Exploration On Chinese Cyber Media And Profit Mode

Chinese cyber media had experienced the first ten years in its life by 2005. During the ten years of grope since its birth, the Chinese cyber media knew its own success and failure clearly. After metamorphosizing time and time again, Chinese cyber media has started to explore the way to realize large-scale management and specialization, which results in relevant advancement in these regards of operation scale, application scope and technology. The Cyber media has developed from a single industry media to a kind of mass media, which related closely to various industries, and been the important part of the media industry. Therefore, carrying out a deep and comprehensive rational analysis and a positive research is of great significance not only for confirming the core competence and making strategy of competition, but also for maintaining the stable and healthy development of the whole Chinese cyber media and establishing effective profit mode.First of all, this thesis does a macro analysis on the exterior environment of the cyber media, including analyses on general environment and five key competitive forces. PEST in the field of administrative science is used to analyze the influence on cyber media exerted by politics, economics, society and technology when it refers to general environment of cyber media. On basis of the analysis above, I put forward the idea that cyber media has five special competitive forces itself in light of Porter's five competitive forces model: the administrative management capability of government, consuming capability of on-line consumers, bargain capability of advertising agents, competence in the circle of cyber media, competence of other media. These five driving competences not only decide the profit-gaining capability of cyber media, but also are helpful for cyber media to set its core competition strategy objectively. My creation in this thesis is the important factor,"government policy", which I figured out based on the characteristics of media industry in China. The second creative points of view, is fostering the core competence of the cyber media and design the patterns of competition strategy. In light of the concept"core competence"put forward by the famous scholar of administrative science,C.K. Prahalad and Gary Hamel, I pointed out in the thesis that the core competence is the organic synthesis of all the core elements, which can make great contribution for cyber media to attract audiences, can not be imitated and copied by the competitors, and can help the cyber media to succeed in competition.