The Business Model Evolution And Innovation Research On The Chinese Commercial Newspapers

A serious business crisis of the newspaper industry has emerged since 2005 in China, a strategic transformation of the newspaper industry then became inevitable. The evolution around the newspaper business model and innovation was the main frame of the transformation.The old business model and a new industrial landscape are the "assumptions" for the new business model to come and exist, business model and industry landscape share a chance of development together. A former study had found out seven directions for the newspaper business model transformation in Europe and the United States, and developed a models' analytical framework: business models combination and the C+ business model. So, my study is based on the most important framework-"the newspaper C+ business model evolution mechanism based on the assumption." Under this framework, the paper probes into the Chinese newspaper business model evolution and the industry landscape changes.The traditional business model in Chinese newspaper stands mainly on two points, that is advertising and distribution which are extremely unbalanced. The interaction between the two has led to tremendous changes in the industrial landscape: readers and advertising revenues have been distributed; newspapers become increasingly homogenized, and the newspaper value chain has been divided by external forces; the diversification trend of communication medium and receiving terminals are unstoppable; the 11th Five-Year Developing Program of the Press accelerates the models' shifting process, and greatly enhances the digital press development.This paper assumes that the new principles of the newspaper industry and value creation mechanism are forming and begin to play an important role. Facing the information technology and industrial convergence, newspaper products expand to "content" and the "influence" added-value. Content, readers as a whole and the stakeholders are the new supporting points of the commercial newspapers models' innovation, thus three models' orientations that contain multiple meta models are formed. At last, we developed the compound model based on the dominant model and the limited related diversification.