本文選題：手機(jī)報(bào)　+ 長(zhǎng)尾理論�。灰裕�《中南大學(xué)》2011年碩士論文

【摘要】：新興媒體手機(jī)報(bào)—經(jīng)問(wèn)世就憑借自身獨(dú)特的媒介特性快速發(fā)展。但是,手機(jī)報(bào)的弊端在發(fā)展中逐漸顯現(xiàn),阻礙了手機(jī)報(bào)的發(fā)展�；陂L(zhǎng)尾理論的分析視域?qū)κ謾C(jī)報(bào)進(jìn)行研究,驗(yàn)證長(zhǎng)尾理論運(yùn)用于手機(jī)報(bào)的可行性和必要性,探討我國(guó)手機(jī)報(bào)進(jìn)一步發(fā)展的策略是非常有意義的。 第一部分概述了手機(jī)報(bào)的興起背景、定義、媒介模式和長(zhǎng)尾理論的內(nèi)涵、優(yōu)勢(shì)及指導(dǎo)原則。 第二部分簡(jiǎn)述和分析了手機(jī)報(bào)的發(fā)展現(xiàn)狀,概括了傳播要素定位不清、運(yùn)營(yíng)模式不完善和手機(jī)終端技術(shù)限制等制約了手機(jī)報(bào)的發(fā)展。 第三部分探討了長(zhǎng)尾理論運(yùn)用于手機(jī)報(bào)的可行性和必要性。首先從內(nèi)容提供商、技術(shù)服務(wù)商、移動(dòng)運(yùn)營(yíng)商、手機(jī)報(bào)用戶四點(diǎn)深入闡述了長(zhǎng)尾理論可以運(yùn)用于手機(jī)報(bào)。其次通過(guò)在滿足用戶的個(gè)性化需求,創(chuàng)造多樣化的贏利模式,建立差異化的資費(fèi)策略,形成擴(kuò)大化的長(zhǎng)尾用戶四個(gè)方面證實(shí)了長(zhǎng)尾理論解決手機(jī)報(bào)困境的必要性。 第四部分運(yùn)用長(zhǎng)尾理論提出了我國(guó)手機(jī)報(bào)的發(fā)展策略。首先在內(nèi)容上實(shí)行個(gè)性化定制和建立數(shù)據(jù)庫(kù)營(yíng)銷；其次在贏利模式上鞏固訂閱費(fèi)“短頭”,嘗試手機(jī)精準(zhǔn)廣告和附加增值服務(wù)；最后在成本上努力降低成本資費(fèi),突破技術(shù)瓶頸。通過(guò)這些措施的實(shí)施,不斷延伸手機(jī)報(bào)的長(zhǎng)尾,從而形成一個(gè)繁榮的手機(jī)報(bào)長(zhǎng)尾市場(chǎng)。 第五部分以《浙江手機(jī)報(bào)》為例,驗(yàn)證了長(zhǎng)尾理論運(yùn)用于手機(jī)報(bào)的實(shí)用性。 不難展望,3G手機(jī)報(bào)是手機(jī)報(bào)的發(fā)展方向,3G手機(jī)報(bào)解決了手機(jī)報(bào)存在的諸多不利因素,將會(huì)使手機(jī)報(bào)的長(zhǎng)尾不斷延伸,創(chuàng)造一個(gè)更加繁榮的手機(jī)報(bào)長(zhǎng)尾市場(chǎng)。
[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(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G237.6

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 林濤;開(kāi)源軟件項(xiàng)目管理研究[D];西北農(nóng)林科技大學(xué);2012年

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本文編號(hào)：1730839