手机报的发展前景

手机报的发展前景
摘 要： 在新技术革命浪潮的推动之下，一批又一批的新兴传播媒介在市场上生根发芽。作为新兴传媒的一员，手机报同样也将接受市场的考验。便于携带，传播速度快捷，受众数量众多，受传双方互动性强，手机报固然有其与生俱来不可替代的传播优势。但与此同时，手机报也有其致命的弱点，阅读习惯上的劣势，在深度报道方面的缺陷，内容的高度同质化和强依附性，都是手机报发展道路上的绊脚石。这样一个新兴传播媒介在当今竞争激烈的传媒市场将何去何从？为了获取更大的生存空间，它将做出怎样的改革和转型？带着这些问题，本文以手机报的发展前景为研究中心，运用传播学相关理论，结合目前传媒市场的真实现状，从宏观把握和微观例证的角度，综合分析手机报的种种特性，并在文章结尾提出了对其未来的一些设想。希望能为手机报的实际运作及手机媒体的今后走向提供些许有用的观点或者建议。
关键词：手机报；受众定位；内容细分

Abstract: Under the impetus of the wave of new technological revolution, a sea of new media have taken root in the market. As an emerging media, mobile phones also will be reported to the challenge of the market. Portable, fast speed, the large number of audiences, the interaction between the two sides—these are the irreplaceable advantages that the cell phone has owned by birth. But at the same time, cell phone newspaper also has its Achilles heel, a disadvantage on the reading habits, the defect of in-depth coverage, the contents of a high degree of homogeneity and strong dependence, these are the stumbling block on the road of the development of mobile phones. Where will this emerging media go in today's highly competitive media market? In order to obtain more living space, it will make what kind of reform and transition? With these questions, this paper is to look into that prospects for the development of mobile phones, the use of communication theory, combined with current market information, from a macro-and micro-example of grasping the point of view, a comprehensive analysis of the various characteristics of mobile phone newspaper, and raised in the article at the end of their ideas for the future. Hope to be able to report the actual operation of mobile phones and mobile media toward the future to provide some useful recommendations or views.
Keywords: mobile media；Audience targeting；content subdivision

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