| With the update of internet technology, on the one hand, the E-Commerce market represented by online shopping further expands and matures; on the other hand, the media industry of our country begins to transform to digitization and platformization. The inter-kingdom fusion has become normal state in our recent society, and the proposal of the “Internet Plus” also accelerates the fusion of the media and the e-commerce, which brings a new development opportunity for the expansion of the media e-commerce market. Studies about the media e-commerce started from recent years, most of which focus on the exploration of the media e-commerce reform, and the exploration is large and all inclusive. While the studies about the small-but-excellent media e-commerce, like the vertical consumer magazines, remain at the starting stage. This article concentrates on the media e-commerce reform of the vertical consumer magazines, and tries to conclude the bottle-neck problems and corresponding measures of the inter-kingdom fusion by means of analyzing the necessity and current situation of the reform. Then we can have a new and rational understanding and correct instruction about the business model and development tendency of the media e-commerce, and provide win-win commercial value for the media and the e-commerce.The introduction of this article tells the main purpose and realistic significance of the subject. It also combs and elaborates the current situation of the relevant studies at home and abroad. Then it raises the overall plan and innovation of the article.In the first chapter tells the necessity of the subject, and gives a reasonal explanation to the development of the vertical consumer magazines’ e-commerce, which is from the push of the surroundings and the need of the media change.The second chapter describes the current situation of the magazines’ e-commerce by raising the construction mode of e-commerce platform and distribution of the commodity information. Then it describes the bumpy of the new things and new operating model in the inter-kingdom fusion.The third chapter analyzes the bottle-neck problems of reform of the vertical consumer magazines’ e-commerce. Both the financement problems and competitive pressure brings big challenge to the inter-kingdom fusion of the media e-commerce.The fourth chapter combs solutions, provides certain breakout to the problems in the development, and puts forward highlighting its content advantages, promoting operation experience, and optimizing consumer experience to coping with the challenges.The last part concludes the research report of the development of the vertical consumer magazines’ ecommerce, and puts forward the future development view of the e-commerce transformation and the guiding significance to other transformation of the media e-commerce, so that we can make this exploration become a new profit model. |
