Research On The Development Of Mobile Reading APP In China From The Perspective Of Media Ecological Environment

The rise and development of mobile Internet in China has cultivated the habit of mobile Internet for the public.Mobile reading is an important part of mobile users' online behavior and an extension of digital reading in mobile Internet and mobile terminal technology.Mobile reading has the characteristics of flexibility and convenience.It is in line with the mobile,fragmented and scenario reading mode of contemporary people,and becomes the choice of more and more readers.In this context,various kinds of mobile reading platforms have emerged,including the products of Tencent,Alibaba and other Internet giants,such as QQ reading,Shuqi novel,wechat reading,as well as the products of independent companies,such as Migu reading,palm reading app,etc.With the participation of many traditional and emerging market players,a variety of digital reading products emerge in an endless stream,and the competition among the major platforms in the mobile digital reading market is increasingly fierce.In the face of the rapid development of the industry,mobile reading app needs to break through the development bottleneck and improve its ability of self survival and development.Based on the relevant theoretical content of media ecological environment,this paper studies the development of mobile reading app,mainly using case analysis method and comparative analysis method to investigate the media ecological environment of mobile reading app.The case chooses QQ reading,Shuqi novel,Migu reading and palm reading app as the research object,focusing on the external environment and internal environment of media ecological environment of mobile reading app in China In terms of in-depth research,clarify the resource elements of mobile reading app,compare each mobile reading app,summarize the experience and problems in the development of mobile app,and put forward the development strategy of optimizing mobile reading app,so as to promote mobile reading app to break through the development bottleneck and further develop healthily and sustainably.This paper is divided into five parts,the introduction part puts forward the research background,research significance,literature review,research methods,innovation points and shortcomings of this paper,the body is divided into four chapters,by summarizing the external ecological environment and internal ecological environment resources of mobile reading app in China,analyzing the existing problems and putting forward development countermeasures.In the first chapter,the theory of media ecological environment which needs to be applied in the later research is summarized,and the definitions of media population and media niche are introduced in order to facilitate the practical application of the later research.At the same time,the first chapter also discusses the definition of mobile reading,the development process and classification of mobile reading platform,pointing out that this paper studies the mobile reading app mainly based on digital books and online literature.The second chapter is to clarify the external ecological environment and resources of mobile reading app.Starting from the four aspects of politics,economy,culture and technology,this paper discusses the close relationship between the external ecological environment and the mobile reading app ecosystem in terms of the supply of key resources such as capital,audience,content,etc.,which is mainly manifested in the national policies conducive to the development of mobile reading app,the mature market investment environment,a good social and cultural atmosphere and the constantly developing emerging technology.The third chapter clarifies the internal ecological environment and resources of mobile reading app.Mainly from the two aspects of operation characteristics and content production of mobile reading app,this paper puts forward that the internal ecological environment characteristics of mobile reading app mainly change into the present: the mainstream business model of content payment,the development direction of full copyright operation,brand operation and community operation,following the needs of users to enrich content and support original writers to create excellent products.The fourth chapter summarizes the problems existing in the ecological development of mobile reading app on the basis of the previous chapters,including the confusion of copyright management,the proliferation of pirated resources,blindly catering to readers,the flooding of vulgar content,the lack of innovation in works,and the same platform functions.At the same time,this paper also puts forward optimization suggestions for the above problems,which are to strengthen the protection of digital copyright,crack down on violations of laws and infringements,cultivate the aesthetic ability of readers,rectify the vulgar and chaotic content,create personalized reading content,and provide differentiated and high-quality services.Through the above optimization suggestions,the government,operation platform,creators and readers are expected to jointly cope with the ecological crisis faced by the mobile reading app.