我国手机出版运营模式研究

发布时间：2018-07-03 06:24

本文选题：手机出版 + 发展历程　；参考：《武汉理工大学》2012年硕士论文

【摘要】：随着手机媒体和网络技术的发展,手机媒体已经成为人们获取资讯的重要渠道。手机媒体的出现和发展不仅使其成为了第五媒体,更是为传媒业带来了巨大的商业潜力和创造了新的经济增长点,手机出版也因此蓬勃发展。如何把握手机媒体的特点,为手机出版的发展寻找到合适的增长方式成了当务之急。本文系统地论述了手机媒体的发展历程及其现状,参考了日本手机出版的I-MODE模式,希望为当前手机出版的发展提供一些借鉴。通过内容分析法及案例分析法等研究手段,笔者对我国手机出版的发展概况、当前手机出版的主要类型,手机出版产业链要素、当前主要的运营模式、困境壁垒进行了研究界定与阐述,最后提出解决方案。论文主要由五个部分组成：第一部分为绪论,主要包括对我国手机出版产业研究成果的整合,介绍了选题背景和研究意义,总结了我国手机产业研究现状和特点,并对本课题主要涉及的理论依据进行概括,提出论文创新点。第二部分主要对手机出版的概念以及特点进行概括,并且阐述了手机出版的几种不同类型,最后简述了我国手机出版的发展历程。第三部分对涉及手机出版产业链的手机出版内容提供商、移动运营商、手机终端制造商等不同环节进行了分析,简单阐述了手机阅读、手机应用商店、手机游戏的产业链结构。第四部分中,笔者对手机出版现有的产业运作模式进行了分析和概括,提出了以移动运营商为主的“平台+内容”模式、以终端厂商为主的“终端+应用”模式和以内容提供商为主的“软件+广告”模式,并通过模型图和案例分析对这三大模式进行了详细的解释。同时笔者还借鉴日本I-MODE模式,简述了日本I-MODE模式对我国手机出版发展的启示。第五部分,结合了我国的手机出版产业发展现状,对其发展中存在的问题进行了深入的讨论,提出了七大应对措施。
[Abstract]:With the development of mobile media and network technology, mobile media has become an important channel for people to obtain information. The emergence and development of mobile media not only make it the fifth media, but also bring great commercial potential and new economic growth point for the media industry. How to grasp the characteristics of mobile media and find a suitable growth mode for the development of mobile publishing has become an urgent task. This paper systematically discusses the development of mobile media and its present situation, referring to the I-MODE model of mobile phone publishing in Japan, hoping to provide some reference for the development of mobile phone publishing. By means of content analysis and case analysis, the author gives an overview of the development of mobile phone publishing in China, the main types of mobile phone publishing, the elements of mobile phone publishing industry chain, and the current main operating mode. Dilemma barriers are defined and elaborated, and finally solutions are proposed. The thesis is composed of five parts: the first part is the introduction, including the integration of the research results of the mobile phone publishing industry in China, the introduction of the background and significance of the research, the summary of the current situation and characteristics of the mobile phone industry research in China. The main theoretical basis of this subject is summarized, and the innovation of the paper is put forward. In the second part, the concept and characteristics of mobile publishing are summarized, and several different types of mobile phone publishing are described. Finally, the development of mobile phone publishing in China is briefly described. The third part analyzes the different links of mobile phone publishing content providers, mobile operators, mobile phone terminal manufacturers and so on, and briefly expounds the structure of the industry chain of mobile phone reading, mobile phone application stores and mobile phone games. In the fourth part, the author analyzes and generalizes the existing industry operation mode of mobile phone publishing, and puts forward the "platform content" mode, which is based on mobile operators. The "terminal application" mode based on the terminal manufacturer and the "software advertisement" mode based on the content provider are explained in detail through the model diagram and case analysis. At the same time, I also draw lessons from Japan I-MODE model, and briefly describe the enlightenment of Japan I-MODE model to the development of mobile phone publishing in China. In the fifth part, combined with the current situation of mobile publishing industry in China, the problems in the development of mobile publishing industry are discussed in depth, and seven countermeasures are put forward.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.6

【引证文献】