A Research Of Mobile Reading APP From The Perspective Of Industry Chain

With the IP boom continues to heat up,the mode of the content industry through the full copyright operation to maximize the value,has been rapidly promoted in the industry.Profit model more and more diversified.Publishing,film and television,animation,games and other industries linked into a network,formed a closely related the large cultural industry chain.The large cultural industry chain also contains many small industrial chain,and mobile reading industry chain is a part of large cultural industry chain.This paper adopts three methods of literature analysis,comparative analysis,case analysis,by the use of the basic theory of industrial economics,starting from the perspective of the industry chain,seized the little entry of mobile reading from the current large cultural industry chain.First of all,this paper analyzes the development of mobile reading APP from three aspects:market scale,competition pattern and user scale.Through the analysis,the mobile reading APP is developing rapidly,and there is fierce competition in the industry chain,the user scale growth year by year.iReader market share the highest,but telecom operators are the largest revenue.iReader has the highest market share,but telecom operators has the largest revenue.Secondly,this paper combs the composition of the mobile reading industry chain,including content providers,platform operators,telecom operators,terminal manufacturers and other aspects,and analyzes the relationship of mobile reading industry chain.By selecting the QQ reading,iReader,Migu,Duokan these four typical cases of mobile reading APP,the paper analyzes the development of mobile reading APP from different types of enterprises and its advantages and disadvantages.And the similarities and differences were analyzed by contrast.Finally,from the perspective of mobile reading industry chain and mobile reading APP itself,it explores the difficulties in the development of mobile reading APP:the difficulties of industrial chain integration,the rampant piracy and the loopholes in content operation.The division of labor is unknown,Lack of personality,interface design convergence,content homogeneity,lack of quality content;single form,poor user experience and other issues.And the paper put forward the relevant countermeasures according to the existing problems.