报纸论文：借助手机媒体平台的报纸盈利模式探究

报纸论文：借助手机媒体平台的报纸盈利模式探究

报纸论文：借助手机媒体平台的报纸盈利模式探究

【中文摘要】伴随着移动通信技术和数字技术的飞速发展,新媒体不断涌现,并且以前所未有的势头冲击传统媒体。面对这样的情况,不管是报纸、广播、电视,还是处于兴盛时期的互联网都受到了了巨大的冲击。同时,四者也不断的探索新的业务形式和经营形式,以求能够在竞争中得以生存和发展。报纸作为传统媒体,在历次新媒体冲击中,均积极地寻找新的结合点发展壮大自己。手机媒体的出现和表现形式不断创新,赢得了消费者的青睐,受众群体日益扩大。面对手机媒体的强势崛起,报纸受众的不断流失导致报纸的广告量下滑,经营环境进一步恶化。随着我国传媒体制的改革,媒介的经营环境发生改变。媒介的经营和管理以及实现最终的盈利成为媒体考虑的重要问题。作为一种大众传播媒体,报纸若要在激烈的竞争环境中和应对新媒体冲击的过程中求得生存和发展,不仅需要创新业务形式,还要积极地寻找新的盈利模式。本文试图从探讨手机媒体兴起的背景和相关概念的界定着手,进一步分析了报纸借助手机媒体平台发展的可行性因素,为报纸借助手机媒体平台进行融合提供依据。最终,在参考了经济领域的商业模式理论的基础上,以及以国内和日韩手机媒体的案例研究为依托,提出了借助手机媒体平台的报纸盈利模式。盈利模式主要包括阅读模式、广告模式、经营模式。阅读模式包括免费阅读和收费阅读两种模式;广告模式包括版面广告、搜索广告和定制广告;经营模式包括发行模式、营销模式和手机域名模式;

报纸论文：借助手机媒体平台的报纸盈利模式探究

【英文摘要】With the rapidly development of the mobile communication technology and the digital technology, the new media are emerging and impact the traditional media with

unprecedented momentum. On this situation, whether newspapers, radio, television, or the Internet that is in boom situation have suffered a huge impact, while they also continue to explore the new business and operation forms in order to be survival and development in the competition.As the traditional media, newspapers has been actively seeking new manner to develop newspaper confronting the impact of new media. The appearance of the mobile media and the innovation of the mobile media business form has won the favor of the current consumers and expanded the audience of mobile media. On the situation of the strongly development of the mobile media, the continuous loss of the newspaper’s audience lead to decline the newspaper advertising and the business environment deteriorate further. With the reform of the media system, the media business

environment has changed. Thus, the management of media and achieve the ultimate profit of has been a priority. As a mass media, the newspapers want to survive and develop on the

situation of fierce competitive environment and the impact of new media, not only need to create the business forms, but also

报纸论文：借助手机媒体平台的报纸盈利模式探究

actively seek new profit model.This paper attempts to explore the background of the flourishing of mobile media and analysis the concepts of the mobile media as beginning. Then analysis the feasibility factors of the newspaper’s development with fusing mobile media platform; Final,it references the business models of economic, then propose the profit model of newspaper which fuse the mobile media platform on the basis of case studies of the mobile media of China, Japan and South Korea media. The profit model mainly includes reading mode, advertising model and business model. The reading model

includes free reading model and paid reading model; Advertising model includes the layout advertising, searching advertising and order advertising;Business model includes the distribution model, marketing model and searching address in mobile Internet.

【关键词】报纸 手机媒体 商业模式 盈利模式

【英文关键词】Newspapers mobile media

business model profit model

【目录】借助手机媒体平台的报纸盈利模式探究

4-5

8

12Abstract50.2 文献综述8-12绪论8-13摘要0.1 课题的来源0.3 研究的目的和意义第1章 手机媒体0.4 研究方法和创新之处12-13

报纸论文：借助手机媒体平台的报纸盈利模式探究

的兴起和发展13-16

媒体的发展141.1 手机的兴起13-141.2 手机第2章 1.3 手机媒体概念的界定14-16

16-23报纸借助手机媒体平台的可行性考量

机媒体平台的必要性

16-1716-182.1 报纸借助手2.1.1 报纸的不足2.2 报纸借助手2.1.2 手机媒体的不足17-18

18-20机媒体平台的可能性

18-192.2.1 普及性和即时性2.3 报纸借助手

2.3.2 2.2.2 个性化和互动性19-20机媒体平台的外部动力20-23

经济21-23

23-392.3.1 受众20-21第3章 报纸借助手机媒体平台的盈利模式探析3.1 手机媒体的商业模式分析23-263.1.1 商业模式的概念23-24

24-253.1.2 手机媒体商业模式价值链3.2 3.1.3 我国手机报盈利模式的不足25-26

26-29日韩手机媒体商业模式对我国的启示

展中的政府主导作用

27-29

29-39

32-3526-273.2.1 日韩3G 发3.2.2 日韩3G 注重产业融合3.3 报纸借助手机媒体平台的盈利模式3.3.1 阅读模式29-323.3.3 经营模式35-393.3.2 广告模式第4章 手机媒体与报纸融合存在的问题及对策39-42

39-40

39-40

40-42

40-414.1 存在问题及对策4.1.2 机制制约4.1.1 专业人才的缺失394.2 手机媒体与报纸的融合形式扩展4.2.1 融合方式的创新404.2.3 商业模式创新41-424.2.2 载体形式创新结语42-43

报纸论文：借助手机媒体平台的报纸盈利模式探究

注释43-45参考文献45-47致谢47-48攻读学位期间发表的学术论文48