中国移动手机阅读的商业模式研究

发布时间：2018-03-21 00:46

本文选题：手机阅读　切入点：商业模式　出处：《浙江工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：手机阅读成为现代人生活中不可或缺的生活方式,随着手机阅读的发展和壮大,越来越多的人运用手机终端获取丰富的图书、资讯等阅读内容,以打发碎片化时间。各大手机阅读提供商看准这巨大的市场,进行手机阅读的布局。然而,国内手机阅读发展并不成熟,如何精准定位目标消费群体、如何完善现有的业务系统、如何利用关键资源能力提高用户忠诚、如何设计更加完善的盈利模式以获取利润等问题还并没有得到有效解决。如何寻找合适的商业模式推动手机阅读的进一步发展,是学术界和手机阅读商共同关心的问题。本文从中国移动手机阅读基地的角度出发,结合手机阅读发展的实际情况,提出以用户细分和定位为基础,提供符合阅读者需求的阅读内容,通过与利益相关群体共同协作,最终实现手机阅读的盈利问题。通过本文的研究,希望能为中国移动手机阅读基地的发展提供理论支撑,指导手机阅读行业的进一步持续发展。本文以魏朱商业模式为理论支撑,从定位、业务系统、关键资源能力、盈利模式等四个方面,对中国移动手机阅读的商业模式进行设计和研究,并提出商业模式的保障体系的建设,保证商业模式顺利开展。
[Abstract]:Mobile phone reading has become an indispensable way of life in modern life. With the development and expansion of mobile phone reading, more and more people use mobile phone terminals to obtain rich books, information and other reading materials. In order to pass the fragmentation time. The major mobile phone reading providers see this huge market and carry out the layout of mobile phone reading. However, the development of mobile phone reading in China is not mature, how to accurately target consumer groups, How to improve the existing business systems, how to use critical resources to enhance user loyalty, How to design a more perfect profit model to gain profit has not been effectively solved. How to find a suitable business model to promote the further development of mobile phone reading is a common concern of academia and mobile phone readers. From the point of view of the mobile phone reading base in China and the actual situation of mobile phone reading development, this paper puts forward that, based on user segmentation and positioning, it can provide the reading content that meets the readers' needs, and cooperate with interested groups. Through the research of this paper, we hope to provide theoretical support for the development of mobile phone reading base in China, and guide the further sustainable development of mobile phone reading industry. Based on the Wei Zhu business model, this paper designs and studies the business model of China Mobile phone reading from four aspects: positioning, business system, key resource capability, profit model, etc. And put forward the construction of business model security system to ensure the smooth development of business model.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

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