Research On The Development Of Mobile Vertical Social Football Media DongQiuDi

With the development of mobile internet technology,people had more new internet experience,and many new media forms emerged.In addition to some mobile social media like WeChat or microblog,mobile vertical social media focusing on the vertical field also plays an important role in people's lives in recent years,such as mobile vertical social sports media.At present,the major Internet Co,such as Sina,Tencent,LETV,Hupu,have also launch their mobile vertical social sports media.they gained a lot of attention of sports fans through providing information and social professional sports services.In November 2013,an APP called "DongQiuDi" online and attracts more than 20 million users,making it the biggest mobile vertical social football media in China in 3 years,by providing original information content and rich social experience.Therefore,this article takes the development of "DongQiuDi" as the research object,using SWOT theory,through the comparative analysis,text analysis,data analysis and other methods to make a comprehensive analysis and research.This paper includes five chapters,In the first chapter,the author analyzes the current research on the mobile social media,vertical media,football reports and "DongQiuDi",The research results shows that audience demand to personalized,professional transformation and the development of mobile Internet technology makes the mobile vertical social medias' emergence.In the second chapter,the author discusses the basic characteristics,online background and development of "DongQiuDi",and the basic characteristics of clear positioning,professional and strong interactive features had been found;In addition to the reasons such as audience information differentiation and mobile Internet technology's development,the most important one is the occasion of many large sports internet media has not launched their mobile vertical media,and this period gave it a good development space.The author divide the development of "DongQiuDi" into the preparation stage,the "cold start" online stage,"cold start" waiting stage,the fast development stage,diversified operation stage according to the transition of its function and operation mode.In the third chapter,the author analysis the development and status quo of"DongQiuDi" mainly through the five dimensions including interface and function,content production,users and its maintenance,brand marketing,profit model.In order to further study the development of "DongQiuDi",the author compared "DongQiuDi" with Hupu Sports which is the most typical mobile vertical social media.In the contrasting process,the author uses the method of text analysis and data analysis and reach a conclusion that"DongQiuDi" has a high degree of vertical,professional,operation of capital adequacy;poor profitability,extensive user maintaining mode features in the current stage of development.In the fifth chapter,combined with the research results of the three or four chapter,the author uses the SWOT methods analysis the four factors including advantages,disadvantages,opportunities and threats to understand development of "DongQiuDi".the author also puts forward specific countermeasures for the development of"DongQiuDi" in for aspects including SO(strength-opportunity)strategy,WO(weakness-opportunity)strategy,ST(strength-threats)strategy and WT(weakness-threat)strategy through cross comparison between those elements.The SO strategy is the strengthen of brand promotion and the introduction of direct seeding technology;The WO strategy is the development of the original copyright and the expansion of the profit model;The ST strategy is the import scale's expansion of "We media" and industries'acquisitions;The WT strategy is optimizing the user maintenance mode and improving the user activity.