traditional media. A serious of basic services and extra services make Internet become a big economic entity. It is a platform not only to transmit message, but also to provide varied services. It quite well explains Mcluhan M saying, " Media: The Extension of Man".In view of the development and property, we find that Internet is a rising media not only with intermediary nature; it also has character in commerce, society, entertainment and tool. While analyzing traditional media the paper tries to find the difference in management way between Internet media and traditional media, to point out the possible way of Internet in future.The paper devotes much attention to the existing modes of Internet media, they were divided into portals and special webs. The former concludes sina.com, sohu.com, 163.com, etc. The latter conclude news webs, entertainment webs, e-commerce webs, It webs, etc. The paper researches the management way of these webs and summarizes ten modes, they are Content, Network ad, E-commerce, Mobile note, Network connect fees, Broad Band, Online-games, Instant Messenger, Corporate service. They also can be classified three types according to resource proprietary: self-resource, retail-resource and agent-resource. Internet is transforming its economic type from scale economy to scope economy.At last, the paper points out the possible way and the new mode about Internet media: content plus platform. |
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