Research On The Mobile Phone Reading APPs On Portals Websites In China

In the era of mobile internet,people are increasingly inclined to make fragmented reading with the generation and popularization of intelligent terminals.The mobile phone APPs achieved unprecedented development in recent years under suchbackground.At the same time with the increasing number,the mobile phone APPs are also diversifying.Due to the all time supply of comprehensive and accessible books and information,mobile phone reading APPs are favored by mobile phone users and became a great dark horse in the mobile phone APP market.In the domestic market,the mobile phone reading APPs,which were initiated by portal websites on their rich experience and extensive users in the internet industry,shows strong developing momentum.At the same time with the rapid emerging of mobile phone reading APPs on portal websites,there are still some affairs to be discussed and summarized in the developing process.Therefore the author made detailed and systematic research on mobile phone reading APPs on portal websites in China combining relevant theoretic knowledge through various research methods including literature research method,case analysis method and observation and so on.This paper indentified the meanings of portal websites and mobile phone reading APPs,gave an introduction to the mobile phone reading APPs on portal websites according to the content provided;discussed the reasons for the launch of mobile phone reading APPs by portal websites in China;combining relevant statistical data,discussed the existing problems in the content,brand,design experience and profits of the two types of mobile phone reading APPs on portal websites through detailed analysis on the mobile phone reading APPs on the four major portal websites.Aiming at the above problems,this paper analyzed the two cases of Easy Reader and SohuNews,and gave detailed introduction to their emergence,development process and content framework.In the research on Easy Reader,development strategies were analyzed in detail in aspects of consciousness of innovation,cooperation and mutual benefits,integrated marketing and profit-making methods.Easy Reader is the only one integrated publications and information by now and here lies its most successful innovation.In the developing process,Easy Reader also cooperated with China Mobile to expand the resources;in terms of profit-making method,it mainly depends on the content now,with advertisement and alliance promotion as supplements.Advertisers and alliance business are basically content suppliers;in the aspect of integrated marketing,the whole marketing process of Easy Reader was analyzed systematically in terms of consumers,cost,convenience and communication through 4C theory.In the research on SohuNews,outstanding performances in the developing process were discussed in detail,with development strategies for innovations in product content,integrated marketing and business modes as the focus.Based on the researches on Easy Reader and SohuNews,inspirations for the development of domestic mobile phone reading APPs on portal websites were concluded in the end:get more resources for the content as far as possible and satisfy the individual needs of users to the largest extend in aspects of the amount and the types;check out the content and improve the quality of staff.Develop accurate market positioning and specify the brand characteristics.Design products according to the demands of user in sensual experience,skimming experience and interactive experience to improve the satisfaction of users for the products.Create new profit-making methods through breaking traditional thoughts and combining the features of user groups.It is expected that the researches in this paper and the above conclusions would provide certain reference for the development of mobile phone reading APPs on web portals in China.