融合趋势中的媒介产业盈利模式创新:价值链的视角

Innovation of profit model in the converging media industry:the value chain perspective

盈利模式问题是媒介产业发展中的一个战略性问题,二次销售模式作为媒介产业的核心模式在媒介融合的进程中逐渐显露出其单一化、线性化和低增值化的缺陷,由于媒介融合的影响,媒介产业价值链出现网络化、柔性化和同构化的发展趋势,媒介产业在此趋势中应通过价值增值、价值链转换和加强价值链治理实现盈利模式的创新。

Profit model is the strategic issue in the media industry.The dual sales is the core of themedia industry.There are some defaults in the profitmodels such as single,linear and lowvalue-add-ed in the converging trend in the media industry.As the impact of convergence in the media industryappear gradually,the value chain of media industry take on network-based,flexible and similar struc-ture.The innovation of profit model in media industry should focus on value-added,value chaintransformation and governance of the value chain management.