Local Media Mobile News Client Differentiation Management Research

The mobile internet is changing the habits of people's lives,reading preference,and thinking mode.It permeated every corner of social life.Just like McLuhan said: “Communication means of an era is not that important,what really matters is those great changes that it brought to the social life.” The vigorous development of mobile Internet has caught fragmentation reading trend.It makes a large number of media feel the challenge that they have never met.It also highlights the communication advantage of news app.News apps develop rapidly under such background.Since 2014,local media news apps began to develop rapidly across the whole country.In the competition with the famous websites news apps and polymerized news apps,many local media news apps exposed some problems,such as the contents are always the same,the influence is limited,the number of users is small,and so on.This paper is aimed at finding out the way of local media news apps' diverse development mode.This paper is based on the case of Guangxi Daily news app,guided by internet thinking,including product thinking,users thinking and platform thinking.Also,this paper divided the content of news apps into three parts: the core product,the form of product and the extended product.This paper researches the three parts and put forward some feasible suggestions.In this paper,the core product mainly solves the problem of “what news do users read”.In this part,the author analyzes the content concept of Guangxi Daily news app,and also analyzes the characteristics in content choice and content restore,guided by the multiple product thinking,this paper suggests local media news apps should expand the source of news,try to report some community news and find out the value of information in the news.The form of product mainly solves the problem of “how users read news”,this paper analyzes Guangxi Daily news app's characteristics in content arrangement,content showing,content distribution and app's functional design,and suggests the local media news apps should offer users personalized reading experience and customized service.The extended product mainly solve the problem of “what service should news apps offer to users”,this paper is guided by internet thinking,suggests local media news apps should play a role in social services,local social contact and try to be a bridge between government and common people.