Study On The Developing Bottleneck And Expanding Path Of Mobile Phone Newspaper In China

July 18, 2004,"China Women's Daily"for the country launched the first mobile phone newspaper——"China Women's Daily ? MMS Edition。"Compared with traditional mobile phone newspaper,has its own unique, incomparable advantages, it is all based on the advantages of mobile phone newspaper in just six years after the time, has been a rapid development and rise to the industry and academia general concern。However,mobile phone newspaper as a new mode of transmission and effective means to bring our convenient, fast and at the same time, there are many bottlenecks exist. Mobile phone newspaper in its positioning, industrial model, revenue model and so are different from traditional media, we can learn from the experience of little academic research is in its infancy stage. Faced with these factors affect the development of mobile phone newspaper, how can we take practical strategies and measures to deal with, and to promote its more healthy development, which both in theory and in practice, are valuable and meaningful.This paper is divided into four parts:The first part briefly introduces the concept of mobile phone newspaper, resulting in the background and causes, and comb the development of domestic and foreign mobile phone newspaper profile.The second part describes several mobile phone newspaper that the main mode of transmission, and analysis of the spread of mobile phone newspaper advantages.The third part mainly restricted mobile phone newspaper development bottlenecks, such as: homogenization of content, audiences narrow, cell phone technology limits, profit model, and the lack of regulatory rules and other single issue and analyzes the reasons for these problems. The fourth part of the selection probability of the use of information Schramm choice probability formula, a case study, from the content, audience, technology, profitability and other aspects of a series of ideas to overcome the bottleneck of mobile phone newspaper and the feasibility of strategies effective way. Finally from the market prospects of the national industrial policy, reading methods and their ways of reporting on the future development of mobile phone newspaper to the prospect.