| The We Media is booming with the rapid development in internet and the prevailing social entrepreneurship.This emerging media,however,has not formed its business model.For most We Media,especially the one based on content creation,the major profit model is “traffic monetization”.It is operated to convert traffic into cash in form of media advertising after gathering certain subscribers with high-quality contents.Under this model,the existing We Media can only maintain the basic survival and it is difficult to achieve leapfrog growth.It can be said that most We-Media cannot achieve long-term profitability,not a stable business model.The Catering Operator Internal Reference,a We-Media platform founded in 2013,has managed to explore its own business model and operation idea in the course of operation.It not only achieved the growth and expansion of its business scale,but also became the object of the capital market.So far three rounds of financing have been completed.More importantly,it has formed a stable and effective operating model and realized its own profitability.Based on this,a case study on the vertical We-Media Catering Operator Internal Reference will be carried out.During more than three months,the author accumulated a large amount of first-hand information through internship in this company,participation in important meetings,and in-depth interviews with the two founders and managers.Through the case analysis and field investigation methods,the author has analyzed and summed up the factors that have contributed to the successful operation of the Catering Operator Internal Reference from its establishment to present in just four years.The following are the three major factors.First,it lies in its own clear positioning.At the beginning of its establishment,the Catering Operator Internal Reference clearly defined itself as the vertical We-Media,that is focusing on catering industry and catering bosses.The characteristics of this industry development and the employees determine that the We-Media with the attributes of information and media could survive and develop in this industry.Second,it is attributed to the needed contents provided by the Reference.In terms of contents,the Catering Operator Internal Reference focuses on the actual needs of its users,namely restaurant owners,topush targeted,practical,and timely information and information,which are the basic and key points for attracting users.It is these contents that make the operation of the media a reality.This content concept makes it different from traditional media and other We-Media in content selection,writing techniques and editorial examination mechanism.Most of all,the success of the Reference is inseparable from its exploration in new profit models.Based on a large number of users(fans),the Reference jumped out of the traditional “traffic monetization”model of media startups.Instead,it turned itself into a platform and carried out diversified operations such as education,publishing,data selling and financial services,even access to supply chain and system platform modules.It aims to achieve a balance between commercial and media neutral platforms with focuses on both the needs of this industry and user experience.The Reference's exploration of the business model has inspired many current media startup groups.In the commercial operation of the media,it is necessary to combine their own strengths and pain points in the industry to provide the industry with practically needed content so that it will not hurt the user experience while obtaining profits.The media should enrich their products to meet the various needs of users for creating their own profit points.The enlightenments in this thesis aims to provide experience for the commercialization of other We-Media,a model for a large number of We-Media entrepreneurs seeking sustainable development,and experience for healthy operation of other We-Media.The thesis will also help supplement studies on the profit model of We-Media through analysis of the new and distinctive profit model of the Catering Operator Internal Reference. |
