Consumption Behavior Research Of Mobile Phone Newspaper

With the rapid development of the mobile communication technology, mobile phone newspaper has become the most popular business, with a high loyalty in respect of the users'habits and preferences according to relevant research. Up till now, it is common for university students to subscribe the mobile phone newspaper. With the birth of the mobile phone, it draws phenomenal attention from the business and academies. However, researches on consumption behavior from the perspective of the users are rare. This shallow essay tries to penetrate on this point.Quantitative analysis is applied in this essay, which is focusing on the university students as the sample union to investigate the behavior on the mobile phone newspaper. This essay also aims to value the advantages and existing problems objectively to provide a certain reference for the development and researches onwards.The results of the research are as follows:1.There was a high dominance for university students for acquaintance of the mobile phone newspaper, but with a low ratio of subscription and a high ratio of unsubscription. Mobile phone newspaper has not been the access for information for university students, who have no preference and needs for subscription spontaneously.2.With the analysis of the satisfaction of the mobile phone newspaper, the whole result turned out to be average. In the aspects of opportuneness, news delivery time and frequency, convenience of manipulation, university students displayed their preferences. However, in terms of profundity of the news, the comfortableness of reading, university students showed an obscure satisfaction.3.Regarding the element of consumption behavior and subscription willingness, university students chose mobile phone newspaper for its opportuneness of news, the comfortableness of reading, the diversity of contents, standard charging fee, and paid no big attention on its localization of contents, delivery time and frequency and discounts.With the analysis of the research results, the author tries to propose some advices for the mobile phone newspaper's future development. It is more appropriate for mobile phone newspaper to set up its interviewing-and-editing system, discover its own characteristics and separated promulgation to satisfy the users' needs, to adapt to the media development, and to explore new model of making profits with the combination of its unique properties. The mobile phone newspaper is also expected to satisfy the targeted audience's need, perform high quality newspaper and marketing strategy to explore the market for the increase of profits.