基于USP理论的微信读书平台研究
发布时间：2018-07-13 08:15
【摘要】：信息社会促进了技术和媒介形态的发展,互联网技术、通信技术、新媒体技术等的高速发展迫使传统产业走向转型与变革,也改变了人类认识和接触世界的方式。由此,数字出版产业的崛起带动了数字阅读市场规模不断扩大走向高速发展的道路,逐渐普及的数字阅读方式成为信息获取的常态,移动阅读应用市场成为受众进行数字阅读的重要选择。目前移动阅读类应用种类繁多,但产品同质化现象严重,缺乏特色和创新致使竞争力弱化。微信读书APP作为移动阅读平台,充分利用品牌独特性建立产品的差异化发展,从“让阅读不再孤单”的理念到具体使用中融入的社交互动功能,都体现出其足以区别于竞争对手的“社交”独特性,实现了对“同质化”现象的突破,强化了产品竞争力。因此,本文以微信读书平台作为研究对象,运用个案研究法结合USP理论对该产品的理念、定位、功能进行调研,明晰该平台以产品“独特性”取得的成效;运用问卷调查法对平台用户使用的满意程度进行汇总和数据分析,评估该平台具体效果实现程度;运用对比分析法将其与同品类产品进行对比,论证该平台现阶段的优势和不足,针对不足提出应对策略。通过理论结合实证研究,以微信读书平台作为案例论证“独特性”对移动数字阅读应用在发展过程中突破竞争困境的重要意义,并指出其发展中表露出的问题,以此为我国移动阅读终端应用的开发和发展提供新的思考方向和参考依据。
[Abstract]:The information society has promoted the development of technology and media form. The rapid development of Internet technology, communication technology, new media technology and so on has forced the traditional industry to transform and change, and has also changed the way that human beings understand and contact the world. As a result, the rise of the digital publishing industry has driven the scale of the digital reading market to the road of rapid development, and the gradually popularized digital reading mode has become the norm of information acquisition. Mobile reading application market has become an important choice for the audience to read digital. At present, there are many kinds of mobile reading applications, but the phenomenon of product homogenization is serious. As a mobile reading platform, WeChat book app makes full use of brand uniqueness to establish product differentiation and development, from the concept of "let reading is no longer lonely" to the social interaction function incorporated in concrete use. Both embody its unique social characteristics, realize the breakthrough of "homogenization" phenomenon and strengthen the competitiveness of products. Therefore, this article takes the WeChat reading platform as the research object, uses the case study method and the USP theory to carry on the investigation to this product idea, the localization, the function, clear this platform by the product "uniqueness" obtains the result; A questionnaire survey is used to summarize and analyze the satisfaction of the users of the platform, to evaluate the concrete effect of the platform, and to compare it with the products of the same category by means of comparative analysis. Demonstrate the advantages and disadvantages of the platform at the present stage, and put forward the countermeasures against the shortcomings. Through theoretical and empirical research, this paper takes the WeChat reading platform as a case study to demonstrate the significance of "uniqueness" in the development of mobile digital reading, and points out the problems in the development of mobile digital reading. It provides new thinking direction and reference basis for the development and development of mobile reading terminal application in China.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
本文编号：2118746
[Abstract]:The information society has promoted the development of technology and media form. The rapid development of Internet technology, communication technology, new media technology and so on has forced the traditional industry to transform and change, and has also changed the way that human beings understand and contact the world. As a result, the rise of the digital publishing industry has driven the scale of the digital reading market to the road of rapid development, and the gradually popularized digital reading mode has become the norm of information acquisition. Mobile reading application market has become an important choice for the audience to read digital. At present, there are many kinds of mobile reading applications, but the phenomenon of product homogenization is serious. As a mobile reading platform, WeChat book app makes full use of brand uniqueness to establish product differentiation and development, from the concept of "let reading is no longer lonely" to the social interaction function incorporated in concrete use. Both embody its unique social characteristics, realize the breakthrough of "homogenization" phenomenon and strengthen the competitiveness of products. Therefore, this article takes the WeChat reading platform as the research object, uses the case study method and the USP theory to carry on the investigation to this product idea, the localization, the function, clear this platform by the product "uniqueness" obtains the result; A questionnaire survey is used to summarize and analyze the satisfaction of the users of the platform, to evaluate the concrete effect of the platform, and to compare it with the products of the same category by means of comparative analysis. Demonstrate the advantages and disadvantages of the platform at the present stage, and put forward the countermeasures against the shortcomings. Through theoretical and empirical research, this paper takes the WeChat reading platform as a case study to demonstrate the significance of "uniqueness" in the development of mobile digital reading, and points out the problems in the development of mobile digital reading. It provides new thinking direction and reference basis for the development and development of mobile reading terminal application in China.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
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