基于长尾理论的我国手机报发展研究

发布时间：2018-04-10 10:35

本文选题：手机报　+ 长尾理论　；引自：《中南大学》2011年硕士论文

【摘要】：新兴媒体手机报—经问世就凭借自身独特的媒介特性快速发展。但是,手机报的弊端在发展中逐渐显现,阻碍了手机报的发展。基于长尾理论的分析视域对手机报进行研究,验证长尾理论运用于手机报的可行性和必要性,探讨我国手机报进一步发展的策略是非常有意义的。第一部分概述了手机报的兴起背景、定义、媒介模式和长尾理论的内涵、优势及指导原则。第二部分简述和分析了手机报的发展现状,概括了传播要素定位不清、运营模式不完善和手机终端技术限制等制约了手机报的发展。第三部分探讨了长尾理论运用于手机报的可行性和必要性。首先从内容提供商、技术服务商、移动运营商、手机报用户四点深入阐述了长尾理论可以运用于手机报。其次通过在满足用户的个性化需求,创造多样化的赢利模式,建立差异化的资费策略,形成扩大化的长尾用户四个方面证实了长尾理论解决手机报困境的必要性。第四部分运用长尾理论提出了我国手机报的发展策略。首先在内容上实行个性化定制和建立数据库营销；其次在赢利模式上巩固订阅费“短头”,尝试手机精准广告和附加增值服务；最后在成本上努力降低成本资费,突破技术瓶颈。通过这些措施的实施,不断延伸手机报的长尾,从而形成一个繁荣的手机报长尾市场。第五部分以《浙江手机报》为例,验证了长尾理论运用于手机报的实用性。不难展望,3G手机报是手机报的发展方向,3G手机报解决了手机报存在的诸多不利因素,将会使手机报的长尾不断延伸,创造一个更加繁荣的手机报长尾市场。
[Abstract]:New media mobile-by the advent of their own unique media characteristics of rapid development.However, the malpractice of mobile-phone newspaper gradually appears in the development, which hinders the development of mobile-phone newspaper.Based on the analysis of long tail theory, this paper studies the mobile phone newspaper, and verifies the feasibility and necessity of applying long tail theory to mobile phone newspaper. It is very meaningful to discuss the strategy of further development of mobile phone newspaper in our country.The first part summarizes the background, definition, the connotation, advantages and guiding principles of the medium model and the long tail theory.The second part briefly describes and analyzes the current situation of mobile phone newspaper, and summarizes that the mobile phone newspaper is restricted by the unclear positioning of communication elements, imperfect operation mode and the limitation of mobile phone terminal technology.The third part discusses the feasibility and necessity of applying long tail theory to mobile newspaper.First of all, the long tail theory can be applied to mobile newspaper from four aspects: content provider, technology service provider, mobile operator and mobile phone user.Secondly, the necessity of long tail theory to solve the problem of mobile phone newspaper is proved by satisfying the individualized demand of users, creating diversified profit models, establishing differentiated tariff strategy and forming extended long tail users.The fourth part uses long tail theory to put forward the development strategy of mobile newspaper in our country.First of all, personalized customization and database marketing should be implemented in content; secondly, subscription fees should be consolidated in a profitable mode to try mobile phone precision advertising and additional value-added services; and finally, efforts should be made to reduce cost and tariff in terms of cost.Break through the technical bottleneck.Through the implementation of these measures, the long tail of the mobile phone newspaper is continuously extended to form a prosperous market for the long tail of the mobile phone newspaper.The fifth part takes Zhejiang Mobile News as an example to verify the practicability of long tail theory applied to mobile phone newspaper.It is not difficult to forecast that 3G mobile phone newspaper is the development direction of mobile phone newspaper. The 3G mobile phone newspaper has solved many unfavorable factors existing in the mobile phone newspaper, which will make the long tail of the mobile phone newspaper extend continuously and create a more prosperous market for the long tail of the mobile phone newspaper.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.6

【引证文献】