本文選題：手機報　+ 長尾理論�。灰裕�《中南大學》2011年碩士論文

【摘要】：新興媒體手機報—經問世就憑借自身獨特的媒介特性快速發(fā)展。但是,手機報的弊端在發(fā)展中逐漸顯現,阻礙了手機報的發(fā)展�；陂L尾理論的分析視域對手機報進行研究,驗證長尾理論運用于手機報的可行性和必要性,探討我國手機報進一步發(fā)展的策略是非常有意義的。 第一部分概述了手機報的興起背景、定義、媒介模式和長尾理論的內涵、優(yōu)勢及指導原則。 第二部分簡述和分析了手機報的發(fā)展現狀,概括了傳播要素定位不清、運營模式不完善和手機終端技術限制等制約了手機報的發(fā)展。 第三部分探討了長尾理論運用于手機報的可行性和必要性。首先從內容提供商、技術服務商、移動運營商、手機報用戶四點深入闡述了長尾理論可以運用于手機報。其次通過在滿足用戶的個性化需求,創(chuàng)造多樣化的贏利模式,建立差異化的資費策略,形成擴大化的長尾用戶四個方面證實了長尾理論解決手機報困境的必要性。 第四部分運用長尾理論提出了我國手機報的發(fā)展策略。首先在內容上實行個性化定制和建立數據庫營銷；其次在贏利模式上鞏固訂閱費“短頭”,嘗試手機精準廣告和附加增值服務；最后在成本上努力降低成本資費,突破技術瓶頸。通過這些措施的實施,不斷延伸手機報的長尾,從而形成一個繁榮的手機報長尾市場。 第五部分以《浙江手機報》為例,驗證了長尾理論運用于手機報的實用性。 不難展望,3G手機報是手機報的發(fā)展方向,3G手機報解決了手機報存在的諸多不利因素,將會使手機報的長尾不斷延伸,創(chuàng)造一個更加繁榮的手機報長尾市場。
[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.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：G237.6

【引證文獻】

相關碩士學位論文 前1條

1 林濤;開源軟件項目管理研究[D];西北農林科技大學;2012年

，

本文編號：1730839