A New Financial Media Path: The Internet Financial Information Prosumer Platform

On the basis of the UGC and prosumer theory,this paper summarizes researches in fields of UGC sharing motivation, UGC content quality evaluation, UGC application in the public media and UGC incentive mechanism; referring to financial medias' experiences all over world in content production mode and UGC combined with PGC, this paper discusses the feasibility of prosumer production platform project in company of Shanghai Securities News: the necessity of the project based on internal and external motivation, the technical feasibility of the project implementation based on the hardware and software environment. It establishes function model of the platform, describes the key functional modules and technical feasibility, proposes location and the service mode of the cloud service platform, and describes the project platform of the digital content financial products in the platform at present and the future. The results show that: Firstly, the prosumer platform platform is the inevitable outcome of financial medias' developing; Secondly, the project is completely feasible to Shanghai Securities News; Thirdly, the project is helpful to change our existing business structure and upgrade the content of finance and economics mode of production, upgrade financial information product development mode, and bring economic brand effect for our company directly. Finally, this project is to upgrade financial content production mode, positive practice significant.