科学理解中的数字媒体商业模式概念

Artur Shkilevych
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摘要

本文论述了学者们探索的数字媒体商业模式的概念。本研究的目的是探讨科学理解数字媒体商业模式的概念。本研究的主要任务从其目标和主题出发,其内容如下:1)分析商业模式概念的定义和内容的方法;2)概述学者对媒体商业模式存在与本质的观点与看法;3)突出在实践中得到验证并具有权威科学研究特征的数字媒体商业模式类型;4)在外国和乌克兰媒体的具体案例中调查某些商业模式的实施情况。为了实现本文提到的任务,使用了特定的方法。它是整体理解和评价事实的一般分析和综合方法,是一种调查所有可获得的相关作品的书目方法,这些作品是由与文章主题相关的问题有关的知名学者撰写的。我们使用历时和同步两种方法来同时分析数字媒体在时间和现代(实际)维度上的商业模式。探索业务模型的概念,使用系统方法的元素来获得系统结果并捕获对象与其他现象之间的全部联系。在分析现有媒体商业模式的阶段,使用了案例研究和内容分析的要素。研究结果表明,商业媒体的种类繁多,在世界范围内被广泛使用。尽管许多乌克兰媒体仍在使用传统的商业模式或仍为寡头所有,但许多数字媒体积极使用新的视角模式。最常见的是不同版本的付费墙模式(Krytyka),众筹(hrmdaske TV),公共电视模式(UBC:UA),销售联合产品(最常见的是收藏品)等。总结上述所有关心自己的形象,发展和盈利能力的媒体,为自己寻找合适的商业模式,并在必要时改变它。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Concept of the Digital Media Business Model in Scientific Understanding
The article deals with the notion of a business model of digital media explored by the scholars. The objective of the study is to explore the concept of a business model of digital media in scientific understanding. The main tasks of the study proceed from its objective and topic which are the following: 1) to analyze the approaches to definition and content of the concept of a business model; 2) to outline the scholar ideas and views on existence and essence of media business models; 3) to highlight the possible types of business models of digital media that have proven themselves in practice and are characterized in authoritative scientific research; 4) to investigate implementation of certain business models in the concrete cases of foreign and Ukrainian media. To achieve the aforementioned tasks of the article, the certain methodologies are used. It is the general methods of analysis and synthesis for holistic understanding and evaluation of facts, a bibliographic method for investigation of all available relevant works by reputable scholars who were involved with the issues close to the topic of the article. We use both diachronic and synchronous methods for simultaneous analysis of business models of digital media in chronological and modern (actual) dimensions. Exploring the notion of a business model, the elements of a system method for getting the systematic results and capturing the whole set of connections of the object with other phenomena is used. On the stage of analysis of an existing media business model, the case study and the elements of a content analysis are used. As a result of the research it is proved that there are numerous types of business media, which are broadly used in the whole world. Despite many Ukrainian media are still using a traditional business model or are still owned by oligarchs, many digital media use actively the new perspective models. It is most often different versions of the paywall model (Krytyka), crowd funding (Hromdaske TV), a model of public television (UBC:UA), sale of joint products (it is most often collectibles) etc. To summarize the foregoing all media that care about their image, development and profitability, seek for themselves for a right business model and change it if necessary.
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