Research On Operating Strategy And Development Model Of China's Mobile Media

In the 21st century, with the development of mobile network technology and the enhance of mobile terminal function, the function of human beings on the use of mobile phones becomes more widespread and frequent day by day. Mobile phone has become an important way for more and more people accessing to information: mobile phone can be used to call and communicate with people, to send message, to readnews, watch TV, listen to music and read novels......Mobile phone gradually beganto play a new role of information dissemination and culture entertainment. The number of mobile phone users and the use frequency has far exceeded that of television, the internet and other media. It has become the most appropriate media platform. However, with the development and expansion of mobile media, how to manage and operate well the mobile media enterprises, and how to manage the development of this emerging industry, are key subjects and issues worthy of our people to think and solve.In this paper, positioning the realization of a problem-theory framework for the dissemination of science, economics, communications technology and other cross-disciplinary research perspective, on the basis of the analysis on the meaning, the characteristics, development status and current existing problems of mobile media, with the combination of the media industry development law and dissemination theoretical framework, through the analysis of a large number of cases, the mobile media operating strategy and development model is summed up in order to provide the media people, the industry, the government a good reference.This article first analyzed the status quo and defined the "mobile media" as following: it takes individual information based on audio-visual mobile phone terminals and mobile Internet platform as the dissemination carrier; takes public as its dissemination goals; takes direction as its spread effect; and an interaction as the intermedium of public communication for dissemination application; thus it is also called mobile network media. This article has an in-depth analysis of six major characteristics: high portability, high popularity, high time-sensitive, high-interactive, multimedia, and unlimited mobility. The main current development status of mobile media has been objectively analyzed: the dissemination of private personal messaging (media personality) and professional bodies & corporation SMS (media tool). Three comparative common operating modes of mobile phone have been summed up in this article: a leading telecommunications, radio and television Independent, digital broadcasting technology. At the same time, five aspects existing in current development of mobile media have been put forwarded: technology bottleneck, poverty contents, the proliferation of spam, privacy violations, simple and single profits model.Operating strategies and mode of development is the focus and innovation point of this article, which is put forwarded according to two different points of constructive thinking of the micro (entity operating) and macro (industry development).Operating Strategy is to solve the problem of "how to operate a mobile media well" on terms of micro level of mobile phone media entities. According to development of the media features and the properties of mobile phones, five constructive strategies have been put forwarded: channel priority strategy, horizontal interactive strategy, media group strategy, content differentiation strategy, business diversification strategy.Development model is to solve the problem of "how to develop the mobile media industry "on terms of macro level of media industry. Three development models of mobile phone have been put forward according to different roles and participation scope: One is under the guidance of government, to give policy support, to strengthen on terms of moral and legal norms publicity, supporting the strength of mobile media and new media industries. Second, to create Mobile Media's "product" quality under the leading of trade by relying on mobile media's own potency, speeding up the integration and development of mobile media. The third is at the core of the public, to participate in the initiative, and promote actively, and to help improve the shortage of mobile media with tolerance attitude, to promote technological innovation and public support, to promote the survival rate of mobile media and industrialization.