| Mobile media has become an important channel for people to obtain information with the development of mobile media and network technology. The emergence and development of mobile media not only make it becoming the fifth media, but also bring great commercial potential for the media industry and create new economic growth point. As a result, Mobile Publishing has been boomy developing. How to grasp the characteristics of mobile media in order to find suitable growth mode for the development of Mobile Publishing has become a pressing matter of the moment. This paper systematically discusses the developmental course and present situation of mobile media with reference to the I-MODE mode in Japanese Mobile Publishing, which hopes to provide some references for the current development of Mobile Publishing. Through content analysis, case analysis and other research methods, the author has researched, defined and explained the general developmental situation of Mobile Publishing in China, the main types of current Mobile Publishing, the elements in the Mobile Publishing industrial chain, the current main operational modes, dilemma and barriers, and finally proposed solutions.This paper mainly consists of five parts:The first part is the introduction, which includes integration of research results on the China's Mobile Publishing industry, introduces the background and significance of this thesis, sums up the present research status and characteristics of China's Mobile Publishing industry, epitomizes the theoretical basis that is involved in this thesis, and proposes the innovative points in this paper. The second part has mainly summarized the concept and characteristics of Mobile Publishing, expounded the different types of Mobile Publishing, and finally recapitulated the developmental course of Mobile Publishing in China. The third part has analysed mobile publishing content providers, mobile operators, mobile phone terminal manufacturer and other segments in the Mobile Publishing industrial chain, and simply outlined the industry chain structure of mobile phone reading, mobile applicational shop and mobile phone game. In the fourth part, the author has analysedand summarized the existing industrial operational modes of Mobile Publishing, and raised three modes:"Platform+Content" Mode,"Teminal+Application"Mode,"Software+Advertisement"Mode, and explained this three modes in detail through model picture and cases analyses. At the same time, the author also draws on the experiences of Japanese I-MODE model, and recapitulated revelation that the Japanese I-MODE mode has provided for the development China's Mobile Publishing. The fifth part has combined with the developmental status of China's Mobile Publishing industry and discussed problems on its development in depth, and proposed seven counter measures. |
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