Content、Audience And Marketing:A Research On The Practice Of Domestic Media News-Payment

The rapid development of digital technology and mobile Internet has changed the ecological pattern of media and the commercial value model of the media industry.The model of relying on advertising income has failed,and many traditional media have encountered economic difficulties and need to explore new profit points to maintain vitality.In the era of digital news,many media reform their business model by exploring the construction of news payment model.China’s Southern Weekly and Caixin launched their own news paywalls in 2018 and 2017 respectively,which have worked well so far and will continue to be implemented.This article through the case study method,use the news applications of Southern weekly and Caixin,inspects its payment mode and paid product content characteristics,found that Southern weekly paid products with both the public and revenue benefits,news knowledge payment fusion,the characteristics of the membership benefits,Caixin’s paid products are characterized by audio exploration of news,deep exploration of financial and economic fields and investigative reporting,and differentiated online and offline operation.The two media with different strategic positioning and target users show different characteristics in the construction of news paywall,but at the same time,as the few media that successfully build paywall in China,they have certain common laws.Through in-depth interview,this paper investigates the paying users of Southern Weekly and Caixin,and discusses their cognitive attitude and behavior motivation towards paying news.Finally,Finally,the paper analyzes the marketing model of paid news products from the aspects of price,channel,brand and marketing,summarizes the competitive strategy of domestic media to implement the paywall,and puts forward three suggestions according to the market differentiation and product differentiation:adhere to the publicity of news,maintain the scarcity of content and improve the conversion rate of users.The news payment model is not suitable for all media.What really determines the success of payment is whether the media can provide users with professional,scarce and differentiated original content,and let users satisfied with the experience of service.In the later operation and maintenance process,how to develop new users and improve user retention rate is a more critical issue.