On The Present Situation And Trend Of The Mainland Media Website

Since landing the cyberspace in 1995,the media websites in the mainland have taken a stride from their primitive "web stereotype" to "united fleet" with an intention of improving their common influence on internet. Nevertheless, it should be considered that many media websites just be run in a very low level owing to the obstacle such as money, technology and mechanism etc. Meanwhile, the media websites are destined to compete with those potent websites of commerce, government, telecommunication companies and overseas opponents after China 's joining WTO, to occupy more users' attention. Compared to the booming commercial websites with flexible mechanism, the media websites in mainland have their own unique advantages. For one thing, the abundant news information resource and long-term brand is ready, for another ,policy support from government is favorable. But now in the stage of small scale and influence , an arduous progress has just been made in the aspect of market running mode because they are bound by traditional ideas and mechanism, which lead to lag in websites'running. The main reason for such performance is that the media websites confuse, even lose their own role location in marketplace, while blindly clone the development mode of the commercial ones. In the whole background of web media' development, a realistic choice can be made for media websites: adopt web mass communication as their basic role location, stress the exploration of new cyberspace based on communication role. Those solid central media websites may head for a location of news portal while the provincial ones may be fixed at local portal or community sites with clear characters. In the issue of commercial mode of the media websites in mainland, it is a realistic way to explore the potential information value to highlight the content service on commercial demand, cultivate a stable mass of consumers and finally construct a commercial platform on the internet. This paper adopts the research methods of demonstration and contrast. Through the review of development trace of media websites in mainland and the analysis of their competitive opponents, their survival circumstances are drawn clearly. Through the contrast with commercial ones and the analysis of the survival advantages and disadvantages of media websites, a role location and commercial strategy is proposed .