The Research Of Current Situation And Development Of Mobile Phone Newspaper

The rise of new media broke the traditional media dominating the world pattern,and further expanded the development domain of integrated communication,the growing media environment become more and more varied. Based on this, the mobile medium associates itself with the traditional media, forming a new information communication mode—mobile phone newspapers. At the same time, the traditional newspaper makes itself a strategic transformation as a Content Provider. Although mobile-newspaper grows fast in china, it displays conceptualization in actual operation. Because many factors hamper its further development, many person doubt it feasibility and development in the homeland. This paper will analyze the mobile phone newspaper development background, the present situation, the existence problem and the reason. This paper will profit from the Japanese mobile phone newspaper development, unify our country national condition and the actual situation. At last, this paper will propose the feasibility development program.This paper is divided five parts. The first part will introduce the present mobile phone newspaper as well as the research origin, and summarize the predecessor research results and the insufficiency, point out the research significance and the research technique. The second part will mainly analyze the background and the reason that the mobile phone newspaper produces.The third and the fourth parts are the important chapters in this paper. The first section of the third part will analyze the Chinese first mobile phone newspaper—"Chinese Woman Newspaper", which takes care of the later. After inducing its existence as well as its question, the first section puts forward the feasible development proposal. The current our country mobile phone newspaper operation pattern, the information dissemination characteristic, the value chain analysis, operation pattern analysis and the industrial chain analysis, which will thoroughly be analyzed in the following section.The fourth part will mainly analyze the present mobile phone newspaper market, the product, the operation, the policy, the environment and so on, and point out the mobile phone newspaper facing at present the difficult position and the bottleneck, and proposes the feasibility development program in the view of the existence problem.The fifth part will mainly carry on the case analysis of our country mobile phone newspaper development enlightenment and the Japanese I-Mode mobile phone newspaper, and the mobile phone 3G time magnificent prospect which soon arrived. The 3G mobile phone newspaper will become the development direction of the mobile phone newspaper, and the mobile phone newspaper inevitably will become an important brand which the newspaper office manages.