【作者】 别林娟；

【导师】 李惠民；

【作者基本信息】 兰州大学 ， 新闻学， 2009， 硕士

【摘要】 新媒体的崛起打破了传统媒体一统天下的局面,改写了原有媒体的生态版图,拓展了媒介融合的发展领域,媒介环境日益碎片化。在此基础上,手机媒体牵手传统报纸,形成了新闻信息传播形式——手机报。这一转变,促使传统报纸完成了向“数字化内容提供商”过渡的战略转型。然而,手机报在中国的发展虽然极其迅猛,但是诸多因素束缚了国内手机报发展的脚步,同时国内很多人开始怀疑手机报发展的可行性。本文将着力分析手机报的发展背景、现状、存在问题、原因以及解决方案,并借鉴日本手机报发展的成功经验,结合我国国情和实际情况,提出可行性发展方案。本文共分五部分论述手机报的现状与发展。第一部分是绪论,介绍手机报现状以及研究缘起,总结前人研究成果和不足,指出研究意义和研究方法。文章第二部分主要分析了手机报产生的背景及原因。第三部分和第四部分是本文研究的重点章节,也是创新部分。第三部分的第一节对中国第一份手机报——《中国妇女报》彩信版进行了系统的个案分析,归纳出其存在的优势和问题,提出可行性发展建议。在第一节的基础上,本章的其余几节分别深入分析了当前我国手机报的操作模式、信息传播特点和信息传播模式,并且对当前国内的手机报进行了价值链分析、运营模式分析和产业链分析。第四部分具体分析了目前手机报的市场、产品、运营、政策环境等,指出手机报目前面临的困境和瓶颈,借鉴外国手机报发展成功经验,针对存在问题逐一提出可行性发展方案。第五部分主要对日本I-Mode手机报进行了个案分析以及分析其对我国手机报发展的启示,并对手机报在即将到来的手机3G时代的美好前景进行了展望。3G手机报即将成为手机报的发展方向,手机报必然成为报社经营的又一重要品牌。更多还原

【Abstract】 The rise of new media broke the traditional media dominating the world pattern,and further expanded the development domain of integrated communication,the growing media environment become more and more varied. Based on this, the mobile medium associates itself with the traditional media, forming a new information communication mode—mobile phone newspapers. At the same time, the traditional newspaper makes itself a strategic transformation as a Content Provider. Although mobile-newspaper grows fast in china, it displays conceptualization in actual operation. Because many factors hamper its further development, many person doubt it feasibility and development in the homeland. This paper will analyze the mobile phone newspaper development background, the present situation, the existence problem and the reason. This paper will profit from the Japanese mobile phone newspaper development, unify our country national condition and the actual situation. At last, this paper will propose the feasibility development program.This paper is divided five parts. The first part will introduce the present mobile phone newspaper as well as the research origin, and summarize the predecessor research results and the insufficiency, point out the research significance and the research technique. The second part will mainly analyze the background and the reason that the mobile phone newspaper produces.The third and the fourth parts are the important chapters in this paper. The first section of the third part will analyze the Chinese first mobile phone newspaper—"Chinese Woman Newspaper", which takes care of the later. After inducing its existence as well as its question, the first section puts forward the feasible development proposal. The current our country mobile phone newspaper operation pattern, the information dissemination characteristic, the value chain analysis, operation pattern analysis and the industrial chain analysis, which will thoroughly be analyzed in the following section.The fourth part will mainly analyze the present mobile phone newspaper market, the product, the operation, the policy, the environment and so on, and point out the mobile phone newspaper facing at present the difficult position and the bottleneck, and proposes the feasibility development program in the view of the existence problem.The fifth part will mainly carry on the case analysis of our country mobile phone newspaper development enlightenment and the Japanese I-Mode mobile phone newspaper, and the mobile phone 3G time magnificent prospect which soon arrived. The 3G mobile phone newspaper will become the development direction of the mobile phone newspaper, and the mobile phone newspaper inevitably will become an important brand which the newspaper office manages.更多还原