The Research On Industry Value Chain Of Mobile Phone Reading

China’s mobile read undergoes a rapid development of in just a few years, which has become the fastest-growing in the field of digital publishing. As an industry of good momentum on development, how to integrate various resources in the industry chain and make the substantial profit behind the flashy in order to win their sustainable development is the core issue that the industry needs to deal with.In this paper, mobile read is researched from the perspective of the industry value chain. First, it is reviewed theoretically on mobile read and the industry value chain. Then, all aspects of the industry value chain on the mobile read are analyzed. Based on the analysis of concepts and theories, China’s present mobile reading industry value chain is mainly divided into three types:telecom operators led, content service providers led, and the terminal equipment manufacturers led industry value chain. Furthermore, the generation and the operation of mobile reading industry value chain are focused on in the following aspects:power generated from the value, value delivery, location migration, distribution of benefits, etc. Mobile reading industry value chain has three momentum generated:technology to support, the force of government support and the link between coordination of force. The author believes that though mutual cooperation is undergone in the various aspects of the industry value chain of mobile read, the positional migration appears in competition.Therefore, the author summed up the problems with China’s mobile reading industry value chain, such as no emphasis on high-level cultural needs of the consumers, a dominant operator, the lack of industry coordination mechanisms and so on. Subsequently, on the basis of the analysis of the problems, a number of optimizing measures are proposed for mobile reading industry value chain. Such as not attach importance to the cultural needs of consumers of high-level;the monopoly position of telecom operators need to be broken, and the need for a balanced development of all aspects of the industry chain;industry value chain vertical extension to the user needs;while focusing on the development of auxiliary link of mobile reading industry value chain. Finally, the author takes mobile reading program of Times Publishing Company as a case to analyze its industry value chain, expecting which can be useful reference for mobile read practitioners and to promote the further development of mobile read.