本文選題：手機(jī)出版 + 手機(jī)閱讀�。� 參考：《湖南大學(xué)》2012年碩士論文

【摘要】：手機(jī)出版正在成為一種新的出版形式，并方興未艾。本文以大學(xué)生為研究對(duì)象，通過定量分析與定性分析相結(jié)合的方法，，對(duì)大學(xué)生手機(jī)閱讀需求類型及大學(xué)生手機(jī)閱讀需求的影響因素進(jìn)行了調(diào)查分析。從而總結(jié)出大學(xué)生手機(jī)閱讀需求類型主要以學(xué)習(xí)研究型、生活實(shí)用型、娛樂消遣型三種類型為主，并呈現(xiàn)出學(xué)習(xí)需求低迷、娛樂需求旺盛的手機(jī)閱讀需求特征。影響大學(xué)生手機(jī)閱讀需求的因素包括個(gè)人因素、內(nèi)容因素、體驗(yàn)因素、成本因素、安全因素等，總結(jié)分析了造成大學(xué)生手機(jī)閱讀需求差異化顯著的原因。 通過對(duì)當(dāng)下大學(xué)生手機(jī)閱讀需求類型及其影響因素的剖析，透視了當(dāng)前我國(guó)手機(jī)出版發(fā)展中存在的問題。結(jié)合大學(xué)生手機(jī)閱讀需求調(diào)查的分析結(jié)論，指出了我國(guó)手機(jī)出版在內(nèi)容、體驗(yàn)、營(yíng)銷等方面的發(fā)展。內(nèi)容方面需要優(yōu)化手機(jī)出版內(nèi)容構(gòu)成、創(chuàng)新手機(jī)出版內(nèi)容來源渠道、建立不同類型的內(nèi)容資源平臺(tái)；體驗(yàn)方面需要改善閱讀軟件UI設(shè)計(jì)、提供免費(fèi)試讀體驗(yàn)、建立閱讀效果評(píng)估與反饋機(jī)制；營(yíng)銷方面可以從個(gè)性化營(yíng)銷、多元化營(yíng)銷、競(jìng)合式營(yíng)銷著手。最后，對(duì)手機(jī)閱讀及手機(jī)出版發(fā)展前景進(jìn)行了展望，手機(jī)出版從業(yè)者應(yīng)適時(shí)對(duì)手機(jī)出版發(fā)展策略進(jìn)行創(chuàng)新，符合社會(huì)文化價(jià)值主流，尋求發(fā)展契機(jī)。
[Abstract]:Mobile-phone publishing is becoming a new form of publishing and is in the ascendant.This paper takes college students as the research object, through the method of combining quantitative analysis and qualitative analysis, makes an investigation and analysis on the types of college students' mobile phone reading needs and the influencing factors of college students' mobile phone reading needs.It is concluded that the main types of mobile phone reading demand of college students are learning research type, life practical type and entertainment type, and presents the characteristics of mobile phone reading demand with low learning demand and strong entertainment demand.The factors influencing college students' mobile phone reading demand include personal factor, content factor, experience factor, cost factor, security factor and so on.By analyzing the types of mobile phone reading demand of college students and its influencing factors, this paper analyzes the problems existing in the development of mobile phone publishing in China.This paper points out the development of mobile phone publishing in China in terms of content, experience, marketing and so on.In terms of content, it is necessary to optimize the composition of mobile phone publishing content, to innovate the source channels of mobile phone publishing content, to establish different types of content resource platforms, to improve the UI design of reading software and to provide free trial reading experience.The evaluation and feedback mechanism of reading effect should be established, and the marketing aspect can be started from individualized marketing, diversified marketing and competitive marketing.Finally, the development prospects of mobile phone reading and mobile publishing are prospected. Mobile phone publishing practitioners should innovate the development strategy of mobile publishing in time, in line with the mainstream of social and cultural values, and seek development opportunities.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G645.5;G206

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