The Research On Media Image Of The Internet Entrepreneurs

Under the background of the mobile Internet age, the Internet entrepreneurs have gotten a lot of attention. As the Internet economy has a special feature of "light assets, heavy marketing ", Internet entrepreneurs is working hard on shaping their media images, which has become one of the very important methods on marketing.Research purpose and sipificance in this paper is to make a general description on the media images of the Internet entrepreneurs in China and make some suggestions about how to shape and promote their media images from management aspect. In operation, the author selected reports about Internet entrepreneurs from the magazine of "China Entrepreneur". And then design different category to make content analysis on those reports.First, the paper posed that an increasing number of Internet entrepreneurs were paying attention to shaping their media images based on the background of the mobile Internet age. And then the author decided to make "Text Analysis" to be the main research method in this paper.In chapter two, the author made mathematical statistic analysis on the selected reports about Internet entrepreneurs in "China Entrepreneur", which mainly based on numbers^ subjects and pictures. And then described and summarized their characteristics.Chapter three operated content analysis on those reports mainly from three aspects:Personal information, such as physical and psychological characteristics; Behaviors within their jobs, such as enterprise management and cooperation; Behaviors beyond their jobs, such as their emotions and hobbies.In chapter four, the author summarized three kinds of the Internet entrepreneurs’ media image:thinkers. motivators and stars. And then suggested that the Internet entrepreneurs could shape their media image mainly from aspects of enterprise culture、image marketing and concrete strategy dealing with the media.Last, the paper made a conclusion on the overall content above, pointed out some shortage in the research and gave some analysis and prospect for further exploration.