Communication Form And Marketing Mode Of Mobile News Apps

With the advancement of mobile Internet and the popularity of smart mobile devices,the path people get information have been changed dramatically. As news apps canprovide information anywhere anytime, it become more and more popular amongmobile phone users. A survey sponsored by the iiMedia Research shows that there are344million users of mobile news apps in China until2013. News apps users accountfor60.4%of mobile netizens. Using a mobile phone to read the news has becomehabitual behavior for people.With the surging of the number of mobile client users, the types of apps increasesubsequently. On the news app platform, the major Websites, traditional media andmobile application developers show their capability to win the battle of mobileterminal. As a new form of communication, what types and characteristics do newsapps have? How to build effective marketing model to develop new competitive space?These questions have become the most important issues for news apps in marketcompetition.This thesis focuses on the communication form and marketing mode of mobile newsapps. SMS, mobile newspaper and WAP news sites are the communication formbefore mobile apps. The thesis sorts out the inheritance relationship among them.New media environment, the development of mobile Internet technology, thepopularity of smart phones and user habits of apps are the soil to generate the mobilenews apps. This thesis suggests that, depending on different marketing subjects, themobile news apps can be divided into three kinds, media, websites and independent.Playing as organ to interactive, users’ demands coming first and the intergration of theopen platform are the three characters to achieve economies of scale. Based on theanalysis of all types of news app above and the communication character, we startingfrom the perspective of relationship marketing, using the Netease news app as aexample to comprehend the marketing strategy of news apps, and to give someenlightenment to strengthen the market effect of news apps.