Research On The Profit Model Of Cultural Media Enterprise

In recent years,with the rapid development of China's economy,the people's demand for spiritual culture has greatly increased.After the national implementation of the cultural system reform and the introduction of policies related to the cultural industry,the cultural media industry has begun to glow with its unique vitality.With the development of the Internet,new media has gradually emerged.Compared with cultural media enterprises in other countries,under the background of globalization of the world economy and the current political and economic environment,domestic cultural media enterprises are no longer suitable for survival and development with the help of traditional media to obtain profits.Competition among enterprises has become increasingly fierce.Under the condition of "Internet plus",traditional culture and media enterprises must change their way of thinking if they want to survive for a long time.They should look back at their own profit patterns and use big data to design a profitable way to meet the current business development and enterprises' ability to obtain stable and profitable profits.This paper chooses Phoenix media as an example to analyze,because Phoenix media is a well-known cultural media enterprise with strong comprehensive strength and abundant capital in the publishing industry,and its main business is various,covering all industries,such as publishing industry,education industry,film and television industry,etc.As a case study,this paper provides experience for other enterprises in the cultural media industry.This paper first analyzes and summarizes the definition,components and classification of profit model.Then,on the basis of discussing the relevant concepts and theories of profit model,this paper summarizes the business characteristics of the cultural media industry and the types of profit model,that is,the traditional media profit model and the new media profit model;then,it constructs the analysis framework of the profit model of the media enterprises under the information background,which provides the basis for the case analysis.Secondly,through the detailed analysis of the internal and external environmental factors of the case enterprises and the summary of the changes of the profit model,it is concluded thatthe profit model adopted by Phoenix media enterprises in the emerging stage is the diversified profit model in the development stage of new media.Finally,by selecting the same industry as Phoenix media,through business comparison,and using relevant financial indicators to evaluate the profit model adopted by Phoenix media,it is found that Phoenix media has adopted a diversified profit model in order to increase the income of a certain number of major business sectors,but the operating profit rate of the company is not just as one wishes.To this end,the paper puts forward suggestions to optimize the profit model: stabilize the main business and cultivate the core competitiveness;use new Internet technologies such as big data to find new profit growth points;improve the efficiency of asset use,avoid blind diversification;increase the proportion of digital publishing.