Research On New Media Operation Based On User Empowerment

Due to breakthroughs in telecommunication technology and extension usage of smart phones,there are great changes in the method and channel of information dissemination.In Traditional Media time,only authorized institutions can spread news through traditional media including television,radio,newspaper,magazine and other channels.Compared to the Old Media,internet is more timely,open,and interactive.Accompanied with the increase in number of netizens and popularity of the internet,New Media has been an inseparable part of people's life.As the operation of New Media has just made its appearance in China,the competition in this industry is very fierce and new rules and standards need to be set to regulate the industry.Under such circumstances,the author of this thesis made researches and read a large range of books both in Chinese and English,integrated multiple subjects including marketing,operation management,psychology and so on.After analyzing the current situation and the industry chain of the New Media operation,adopting case study as study method,this thesis selects the APP “Iget” as the operation model of converting knowledge into money and figures out its secret in success.Combining the network operation stages and user empowerment,the planning strategy falls into three stages: the seed operation stage(users sharing identification),the burst operation stage(users participating in the network operation)and the plateau operation stage(users disseminating together).Based on user empowerment perspective,the interaction and relationship among the three operation strategies were analyzed in this thesis.All the analysis made,the thesis put forth the prospects for the APP “Iget”.At the final part,from operations of product,users,content and campaigns,the thesis looked at the role that user empowerment played in network operation and offered suggestion for operating similar New Media organizations.