Study On The Development Of Chinese Mobile Newspaper Based On The Long Tail

Once released, the mobile phone newspaper as the new media has been developing rapidly because of its unique characteristics. However, its drawbacks are also gradually emerging during the development. Based on analysis of the Long Tail, the present paper verifies the feasibility and necessity of the Long Tail to analyze the mobile phone newspaper. And then report on the further development policy of Chinese mobile phone newspaper was discussed.The first part outlines the background of the rise of mobile phone newspaper, definitions, media models and the Long Tail's content, advantages and guiding principles.The second part describes and analyses the development status of mobile phone newspaper, summed up the communication element positioning unclearly, business model incompletely, backward termination and technology of mobile phone which limit the development of the mobile phone newspaper.The third part investigates that the feasibility and necessity of the Long Tail used in the mobile phone newspaper. Firstly, from content providers, technology service providers, mobile operators, mobile phone users aspects, elaborating deeply the Long Tail which can be used in mobile phone newspaper. Secondly, through to meet the individual needs, to create a variety of profit model, the establishment of tariff differentiation strategy and the formation of expansion four aspects, confirms the feasibility of the Long Tail which solves the plight of mobile phone newspaper.The fourth part bases on the Long Tail, proposed development strategies of Chinese mobile phone newspaper. First of all, mobile phone newspaper introduces customization of the content and establishes database marketing. Secondly, in the profit model, it consolidates subscription fee "hits", tries mobile precision advertising and additional value-added services. Finally, the mobile phone newspaper efforts to reduce the tariff costs and overcomes technical bottlenecks. By way of implementing these measures, long tail of mobile phone newspaper extends continuously, creating a prosperous long tail market of mobile phone newspaper.The fifth part verifies the accuracy of the Long Tail which used in mobile phone newspaper with the sample Zhejiang Mobile Newspaper.Finally, conclusion part summarizes the earlier studies, and affirms clearly the Long Tail which provides strategies and new direction of development of mobile phone newspaper.