我国手机报内容模式及运营模式分析--_--以三家手机报个案为例.pdfVIP

摘 要 随着手机的普及，彩信技术的成熟和无线业务的兴起，使得手机一定程度 上具有了媒体特征。而运营商不断走向内容化和媒体化的要求以及传统报业数字 化发展趋势，都给手机报的兴起和发展提供了契机和动力。自2004 年《中国妇 女报》开手机报之先河至今，据不完全统计，全国大约创办了近50 家手机报。 手机报的发展势头如火如荼。但与此同时，手机报的发展也暴露出了一系列的问 题。 本文试选取了我国三家有代表性的手机报作为个案进行研究。由于地方模式 手机报数量较多，较有活力，所以只选择地方模式手机报进行研究。在个案研究 中，采用了等距抽样方法抽取了一定量的样本进行内容分析。从内容的角度，探 讨我国手机报的内容模式特征以及与受众需求之间的差距系数。并且从整合营销 角度，探讨手机报的运营模式。从而整合这三家手机报的共性特征和存在问题。 结合国内外手机报发展经验，对手机报现状问题进行具体分析。并对未来发展趋 势进行预测和分析，探讨健康良性的手机报发展道路。 关键词：手机报 地方模式 内容模式 运营模式 发展趋势 管理控制 Abstract With the popularization of the mobile phone, the maturity of MMS technology and the emergence of wireless business, the mobile phone have the features as a medium in some extent. The demand that the service provider turns to content and media business, and the tendency that traditional media digital development, give the mobile phone newspapers opportunities and motivation. According to incomplete statistics, almost 50 mobile phone newspapers have founded around the country since 2004 “China Women” mobile phone newspaper founding. The mobile phone newspaper has a bright and wonderful future and develops in full swing. Meanwhile, the development of mobile newspapers has been exposed to a series of questions. This paper selected three representative mobile phone newspapers in China as studied cases. As the local mobile phone newspaper has a huge number and the model is much more common and active, we chose the local model to research. In case studies, we chose a certain amount of samples with equal-distance method to analyze the contents. From the perspective of content, we try to explore the characteristics of the mobile phone newspaper content model and the gap between the demand factors of audiences and contents. Besides,