| From the first mobile phone in November1987in Guangzhou, mobile phon e has gone through more than20years in China. There is the first generation o f analog cellular telephone system, the second generation of GSM with digital m odulation mode, and2.5G era of GPR、CDMAIX.Now developing into3G era, vigorously promote the development of the high speed data transmission. Along with the3G network construction and development, as well as the users increasi ng rapidly and the development of intelligent terminals, mobile phone has alread y changed the" luxury" into today’s" basic necessities of life", and its function is no longer simply confined to voice call. The " media functions" of mobile pho ne is highlighted day by day, and has become one of the most important inform ation mode.At the same time, such as mobile phone newspaper, mobile phone TV, mobile phone micro-blog...Mobile phone is working with newspapers, radi o, television, and network to achieve the " big media integration ". And along with the computer technology, communication technology and mobile phone deve loping, the integrated degree is in deep, lifted the dissemination of audio-visual r evolution, mobile phone media era is coming. Mobile phone media has both the function of interpersonal communication and the function of mass communicatio n, to break the limiting of the information producer and the recipient, and to int egrate the communication technology and network. Mobile phone media gradually integrated the fusion of traditional media function, and can immediately read th e news, watching TV programs freely, making MMS by photography. The emerg ence of mobile phone media is changing the traditional media pattern to change the way of our living. Mobile phone TV, mobile phone games, mobile phone ra dio, mobile phone newspaper and more new media form, indicate that the mobil e phone gradually integrated traditional media. Mobile phone media has both the characteristics of interpersonal communication and mass communication, and rise the independent and interactive of network greatly. Mobile phone media will lea d a new age of the newspaper, broadcast, TV and the internet; therefore, from t he media theory researching, the research of mobile phone media also has signifi cant academic value.The first part of this article is about the mobile phone media and media int egration concept. Mobile phone become a media from communications, with the development of a concept is defined as the mobile phone media which is a wire less network for communication channels with the content provider to disseminat e information to mobile phone, for intelligent terminal and personalized mobile c ommunication carrier. Accord the mobile phone media definition, the characteristi cs of mobile phone media integrated the characteristics of newspapers, television and other traditional media. Therefore, mobile phone media is more interactive th an newspapers, more convenient than television, more free than radio, more popu lar than computers. Known as the" warm media", the mobile phone media has st rong interactivity and personalized features than other traditional media. As a plu rality of communication subject, through the construction and development of mo bile Internet, mobile phone media integrated of network functions, multiple mode s of transmission, communication content, communication and other types.The second part is based on the early twentieth century University of San F rancisco professor of management Heinz Weihrich, with SWOT proposed analysis method. It analyses mobile phone media industry’s internal factors (Strength), like the advantage of mobile phone media integration, real-time, low cost and ric h resources of the audience; And mobile phone media’s vulnerable (Weakness), like mobile phone media terminal information capacity restriction, lack of profes sional talents and information security and regulatory issues; Meanwhile, the exte rnal factor opportunity (Opportunity),like to promote and develop3G network, th e radio and TV network, telecommunication and Internet" triple network integrati on" and government support; As well as the threat (Threat), like the limit of n etwork operators, the homogenization of the content in the process of traditional media integration, as well as the challenge of as an new media brand.The third part mainly is about finding the business management under the b ackground of integration of mobile phone media. Along with the3G network pr omotion, a variety of mobile phone media business is continue to develop out: mobile phone TV has become the hot consuming, which is mobile phone and tel evision with the fast speed, big range of wide, out of time and space constrainin g, and is able to develop quickly; the mobile phone newspaper which is through wireless technology platform to sent to the user’s mobile phone, who can read t he information whenever and wherever; personal mobile phone blog which is po lar with users to exchange and writing web log management; As well as the prospect of mobile phone games and mobile phone search service and so on. Mobile phone media has formed a mainly industry chain by composed of t he terminal manufacturer (TP), the equipment manufacturers (EP), the content pro vider (CP), the service provider (SP), the mobile network operator (MNO), At th e same time the links of mutual collaboration formed to voice communications b usiness for the foundation, the wireless data service and mobile value-added servi ces as the core of growth point, and3G wireless advertising for new growth of profit model. The media economy already from" media management" into "the b usiness of media" era and brand becomes the only way which must be passed t o future media competition. Mobile phone media and other media integrated to e xert the advantages of other media, such as mobile phone newspaper sending wir eless data service to the mobile phone, and mobile phone TV to watch the TV channels whenever and wherever. In the complex fragmentation of media environ ment, media integration break through the tight encirclement. Using the Japanese mobile phone media I-Mode success mode for finding mobile phone media b rand road, integrating advantages to build their own brand, which is committed t o brand management, make brand personality and form good profit pattern, and focus on the mature age of brand through the improvement of the brand manage ment system and training of creative talents in the field of mobile phone media to maintain the vitality of the brand.The fourth part explores that, with the mobile phone smart terminal develop ment and popularization of network technology, mobile phone media gradually be come mobile PC enjoying wireless network whenever and wherever; also become the body of an" organ" of traditional media to supplement and extension liberat ing people from home and office; at the same time, mobile phone media can be instead of acting the future home appliance management system, operating syste m to be remotely studio tools; with " Mobile Phone Wallet " appearing, mobile phone media will lead the new age of electronic commerce; and the development of mobile phone online game or mobile phone television, film and other mobile phone entertainment economy, at the same time in the development of IOT of opportunity, mobile phone media will have a greater of the development. |
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