基于SCP模型的自媒体人格化品牌分析及盈利模式探索

On the Personalized Brand Analysis and Profit Model Exploration of We-Media Based on SCP Model

随着中国数字科技托管平台的开发,传统媒体在新媒体的强势浪潮中不断受到挤压甚至走向灭亡。自媒体正以它独有的特质努力改变信息传递碎片化的状况,在和传统媒体共享受众和市场,成为网络传播最活跃的主体和新兴舆论场。因此,对于经营传统广播、报刊、杂志、电视新闻媒体的企业,新媒体所带来的挑战和颠覆不容小觑。本文立足"流动空间"理论,基于SCP(structure-conduct-performance,结构-行为-绩效)模型,对自媒体品牌人格化"意见领袖"及自媒体传播模式、盈利模式进行了阐述,旨在探索自媒体更好的盈利模式及未来更广阔的发展前景。

With the development of digital technology hosting stant pressure, and even tends to the end. We - media is changing platform in China, traditional media is facing con- the situation of information transfer fragmentation with its unique characteristics. It has become the most active subject and the new emerging opinion field of network spreading in the co - shared market with traditional media. Therefore, for the enterprises who operate traditional broadcasting, newspaper and magazines,TV news media, the challenges brought by new media cannot be ignored. Based on ＂flowing space＂ theory and SCP model ,this paper discusses the opinion leader of personalized brand of we - media,the spreading model of we - media and the profit model in expectation to explore the better profit model and future good developing prospective of we - media.