How to Explore a Sustainable Profit Model for Self-publishing --Based on the Perspective of New Institutional Economics

Abstract

As a new media form in the new era, self-media has been developing rapidly in China. With the globalization of economy, the continuous improvement of technology and the popularization and perfection of mobile Internet technology, the self-media industry is facing great opportunities and challenges. The profitability of self-media is getting richer and richer, and a variety of more systematic profit models are gradually formed, but the overall profitability is not optimistic, which is not unrelated to the high transaction costs and the lack of management system. This paper will explore more sustainable profit models based on the existing profit models of self-media from the perspective of new institutional economics, using transaction costs, contracts, institutional change and other related theories, and give policy recommendations for the problems.