例2--多媒体期刊的盈利模式试题.doc

多媒体期刊的赢利模式探讨 中文摘要 多媒体期刊已迅速发展成为一个新兴产业，不仅获得了诸多风险投资机构的青睐，还吸引了大批传统媒体的加入。基于Web2.0技术的多媒体互动期刊，无论是对于出版者、发行者、广告主、还是读者都创造出了全新的价值。 但是，作为新事物，它必然会存在问题与发展瓶颈。当前迫切需要对其盈利模式进行深入探讨，寻找可行的出路。 本文首先对多媒体期刊及多媒体期刊出版的概念进行界定，对其产生发展的关键性要素，目前的市场规模和发展状况，以及出版、发行模式进行了归类总结。 在此基础上，本文对当前制约多媒体期刊盈利模式有效开展的五大问题，即读者、发行平台、传统媒体势力、广告商及法律政策问题进行了分析。认识到上述问题后，本文从多媒体期刊现有盈利模式——广告和发行收费的实际出发，为这两种盈利模式今后的完善和创新提出了基本思路，并且进一步提出了媒介融合这一新的盈利模式。从目前多媒体期刊的盈利模式来看，广告在较长的一段时间内还将成为其主要经济来源；但作为内容生产，依靠发行取得直接收入仍将是其长远目标；此外，多媒体期刊要吸引广告商投资和读者阅读，则不能离开高质量的内容，更何况一旦发行收费正式实行，那么除了保证品牌内容的提供外，对各种终端媒体的配套供应和统一支付平台的建立也会变得更加紧迫。因此，从长远目标来看，随着人们对多媒体期刊需求的规模化增加，多媒体期刊产业从内容制作到终端提供都将伴随着媒介融合，经历一场综合一体化进程。 最后，本文对多媒体期刊的未来发展做了一个展望，特别是将它应用于电子商务领域，将会有无限发展的空间。 关键词：多媒体 期刊 盈利 Abstract Multimedia E-magazine has become a fast growing new media industry, and has acquired a lot of attention from venture investments and traditional media enterprises. It created and will continue creating more value for the publisher, the distributor, the advertiser, and the reader. Nevertheless, as a new innovation, it still has a long way to go, and essentially needs more studies on its current problems which mainly manifested as the mode of profit gaining. First of all, the paper introduces the general concepts of E-magazine as well as the E-magazine publishing, and then concerns about its current scale of market. Moreover, different categories of publishing and distribution of E-magazine will also be included. Then, on one hand the paper analyzes the problems of E-magazine which hamper its full development. Still, on the other hand, it offers suggestions of its sustainable development, from the perspective of modes of profits gaining. Nowadays, Ads has accounted for a lion’s share of the total income, and will be as the main source of economic forces in the near future. However, as a content-based industry, the dependence on the fees of distribution will also become the major solution to the profit gaining in the future, just as it does in paper-based magazine. Finally, if the