“多看阅读”App应用的竞争力和战略研究分析.docVIP

PAGE PAGE 29 “多看阅读”App应用的竞争力和战略研究分析 摘要：从2008年以来，我国移动阅读产业经过一段时间的曲折探索，目前已经进入快速发展时期。根据专家预测，未来移动阅读市场规模仍会继续增长，发展前景广阔。多看阅读作为老牌移动阅读App产品，一直坚持“精品化”的理念，赢得了一大批爱书者的好评。在易观智库2016移动阅读App年度排行榜上，多看阅读也是排名前十的App中唯一一个以传统文学阅读为主要内容的图书App平台。然而随着移动阅读产业的不断发展，新进入者的大量涌入，多看的市场份额不断被压缩。本文运用波特五力分析模型和SWOT分析工具，通过对多看阅读面临的内部环境和外部环境的分析，发现多看阅读发展的优势和制约因素，在此基础上，笔者提出了新的竞争环境下多看阅读明确自身定位，确立自己的差异化竞争优势的可行性建议。 关键词：移动阅读，多看阅读，竞争力，差异化战略 The Competitiveness and Strategy of Duokan Reader Application Abstract: Since 2008, mobile reading industry has experienced a winding exploring process , and now it has been in the stage of rapid development in China. According to expert forecasts, in the coming years, the size of the market will still continue to grow and have broad prospects. As a veteran mobile reading App, “Duokan Reader” has always insisted on quality concept, won a large number of love bookers praise. At analysis think-tank, 2016 mobile reading App annual rankings, people see “Duokan Reader” is the only one products that regards the traditional literature as the main content in top 10 of the book Apps. However, with the continuous development of mobile reading industry, new entrants will be attracted and the market share is constantly being compressed. I think its differentiation strategy is not wrong to do, but there are some problems in the specific implementation process. The author use Porters five forces and the SWOT tool to analyses the internal and external environment of “Duokan Reader” and found its advantages and disadvantages.Based on that, the author puts forward some feasibility suggestion for “Duokan Reader” to make clear its market position and ensure security company lead in the new competition. Keywords: mobile reading, “Duokan Reader”, competitiveness, differentiation strategy 一、 绪论 （一） 引言 随着互联网和智能手机等移动终端设备的普及，人们的阅读行为发生了重大变化，据2016年《第13次全国国民阅读报告》数据显示，2015年网民数字化阅读的接触率为64.0%，其中，手机阅读无疑是最大的功臣。传播学者伊尼斯说：一种新媒体的出现，将导致一种新文明的产生。[1]智能手机的出现把读者从台式计算机的束缚中解放出来，读者可以随时随地、不受限制地进行阅读，这种便捷性使移动阅读成为数字阅读的宠儿。适应移