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Analysis of the Russian Online Media Market and its Development Perspectives

Student: Evgeniy Kuksov

Supervisor: Olga Dovbysh

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

Annotation. Here you can find the literature review on the modern media system analysis, namely, the Internet-media segment. The first chapter describes the online-media functioning and concept. We defined the differences and competitive advantages of the new media in comparison with the traditional media as well as the information distribution key platforms used by the companies. The second chapter specifies a number of the existing strategic management methods: PEST analysis, SWOT analysis, Porter's Five Forces Analysis, key success factor, market strategic groups’ identification. These methods were used as the analysis tool for the online-media market. The mentioned tools were used to analyze the online-media market and to specify the activity and structure peculiarities of 16 companies leading on the market. We presented the company monetization types on the market and overall description of the mass information internet resources economy. The third chapter describes the online-media specification based on the theoretical basis from the second chapter, here we offered the company strategic groups map and their interdependence as well as identified the peculiarities of the resulting strategic group and companies within it. We also proposed the most effective monetization model on the Russian online-media market, based on the performed analysis, considering all its peculiarities and detailed examination of the tendencies on the developed markets. We determined the Internet media branches prospects and the ways of economic and technological companies' development. This study was aimed at determination of the most promising monetization models on the online-media market. The study object was 16 leading companies in the industry. The study subject are the network platforms used for the content distribution on the Internet. The study objectives are as follows: to determine the peculiarities of the activity and certain advantages of the online media versus the traditional media, to conduct the market leaders’ analysis, to determine the companies' strategic groups, to identify the principal monetization types and to present a vision of the industry's prospects. Key words: online-media, Internet media, monetization types, advertising, network platforms, strategic management, and strategic analysis.

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