中国网络媒体的双边市场特征及商业模式发展探索

The Exploration to the Two-sided Market Characteristics and the Business Model Development of Chinese Network Media

新媒体环境下的传播伦理是基于现实关系且又超越现实关系的精神气质。通过对网络综艺这一特殊文化产业形态的内容生产、制播宣发、产业生长链等诸层面的具体分析可以发现,建构传播伦理对发展文化产业具有良好的促进作用。新形态的传播伦理突显文化产业发展的伦理特质,其中包括生产活动的伦理实体性、网络原生的伦理自生性、经济文化的伦理共生性、关系联动的伦理派生性等。而正是这些伦理特质赋予文化产业以强大的社会功能,即充实社会的组织结构功能、专注社会教育的伦理教化功能、诗意栖居的精神家园功能。

Business model is the process that the enterprises create and de-liver value to customers to obtain the benefits which rely on its own resources and capabilities. Both traditional media and network media has economic characteris-tics of two-sided market, which brings the significant difference with other enter-prises. Since the new century, network media in China has experienced rapid growth under the continual innovation of business models. This research explores the development trend of business model of network media in China from the as-pects of media and application properties, which based on two-sided market differences between the traditional media and network media.