【摘要】：信息社會(huì)促進(jìn)了技術(shù)和媒介形態(tài)的發(fā)展,互聯(lián)網(wǎng)技術(shù)、通信技術(shù)、新媒體技術(shù)等的高速發(fā)展迫使傳統(tǒng)產(chǎn)業(yè)走向轉(zhuǎn)型與變革,也改變了人類認(rèn)識(shí)和接觸世界的方式。由此,數(shù)字出版產(chǎn)業(yè)的崛起帶動(dòng)了數(shù)字閱讀市場(chǎng)規(guī)模不斷擴(kuò)大走向高速發(fā)展的道路,逐漸普及的數(shù)字閱讀方式成為信息獲取的常態(tài),移動(dòng)閱讀應(yīng)用市場(chǎng)成為受眾進(jìn)行數(shù)字閱讀的重要選擇。目前移動(dòng)閱讀類應(yīng)用種類繁多,但產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重,缺乏特色和創(chuàng)新致使競(jìng)爭(zhēng)力弱化。微信讀書APP作為移動(dòng)閱讀平臺(tái),充分利用品牌獨(dú)特性建立產(chǎn)品的差異化發(fā)展,從“讓閱讀不再孤單”的理念到具體使用中融入的社交互動(dòng)功能,都體現(xiàn)出其足以區(qū)別于競(jìng)爭(zhēng)對(duì)手的“社交”獨(dú)特性,實(shí)現(xiàn)了對(duì)“同質(zhì)化”現(xiàn)象的突破,強(qiáng)化了產(chǎn)品競(jìng)爭(zhēng)力。因此,本文以微信讀書平臺(tái)作為研究對(duì)象,運(yùn)用個(gè)案研究法結(jié)合USP理論對(duì)該產(chǎn)品的理念、定位、功能進(jìn)行調(diào)研,明晰該平臺(tái)以產(chǎn)品“獨(dú)特性”取得的成效;運(yùn)用問卷調(diào)查法對(duì)平臺(tái)用戶使用的滿意程度進(jìn)行匯總和數(shù)據(jù)分析,評(píng)估該平臺(tái)具體效果實(shí)現(xiàn)程度;運(yùn)用對(duì)比分析法將其與同品類產(chǎn)品進(jìn)行對(duì)比,論證該平臺(tái)現(xiàn)階段的優(yōu)勢(shì)和不足,針對(duì)不足提出應(yīng)對(duì)策略。通過理論結(jié)合實(shí)證研究,以微信讀書平臺(tái)作為案例論證“獨(dú)特性”對(duì)移動(dòng)數(shù)字閱讀應(yīng)用在發(fā)展過程中突破競(jìng)爭(zhēng)困境的重要意義,并指出其發(fā)展中表露出的問題,以此為我國(guó)移動(dòng)閱讀終端應(yīng)用的開發(fā)和發(fā)展提供新的思考方向和參考依據(jù)。
[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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G230.7

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本文編號(hào)：2118746