The Reshaping Of The Business Model Of International Media Organizations In The Mobile Internet ERA

At the beginning of the last century, the popularization of broadcasting terminated the newspaper’s primary role in mass media. Soon afterwards, the birth of television replaced the broadcasting’s dominant position. The 21 st century has led people into an era in which people’s life has continuously improved by the new media as a new way of communication with the gradual upgrading of the internet techniques. Especially in recent years the revolution of mobile internet is surging forward irresistibly as the PC users are quickly shifting to the new mobile media mode of "Intelligent mobile terminal + APP" in the mobile internet environment. Nowadays there exist the merging and co-existence of newspapers, broadcasting, television, network and mobile internet, all of which are members of the big media family in the new media era and develop together by showing their own individual advantages. Thus, this era can be called the era of “Multi-Screen All-Media”.At the same time, with the rapid development of the modern communication techniques, the new media structure generated by the intercommunication network and the mobile internet has sabotaged the traditional commercial modes of the enterprises. The new business model for marketing, mainly characterized by clients’ personal experiences, individual creative design and precision marketing, have now come into being. With the coming of the era of mobile internet, the adjustment marketing trial of O2 O payments on-line and experience off-line are most becoming to the times. There appears an inclination of "content and brand". Clients accumulate and make purchases on the internet, and have their experiences off-line, which leads to new experiences and consumption. Meanwhile, the release of the nucleus value of the new media has also transformed the overall transmitting environment and the ecological system of the traditional media. To run the media in the spirit of the internet has now become the way for the media world to survive. In recent years, mobile internet has been developing rapidly. Media has also formally entered the era of "Multi-Screen All-Media". For international media organizations which serve as a bridge for the communication among countries, it is essential to attach more importance to the challenges and opportunities of the intercommunication network and the mobile internet and explore and reshape its own commercial mode based on the traditional commercial mode with regard to program copyright marketing and fees for booking and viewing.The International Channel Shanghai(ICS), is the only TV platform for international media in Shanghai which uses the languages of Chinese, English and Japanese. It started running on Jan 1, 2008, with the aim of being the first-rate information channel to enhance the influence of Shanghai on the world, to enable the people at home and abroad to get to know Shanghai better and to like Shanghai. Its marketing mode is based on the income mainly from program sales in China and overseas, program adjustment marketing and off-line activities. In the all-media era, the strategic development of ICS is no longer limited in the traditional channels. It focuses more on the PC terminal internet, especially the mobile terminal. Up to now, many new media products have been developed, such as official channel website, social intercourse website, official Weibo, WeChat, ICS APP, etc. At present, efforts have been devoted to the new cross-line all-media project Fine Dining, Cuisine APP. The project combines the traditional media with the advantages of the new media by adjusting the TV program with the multi-resources of websites, Weibo, WeChat and APP based on the O2 O business model. This essay looks into ICS and analyzes how it takes advantage of the new surge of the mobile internet in the internet era and reshapes and upgrades its commercial mode. By using its new trial marketing program for overall media FineDining, Cuisine App as an example, the essay focuses on, analyzes and explores the ways for international media organizations to reshape and optimize the business models in the era of mobile internet.