Research On Business Model Of Vertical We-media Content E-commerce

With the development of mobile Internet and smart phones,the upsurge of we-media content entrepreneurship has flourished.Different from the pure output information of the traditional media,it mainly depends on the advertising profit,and the content business is not only the content output,but the construction of its own business model.E-commerce has become a choice of we-media content entrepreneurs in the exploration of business model construction,and is also a highly promising model of profit.The coming of content consumption era has brought great influence to the development of e-commerce.E-commerce is transforming from tradition transaction oriented business centered by product operation to content business centered on content operation.Taobao,Jingdong and other trading platform e-commerce,through external cooperation and internal construction content platform,actively layout the content industry and develop content e-commerce.This trend has also brought opportunities for the transformation of we-media e-commerce.With its own content production advantages,a lot of we-media content entrepreneurs actively layout the content of the development of e-commerce,and have achieved good results.In this paper,the focus of the research is focused on the business model of vertical self media content e-commerce.The main contents of this study include the following aspects: in the introduction,the article introduces the research background and significance,and combs the research status of business model,self media e-commerce and content e-commerce.Drawing on the basis of “the Wei Zhu six elements of business model theory ” and Alexander Ostwald,Yves pigneur proposed 9 building blocks of business model theory,constructs four dimension analysis of vertical media content from electricity supplier business model,namely market positioning,key business,user operation and profit mode.In the next part,the article discusses the development of the vertical self media content e-commerce in each dimension.The first chapter analyzes the market positioning of vertical self media content providers,mainly from the market competition environment,the determination of target consumers and the needs of consumers,so as to finally achieve the purpose of building their own brands and determining brand positioning.The second chapter analyzes the key business of vertical self media content e-commerce.In the vertical self media content e-commerce business operation mode,its key business is mainly manifested in two aspects,one is the production and consumption transformation of the front end content products,the two is the construction of the back end e-commerce supply chain.The third chapter analyzes the user operation of vertical self media content providers.The chapter introduces the concept of community to attract and maintain users in the three stages of community,namely,community formation period,community development period and community stability period.The fourth chapter analyzes the profit models of vertical self media content providers.At the present stage,the profit models of vertical self media content e-commerce include five types: commodity trading,content paying,brand cooperation,community economy and e-commerce advertising.It also points out that in the Internet economy,the choice of enterprise's profit pattern is often the organic combination of diversification.At the end of this article,it is pointed out that the development of content e-commerce has a broad prospect,but it also contains certain risks and bottlenecks.Self media content entrepreneurs should make a careful choice on the basis of comprehensive assessment of the internal and external conditions before they are take up the content business.