互联网企业对媒体产业的挤压与促进作用分析

An Analysis of the Squeezing and Promoting Effect of Internet Enterprises on Traditional Media

互联网已经广泛介入到人们日常生活和工作的方方面面。尤其是基于互联网的大众媒体和自媒体的创新层出不穷,消费者的注意力和时间逐渐从传统媒体转移到互联网媒体,从而引发了媒体和广告行业的变革。本文结合三网融合的背景,研究互联网对媒体行业市场规模和结构的影响。研究发现,互联网企业在媒体行业占据的市场份额逐年增高,市场结构和用户行为发生了深刻变化。互联网媒介得益于其在信息传播效率和传播效用方面的优势,不断向传统媒体行业渗透,推动了三网融合的进程。互联网媒体的发展对于媒体行业具有挤压和促进双重效应,测算结果显示,它挤占了传统媒体超过半数的广告收入,并创造了现有广告市场接近二分之一的规模。

Internet technology changes with each passing day,and gradually involves into every aspect of People’s Daily life and work.Base on Internet,the innovations of mass media and self-media are emerging one after another.Consumers’attention and time have gradually shifted from traditional media to Internet media,which has triggered changes in the media and advertising industries.This paper studied the influence of the Internet on the media industry based on the background of the integration of the three networks.The study found that the market share of the Internet in the media industry was increasing year by year,and the market structure and user behavior have undergone profound changes.Benefited by its advantages in the efficiency and effectiveness of information transmission,the Internet media has been continuously penetrating into the media industry,promoting the integration of the three networks.The development of Internet media has a dual effect of squeezing and promoting the media industry.The calculation results show that it squeezes over half of the advertising revenue of traditional media and creates one-half of the current advertising market.