自媒体盈利模式的可持续发展研究

发布时间：2018-01-19 13:37

本文关键词： 自媒体盈利模式可持续发展　出处：《北京印刷学院》2015年硕士论文　论文类型：学位论文

【摘要】：本文所研究的是作为新媒体中不可忽视的一股新鲜力量——自媒体，在当下媒体环境中盈利模式的可持续发展研究。通过对自媒体概念、分类及现有盈利模式案例的分析，来证明自媒体盈利模式可持续发展的可能性，总结可持续发展盈利模式所需要素，并指出可能阻碍自媒体盈利模式的可持续发展的原因，找到解决方法。经研究得出结论，自媒体的盈利模式存在可持续发展的可能性，并且已经向“可持续”方向发展。以“逻辑思维”、“未读”、“一条”、“微在”为代表的一些成功案例正在涌出。总结他们成功的共同特点可以看出：生产优质内容是基础，在此之上建立明晰独特的去中心化人格属性，并以“品牌”概念为核心，注重品牌维护，成为品牌的展示平台，并使第三方资本介入，保证其内容生产力、营销力度及品牌增值的支持。同时使品牌在自媒体中形成受众社区，更可以把品牌价值在社区中以实体产品、服务产品等形式进行实际变现，保证盈利模式的可持续性。本文的创新在于，目前国内对于自媒体研究并不十分广泛，笔者在此基础上对自媒体进行分类研究，确定研究范畴，，并且对其现有的不规则的盈利模式进行梳理，发现其中的可持续发展的要素，并结合案例分析指出自媒体盈利模式的可持续发展方式。
[Abstract]:This paper studies the sustainable development of self-media, which can not be ignored in the new media, in the current media environment. Through the concept of self-media. Classification and analysis of existing profit model cases to prove the possibility of sustainable development of self-media profit model and summarize the necessary elements of sustainable development profit model. It also points out the reasons that may hinder the sustainable development of self-media profit model and finds the solution. The study concludes that the self-media profit-making model has the possibility of sustainable development. And has moved in the direction of "sustainability." with "logical thinking," "unread," "one." Some successful cases represented by "micro-presence" are pouring out. The common characteristics of their success can be seen: the production of high-quality content is the basis, on which to establish a clear and unique decentralization of personality attributes. And take "brand" as the core, pay attention to the brand maintenance, become the brand display platform, and make the third party capital intervene, guarantee its content productivity. Marketing strength and brand value-added support. At the same time, the brand in the media to form an audience community, but also the brand value in the community in the form of physical products, service products and other forms of actual realization. Ensure the sustainability of the profit model. The innovation of this paper lies in the fact that the research on self-media is not very extensive in China at present. On this basis, the author classifies the self-media and determines the scope of the research. It also combs its existing irregular profit model, finds out the elements of sustainable development, and points out the sustainable development mode of self-media profit model combined with a case study.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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