摘要本文研究的是新媒体中的领军力量——自媒体，在当下的大媒体环境中的可持续发展盈利模式的研究。通过对自媒体分类、概念及现有的盈利模式案例进行分析，来论述可持续发展在自媒体上实现的可能性，从而总结出自媒体实现可持续发展盈利的所需要素，并找出可能存在的阻碍自媒体盈利模式可持续发展的原因，找到解决办法。经验就得出结论，自媒体的盈利模式存在可持续发展的可能性，并已向“可持续”发展。通过对“罗辑思维”、“一点读书”、“馒头商学院”、“一条”、“微在”为代表的一些成功案的共同特点可以总结出：产出优质内容是基础，在此基础之上建立清晰独特的区中心化的人格属性，并以“品牌”为概念核心，注重品牌的维护，将自身转化为品牌的展示平台，接入第三方资本，保证其优质内容的持续输出、营销力度的不衰减以及品牌增值业务的开设。同时使品牌在自媒体中以“社区”的形式运行，更好的把品牌价值在以人群为单位的“社区”中得以提吸纳，以实体产品、服务产品等形式进行实际变现，从而保证盈利模式的可持续性。50419

本文的创新在于，目前国内对于新媒体中细分领域的自媒体的研究并不十分广泛，笔者在此基础之上对自媒体进行分类研究，确定研究范围，并且对其现存的不规则盈利模式进行梳理，发现其中的可持续发展要素，并结合实际案例分析指出将自媒体盈利模式可持续发展化的方式。

毕业论文关键词：自媒体，盈利模式，可持续发展

Abstract

This study is the leading force in the new media - from the media, the profit model of Sustainable Development in the moment of the big media environment. Self-classification by the media, the concept and the existing profit model case analysis, to discuss sustainable development in the possibility of self-realization of the media, and to summarize the elements required by the media to achieve sustainable profitable development, and identify possible the reason hindered from media profit model of sustainable development, to find a solution. Experience came to the conclusion, from the media profit model of sustainable development possibility exists and has "sustainable" development. By "Luo Ji thinking", "a little reading," "School of bread," "a," "the micro" as the representative of the common characteristics of successful cases can be summed up: output quality content is the basis, on the basis of on the establishment of a clear distinctive personality attributes of the district, and to "brand" as the core concept, brand maintenance itself into a brand display platform, third-party access to capital, to ensure continuous output of its high-quality content, marketing efforts do not decay and the opening of the brand value-added services. While the brand in the medium run from the "community" in the form of a better brand value in the population as a unit of "community" can be mentioned in the hunting, to physical products, services, products and other forms of practical realization, in order to ensure profitability sustainability model.

Innovation of this paper is to present studies for the domestic segments of new media from the media is not very extensive, the author on this basis for the classification from media studies to determine the scope of the study, and its existing irregular profit model sort, we find elements of sustainable development which, combined with practical case studies pointed out the sustainable development of the pattern from the media profitable way.

Keywords：we media; profit modle; the sustainable development;

摘    要