基于大学生手机阅读需求的手机出版策略

发布时间：2018-04-15 12:19

本文选题：手机出版 + 手机阅读　；参考：《湖南大学》2012年硕士论文

【摘要】：手机出版正在成为一种新的出版形式，并方兴未艾。本文以大学生为研究对象，通过定量分析与定性分析相结合的方法，，对大学生手机阅读需求类型及大学生手机阅读需求的影响因素进行了调查分析。从而总结出大学生手机阅读需求类型主要以学习研究型、生活实用型、娱乐消遣型三种类型为主，并呈现出学习需求低迷、娱乐需求旺盛的手机阅读需求特征。影响大学生手机阅读需求的因素包括个人因素、内容因素、体验因素、成本因素、安全因素等，总结分析了造成大学生手机阅读需求差异化显著的原因。通过对当下大学生手机阅读需求类型及其影响因素的剖析，透视了当前我国手机出版发展中存在的问题。结合大学生手机阅读需求调查的分析结论，指出了我国手机出版在内容、体验、营销等方面的发展。内容方面需要优化手机出版内容构成、创新手机出版内容来源渠道、建立不同类型的内容资源平台；体验方面需要改善阅读软件UI设计、提供免费试读体验、建立阅读效果评估与反馈机制；营销方面可以从个性化营销、多元化营销、竞合式营销着手。最后，对手机阅读及手机出版发展前景进行了展望，手机出版从业者应适时对手机出版发展策略进行创新，符合社会文化价值主流，寻求发展契机。
[Abstract]:Mobile-phone publishing is becoming a new form of publishing and is in the ascendant.This paper takes college students as the research object, through the method of combining quantitative analysis and qualitative analysis, makes an investigation and analysis on the types of college students' mobile phone reading needs and the influencing factors of college students' mobile phone reading needs.It is concluded that the main types of mobile phone reading demand of college students are learning research type, life practical type and entertainment type, and presents the characteristics of mobile phone reading demand with low learning demand and strong entertainment demand.The factors influencing college students' mobile phone reading demand include personal factor, content factor, experience factor, cost factor, security factor and so on.By analyzing the types of mobile phone reading demand of college students and its influencing factors, this paper analyzes the problems existing in the development of mobile phone publishing in China.This paper points out the development of mobile phone publishing in China in terms of content, experience, marketing and so on.In terms of content, it is necessary to optimize the composition of mobile phone publishing content, to innovate the source channels of mobile phone publishing content, to establish different types of content resource platforms, to improve the UI design of reading software and to provide free trial reading experience.The evaluation and feedback mechanism of reading effect should be established, and the marketing aspect can be started from individualized marketing, diversified marketing and competitive marketing.Finally, the development prospects of mobile phone reading and mobile publishing are prospected. Mobile phone publishing practitioners should innovate the development strategy of mobile publishing in time, in line with the mainstream of social and cultural values, and seek development opportunities.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G645.5;G206

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