【摘要】 移动互联时代，阅读环境和行为正发生着深刻变化，基于互动、分享、传播的社会化阅读成为当前的发展趋势。在此背景下，移动阅读平台亟须进行社会化转向，以适应市场发展的需要，运营策略也必须做出相应调整。据此，本文以行业中典型的社会化移动阅读平台微信读书为例，分析其“社交+阅读”模式，从内容、用户、盈利三个角度探究其运营策略，并为其他社会化移动阅读平台的发展提出建议，以期促进相关企业的良性运作。更多还原

【Abstract】 In the era of mobile Internet, profound changes are taking place in the reading environment and behavior,and social reading based on interaction, sharing and communication has become the current development trend. In this context, the mobile reading platforms urgently need to be socialized to meet the needs of market development, and the operation strategies must be adjusted accordingly. Accordingly, taking Wechat Reader, a typical social mobile reading platform in the industry, as an example, this research analyzes its “social plus reading” model, and explores its operation strategies from the perspectives of content, users and profitability, and puts forward suggestions for the development of other social mobile reading platforms, in order to promote the healthy operation of related enterprises.更多还原