The "Activity Economy" Of Media In Industrialization

With the coming of internationalization of media competition which comes from the trend of globalization of information and domestic gradual in-depth cultural reform, through urgently seeking some new competitive means, forming new profit models, and carrying out industrialized management, Chinese media could survive from the increasingly competitive domestic market.For the multiple benefits and huge market space, in recent years, domestic media use the tool activity more and more consciously to participate in the competition. This is an extremely active field with hopes coexisting with problems. Lots of activities of varied forms appear and develop rapidly while other more disappear. Now, domestic media in this field is still at the exploration stage. Although some good trend of conducting activities like content integration and large scale appear, most of the activities are deficient of creativity and identical in form, etc. The problem roots in insufficiently experience of plans and management.Conducting activity is a project which brings uncertainty, systematic characteristic, and is difficult to duplicate, so it needs media focus on the management specialization to lengthen its life cycle and make its profit be more stable.The paper use the analytic method of Media studies, Communication, Marketing and Management. First, through analyzing the activity and the multiple effect it brings, draw the conclusion that the nature of media activity is influence and fairness,...