On The "TaoBao World" Of The Operating Characteristics

"Taobao world" is the unique official journal of Taobao's, it reflects the operational characteristics of new media: online and offline subscription of two distribution methods, combination of mail and express delivery. Advertising sales learns online media charge mode, in accordance with the results fees; and implement editorial and business integration, and absorption of private capital integration. As the "Taobao world" has the distribution characteristics of advertising paper from the purpose, and also has online media properties from the interaction terms of advertising revenue streams, and has the characteristics of fashion magazines from the content point of view. So this paper carried it with media contrast them one by one, and then analyzes the"Taobao world" advantages and disadvantages of operating characteristics. In addition, by analyzing the "Taobao world" operating characteristics of the deep-seated reasons, including economic reasons, political reasons and cultural reasons, come to similar media, the law of the traditional media and new media competition and coexistence in the Enlightenment played a role in the victory. This is the ultimate goal of this article. Today, traditional media is extensing to the network to implement the integration of new media. As the internet e-commerce leader, Taobao will implement the traditional concept of consumer spending really instead of change the network users, in addition to maintain the existing 200 young million registered users. While "Taobao world " is a traditional paper-based magazine, but it reflects a characteristic of new media in terms of editing mode, business models, content setting up, who based on the audience, as the main editing mode to the network interaction, and the implementation of internet advertising modern, and so on. This paper aims to analysis the trend of the traditional media becoming the new media , through the above of a few dimensions.