| On July 20, 2004, China Internet Network Information Center (CNNIC) released" the Statistical Report of the State of Development of the 14th Chinese Internet" in Beijing. The report shows, by June 30,2004,the total amount of Internet user of our country is 87 million, increase by 27.9% compared with the same period of last year. The online computer reaches 36,300,000. Only the location occupies behind U.S.A. for the number of netizens in China at present, ranks the second in the world, will increase by 128 times compared with 1997 in 2004. It is estimated China will become the country with Internet user most in the world by 2006, the number of people will be up to 1.46 billion, will surmount U.S.A. and become the largest market of Internet in the world when the time comes. In service item of the online media: Search engine, online education, online bank, online trade, advertisement of the network, network news, online video serve, charge mail service, message service, recruit, network information service, online game, etc. fast development of service item on the net, and is trusted, accepted and used by multi-user even more.After entering the 20th century, the economy of world Internet fell into the low ebb from the first development summit, have gone through the harsh foam to push and eliminate with the market. But under the great such a environment, the development of the media of network of our country is not merely influenced, but seize the opportunity, quicken the steps of developing, has narrowed the gap with world greatly. In the view of whole world range, it can't but be a miracle too.Today, I can nearly certainly think, with the constant enlargement of Chinese network population, the function and influence of the online media will display further. And the domestic study on media of the network has just started at present, the management with special domain to the online media is less in research, under this kind of background, it is very necessary to strengthen to the research of managing the respect of the online media.The online media is still less than 20 years till now by oneself in China as a kind of new developing media shape, however, the not expecting by research that was belonged to in the past quickly of its development. It becomes a tool which the huge crowd must use every day with within such short time, because it has technological advantage that other medias can't compare. It is formal to spread, it moves towards multi-media, no matter the trends, static information from the single media, the characters, sound, picture-information can all spread on Internet. Look from the range of propagating, Internet is transnational, so long as audiences log in on Internet, can choose information in the world, widen the ranges of the objective world of the public awareness greatly. From propagate nature say traditional media to give information " is it give to push away " audience is but audience "choose " information among network under the environment of network, and everybody can become issue person of information, therefore by one-way to is it become mutual to travel to spread, have changed the status that audiences accept information passively.Though the time emerging in media of the network is not long, it was born at the modern stage for economic development, its train of thought of development in China has especially agreed with the further establishment of the market economic system. I think living space of it, management mode and operation means to have one relatively independent and ripe market economic system is it is it support to make to come even, there is such a solid foundation, it becomes possible that it is developed fast.Following, it is of our country network management and administration, media of oneself that the new characteristic has appeared, not only a large amount of inputand concern which have attracted the international capital, have but also changed the distribution and interests pattern of the whole media market at present. We see traditional media strike, but seek new development even under the impact too and network opportunity, media of cooperation, the media with its China has gone through the merger during these years, the total supply and demand of the whole media has improvement by a large margin every year. Under mis kind of background, let's study current situation, tendency and impact on social economic culture, etc. of management and administration of the online media, have important and far-reaching meanings too.The online media is the result that Internet applied to media or information dissemination. As media or media's organization, the online media has such many kinds of functions as dissemination of news, propagating enlightening by education, commercial advertisement, recreation amusement, etc., among them, there is commercial affair nature, it is not commercial affair nature to have too. The commercial affair (or commercial activity) refers to regarding obtaining profits as object, turn the resources had into the products—Tangible or invisible products (such as information and service), carry on the behavior that the market sells; Or to be simple, resource transforming and trade activity referring to regarding making profits as object and carrying on. To the online media, there are two basic commercial links: First, turn resources into the information products and serve, second, introduce information products and service to the market, do a deal with users (for example audiences). The arm's length dealing is always mutual reciprocity and mutual benefit, both parties all expect to realize the promotion and maximization of resource value through the trade, so, in the fierce network market day by day of the competition, the online media could offer valuable products and service to users, using an income to greater than paying, it is the online media that could make and keep the basic that compete for the advantage.Compared with e-commerce, the commercial characteristic to the online media -Network media characteristic and nature in resource transforming and trade that iscarried on for purpose by making profits -Research little still, about network characteristic not commercial of media it find out about little also. For example: How the online media transform in information and function then obtain the income in the trade, which types and modes the online media has while realizing its commercial goal, what the value source of the online media is, wait a moment. This text attempts to analyses, put forward the view about the commercial characteristic of media of the network to these questions.This thesis one has been mainly come to describe from four following respects on management of the online media.1, Digitized era promoted the online media to manage to study. It is the arrival of digital era that has changed the media structure, the online media symbolizes as the symbol in digitized era, it is that era is promoting too that it is managed and studied. Study this problem, will see soon at first that studies certainty and importance that the online media will be managed, it is " the fourth media " why its is defined, what kind general influence digitization has to media, in where it will be pluses and minuses, network of media, propagate pattern and media oneself what kind of changes does it take place too. Secondly it is t the online media that makes the research theory of the media and method have new developments, is it is it know again to have by communication theory to masses to need too, media industry of cyber-times run law explore and then, there should be sober understanding to the improvement of the network media theory research institution too. Analyze the network media management mode that is finally globalize, manage from industry its soon, commerce manage, e-commerce, finance manage, information manage with advertisement managing 6 start with.2, Current situation that the media of network of our country manages is dialyzed. I think, the oneself of media industry of network of our country has been already industrialization, is the development in the form of ladder, the fast development of the industry of the network has brought the enormous business opportunity to management of the online media too. I find through analyzing, threekinds of operation modes that are generally adopted in the management of the media of network of our country, eight kinds of profit modes, the profit space is being grown up and broken through constantly, and the characteristic of managing has already begun to show.3, Expansion research that the media of network of our country deals in. While seeing current situation clearly, will study to the network media potentiality and expansion that will be managed, ready for its next development. I think, should strengthen the study on policy of media of our country, the media system reform of including the policy first, media industry is positive should to behavior of standardizing that is and of the business activities. Secondly, should proceed with content to strengthen the key competitiveness, bring up again it has importance and necessity that " the content is for the king ", ten questions which should be paid attention to in several improved respects of the content and web page design. Moreover, will strengthen the competition and cooperation with the traditional media, through to competing for potential analysis among media of the network and traditional media, seeing the competition and challenge clearly, permeate and cooperate, future shock, step feasibility that media manage and about is it shut summary of relation to compete, find heavy profit source in the middle.4, Chinese online media economic advantage tactics and application of our country. In skill analysis and brand management to marketing of the network, should pay special attention to the transparency surveyed and studied in media competition of the network, the market of the online media expands and sells, the public relations of the online media and customer service, online advertisement, reduce the products and support the expenses and strengthen these six respects of brand image, take to the advantage in marketing.5, Management value of the cultural capital of network. Proceed with existence situation of the culture of network of China, analyze meaning, main characteristic and four major paradoxes of the culture of the network. And then analyze the relation between the cultural industry of the network and culture capital,the global characteristic of including the cultural capital of network, culture capital operation current situation of network of our country and watching out for the destruction function of the negative factor, etc. Consider fully excavating the value of the cultural capital of network finally, should be from developing the cultural industry of network with Chinese characteristics, the excavating of cultural strength of cyber-economy, developing and building constructing, it is to guarantee to make one's own five respects of game rule to start with to regard culture capital achieving value as the development strategy and market-based operation mechanism.Through carrying on research to network media current situation and tendency in the future that manage of our country, I find the online media has already formed an industry in our country, and is growing up at very surprising speed, so bring management of the online media within a research system of industrialization management, seem very essential too. The industrialization that the online media manages is the trend of the times too, though there is not this special part in GDP report of China today, but its behavior in gross national product will be more original, even become the important means of promoting our national economy to develop fast, healthily and effectively, and the proportion taken in GDP of our country in future will be heavier and heavier, will not merely promote the development of other industries and operation means, will also promote the politics . of our country and a series of the culture field to reform.The potentiality that the online media manages has not been totally released out yet at present in our country, most important reason old economic system those accord with factor of market economy also the development of this is interfered, but the author believes firmly, just as those hindrance not according with productivity development will be removed automatically by the inherent motive force of productivity development finally, such characteristics as the network media fast, opening, magnanimity and interaction possessed by oneself, etc. make its inherent motive force more powerful, it can't be blocked that the growth momentum is sharp.It is one all one's life that science and technology produce strength. Thisrevolution caused by new technology is still far from putting in place in our country. Research that digitized era promoted the online media to manage too, in industry manage, commerce manage, e-commerce, finance manage, information manage and advertisement person who deal in six respects also folly develop talents. And the media industry of network of our country has been already industrialization, is the development in the form of ladder, the fast development of the industry of the network has brought the enormous business opportunity to management of the online media too, in the profit space is being grown up and broken through constantly, and its characteristic managed has already begun to show.Under this kind of background, I study through network media potentiality and expansion that manage, think that should strengthen the study on policy of media of our country first too in this field, proceed with content to strengthen the key competitiveness, will strengthen the competition and cooperation with the traditional media, expand its larger profit source. In the financing in the online media and capital exchanges, get hold of the direction, marketing skill and brand managed to manage in merging and re-combination, can unquestionably develop more fast.Certainly, this kind of development of the online media makes the economic structure of our country accelerate the change, make the Chinese life style change, is all changed such as people's mode of thinking, exchange way and consumption pattern, the life it is social one every aspect it promote the tide, China of future no matter construction in Democracy and Legal System, culture system reform, science and technology, with will all conform with paces of this development to education.
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