【作者】 刘慧；

【导师】 彭祝斌；

【作者基本信息】 湖南大学 ， 新闻传播学， 2014， 硕士

【摘要】 在高度信息化社会里,传播技术的快速发展不断催生出新的信息传播渠道,手机新闻客户端作为一种新兴的信息传播载体,一经问世,便以其便捷性、信息快速及时、互动性强、功能多样等优点,吸引了越来越多用户的关注。如今,手机新闻客户端拥有庞大的用户规模,占据了较大的市场份额,成为足以与报纸、电视、新闻门户网站、手机报等新闻媒体争夺市场的新媒体载体。不过,在当前手机新闻客户端的发展中还存在诸多问题,其中最不容忽视的便是其盈利模式问题。目前,我国各类手机新闻客户端方兴未艾,对于其盈利模式,业界还处于积极摸索和尝试阶段,这一问题也引起了学界的关注和研究。尤其是在媒介融合的背景下,如何构建和完善手机新闻客户端的盈利模式,是一个具有重要研究价值的课题。本文以斯莱沃斯基等人的盈利模式理论、价值链理论作为理论依据,采用文献分析法、比较分析法、案例分析法等研究方法,探讨手机新闻客户端的盈利模式。本文认为,盈利模式是由不同要素构成的,手机新闻客户端的盈利模式由利润点、利润源、利润杠杆、利润屏障四个要素构成,这些要素推动着手机新闻客户端盈利模式的形成。目前,我国手机新闻客户端普遍面临着盈利瓶颈,具体来说,可从外部和内部两方面分析。其外部制约因素主要表现在市场环境的制约、硬件条件的限制、政策引导的缺失等,内部制约因素主要表现在各盈利要素内部开发不足、价值链不完整且各环节发展相对薄弱、盈利模式相对单一等,这些制约因素限制着我国手机新闻客户端的盈利模式的优化与发展。对于我国手机新闻客户端盈利模式存在的问题,本文针对性的从加大盈利要素的开发力度,强化价值链的薄弱环节,拓展盈利模式的类型这三方面提出优化策略。具体来说,在加大各盈利要素的开发力度方面,要打造特色产品和服务,加强用户微型分割和利益主体合作,开展价值创造的一系列活动及保持利润持续增长的屏障;在强化价值链的薄弱环节方面,可从上游、中游和下游三个环节优化;在拓展盈利模式的类型上,可通过电子商务、增值服务、活动营销等方式,为企业创造更多效益。更多还原

【Abstract】 In the information age, the rapid development of technology has created a new channel for the dissemination of information. When it comes out, mobile phone news app as a new information carrier, with its convenience, fast and timely information, interactive function, diversity and other advantages, has attracted more and more attention. Nowadays, with a huge number of users and a large market share,mobile phone news app is becoming a new carrier compared with newspapers,television, news portal, mobile phone newspapers and other news media. But in the course of its development, there has been many problems, which cannot be ignored is its profit model.At present, major mobile phone news app in China is still making progress. For the profit model, the industry is in active exploration and trial stage. In the meantime,the problem has also attracted academic attention and research. Especially in the background of media convergence, how to build and improve the profit model of the mobile phone news app, is a very worthy study.On the basis of Slywotzky’s profit model theory and Porter’ s value chain theory,using many research methods such as literature analysis, comparative analysis and case analysis,this paper aims to explore the profit model of mobile phone news app.The article argues, the profit model is composed of four elements, which include profit point, profit source, profit leverage, profit barrier, and they promote the profit model of mobile phone news app. Currently, mobile phone news apps in our country are generally facing profit bottleneck. Specifically, this paper analyses the factors restricting the profit model of China’s mobile phone news app from two aspects.The external factors contain the constraints of market environment and hardware condition, as well as the lack of policy guidance. The internal factors manifest the insufficient development of profit elements, incomplete and weakness of value chains and the singleness of the operation mode. These constraints above limit the profit model and the development of mobile phone news app in China.In view of the existing profit model of Chinese mobile phone news app, this paper targeted to put forward the following optimization strategy, which includes making efforts to the development of profit elements, strengthening the weak link in the value chain and expanding types of profit model in order to make larger profits.More specifically, in the process of making efforts to the development of profitelements, mobile phone news app needs to produce new product and services, focus on the customer segmentation and the relationship of different interest groups, carry out a series of activities to create value and maintain profit growth barrier. For the process of strengthening the weak link in the value chain, mobile phone news app can be optimized from the upstream, midstream and downstream. For the type of innovative profit model, mobile phone news app can create more benefits through the electronic commerce, value-added services, marketing and other means.更多还原