The Development Strategy Of Financial We Media Talk Show

Broadcast,television and other traditional mass media communicate from one to many.The communication mode of those web1.0 media,such as portals and other content integration platforms,is still one-way and static communication.With the rise of social media web2.0,peer to peer communication become possible.Audiences become the media content producers and communication subjects.Then we media appears.The emergence of media changes the way of communication and audience status,from which the emerging program form we media talk show derives.The emergence of we media provide new opportunities for the development of financial talk show,which is in the bottleneck of innovation.This paper focuses on this new program form “financial we media talk show”,aims to summarize its existing development mechanisms,examine the deficiencies of existing strategies,and to propose strategies for its existing problems and future development.The main body of this paper is organized by the logic order as follows: draw up the theme,define the object,analyze the mechanism,find the problem,solve the problem and make conclusion.The introduction part explains the research background,literature review,research ideas and research methods.The first chapter defines the concept of “financial we media talk show”,discusses the rising background of “financial we media talk show” in four aspects from the loose policy environment,web2.0 network environment,personalized financial programs demand and Internet content business trends.“Financial we media talk show” is divided into subtypes from the perspective of content positioning,presentation form and appearances in this chapter.The second chapter analyzes the existing communication mechanism of “financial we media talk show”.The organization operation mechanism,the content production mechanism,the content communication mechanism,the brand communication mechanism and the profit mechanism are clarified.In the third chapter,based on the questionnaire survey and in-depth interview,this paper demonstrates the problems existing in the content strategy,communication strategy and profit strategy.On the basis of above four chapters,the author puts forward some suggestions on the development stategy of “financial we media talk show” in the aspects of content positioning,content production,communication channel,brand communication and profit mode.Finally,this paper presents a platform strategy for the development of financial we media talk show,which means to break the restrictions of program attributes and media attributes,to upgrade the development concept from product thinking to service thinking and platform thinking,and to promote the strategy positioning of development from content producers to service providers and platform operators.Build a content platform based on the high quality program content,then expand the pure media platform into a comprehensive financial services platform,which includes program content,content e-commerce,community operations and data management as a whole.