Industrial Chain Analysis On Mobile Reading Apps

Driven by the development of technology and social practice,new industrial forms continue to emerge while traditional industrial forms keep changing.Publishing industry,which has been developing for thousands of years,has evolved from its traditional industrial development mode into new industrial forms such as digital publishing,mobile publishing and mobile reading.And the continuous evolution of digital publishing industry chain derived mobile reading APP industry chain.With the assistance of related theories,this paper will mainly focus on the exploration of mobile reading APP industry chain' s constitution,status and operation mechanism in order to discover and summarize the prominent and integrated phenomena in this industrial chain.This paper comprises eight chapters.The first chapter is an introduction which includes research background,research content,literature review,etc.The second chapter illustrates the theoretical basis of this paper,including both the value chain theory and industrial chain theory.The third chapter explains the definitions of relevant concepts,development background,development process,and status quo of mobile reading APP industry chain.This chapter serves as a connecting link between the preceding and the following chapters of this paper.The fourth chapter,the fifth chapter and the sixth chapter analyze the function,constitution and business mode of the upstream part,midstream part and downstream part of mobile reading APP industry chain respectively.The seventh chapter summarizes and analyzes the existent conflicts and integration within mobile reading APP industry chain.At last,the eighth chapter gives a conclusion of the whole research.In mobile reading APP industry chain,publishers from the upstream part are content providers,though these enterprises' voices are not strong enough,they have never given up on the attempt of building platforms by themselves.Midstream enterprises set the role of content integrator and platform operators in one.As a result,they not only master large amounts of user resources,but also hold the content resources which come from upstream enterprises.In other words,they connect the content production and content consumption together,playing the role of "transport hub" and taking the responsibility of key strategic nodes in this industrial chain.Downstream enterprises mainly supply readers with services like traffic,mobile payment,download and terminal equipment etc.,which are indispensable for the whole industry chain.As the history of the formation of mobile reading APP industry chain is short,there are still some contradictions and conflicts among enterprises within the industry chain.To solve these problems,integration within the industry chain is necessary.In the short term,platform is the core of the whole industry chain.However,in the long run,the key of long-term healthy and stable development of this industry chain lies in a clear and efficient operation mechanism,and also lies in the formation of a reasonable and stable distribution pattern of profits.