新媒体是21世纪的新产品,在新媒体环境下,媒介具有了许多新的特征,它的内容、方式更加多样化,信息组织者的范围更为广阔,受众在网络化过程中对信息的接收和传播起到了重要的纽带作用。这些不同于传统媒介的特征对媒介的经营产生了很大影响,这就使得媒介经营的转型升级成为了趋势和必然。媒介要适应新媒体对媒介经营改革的要求,改变以单一的广告为主的传统赢利模式、经营方式和受众服务体系,向产品服务和增值服务相结合的多元化赢利模式转变。 New media is a new product in the 21st century. In the new media environment, the media has many new features, its contents and methods are more diversified, the scope of information organizers is more extensive, and audiences are more interested in the information Receiving and dissemination play an important role as a link. These characteristics that are different from traditional media have a great influence on the management of media, which makes the transformation and upgrading of media management a trend and necessity. Media should adapt to the requirements of the new media for media management reform, change the traditional profit model, mode of operation and audience service system based on a single advertisement, and change the diversified profit model that combines product service and value-added service.