A Research On Business Mode Innovation For Traditional Media In The Information Era

With the gradual improvement of the new media development system, China’s traditional media has encountered immense obstacles in terms of its growth and development. How can we promote traditional media and seek a new business mode in the information era has become an important topic. In the year 2008, when the financial crisis occurred, US, whose the newspaper industry was the most developed in the globe, witnessed a large number of media groups with insolvent business and downturn operation, such as Chicago Tribute. Lots of scholars deemed that it was the financial crisis that had led to the decrease in revenue of a number of traditional media, which became “the last straw”.But according to the development rules, this kind of explanation is obviously unreasonable. Due to the development of Internet, the traditional media has the problems such as the single distribution channel, the limitation of the audience, the delay of information dissemination, and the orientation of advertising, which influence and restrict the development of media enterprises seriously.Under such circumstances, it is inevitable that great impact has been exerted on the traditional media. It is a brand new test particularly of its business profit model.We must, on the one hand, detect the risk of its process; and on the other, seek the opportunities accompanied by the process. This paper uses the value chain analysis method, based on the investigation of the industry, through the case analysis,comparison, and then to achieve the expected results. This paper chooses the 21 st Media which is under the Nanfang Media Group as its research target, and bases its argument on the development of traditional media industry and adopts methods such as individual case study, literature review, and industry survey to research on the status quo of the living condition and development of domestic traditional media. The paper also attempts to dig up the existing problems and put forward the corresponding opinions and suggestions, so as to conduct a beneficial research on the development of related theories.