3G時(shí)代手機(jī)媒體的盈利模式研究

論文編號(hào):WHCY136 論文字?jǐn)?shù):16168,頁(yè)數(shù):20  傳播學(xué)（文化創(chuàng)意產(chǎn)業(yè)管理 ）

【摘  要】
 手機(jī)媒體的出現(xiàn)給移動(dòng)通信及其業(yè)務(wù)發(fā)展帶來(lái)了很多方面的巨大變化，首先是這一嶄新概念的提出，體現(xiàn)了通信行業(yè)與傳媒產(chǎn)業(yè)的融合趨勢(shì)，進(jìn)一步擴(kuò)大了將移動(dòng)通信作為傳輸管道的影響程度。移動(dòng)通信不僅僅是管道，更是一種大眾傳媒手段，不盡從傳輸方式，更是從內(nèi)容上產(chǎn)生更深遠(yuǎn)的影響。其次是促使移動(dòng)業(yè)務(wù)在盈利模式上的轉(zhuǎn)變，第五媒體將手機(jī)推上了媒體的平臺(tái)，在這個(gè)平臺(tái)上，除了產(chǎn)品，更重要的收入來(lái)源就是廣告，廣告盈利的提出給手機(jī)媒體提供更廣闊的空間。第三個(gè)則是業(yè)務(wù)構(gòu)建和表現(xiàn)形式的改變，移動(dòng)業(yè)務(wù)從過(guò)去以技術(shù)區(qū)別為主的業(yè)務(wù)構(gòu)建，比如(MMS，WAP)等，轉(zhuǎn)變?yōu)閺膬?nèi)容和客戶感知出發(fā)的業(yè)務(wù)構(gòu)建;傳統(tǒng)媒體的內(nèi)容開(kāi)始逐漸進(jìn)入移動(dòng)增值業(yè)務(wù)的領(lǐng)域。這些轉(zhuǎn)變深刻地影響著移動(dòng)增值業(yè)務(wù)的發(fā)展，形成了手機(jī)媒體時(shí)代移動(dòng)增值業(yè)務(wù)的新格局:信息內(nèi)容服務(wù)、傳播媒介服務(wù)與無(wú)線娛樂(lè)業(yè)務(wù)等等。因此作為一個(gè)新興發(fā)展的媒體，其盈利模式將是影響它發(fā)展的最重要方面，如果手機(jī)媒體能夠有一個(gè)良好的盈利方式引領(lǐng)其前進(jìn)，那么手機(jī)媒體的前景一片光明。
 因此本文試圖從盈利模式體系的理論出發(fā)，參照第五媒體業(yè)務(wù)特征和國(guó)內(nèi)外業(yè)務(wù)發(fā)展實(shí)踐，構(gòu)建手機(jī)媒體盈利模式的核心因素，并進(jìn)一步探討各因素的具體內(nèi)容;并通過(guò)參考與借鑒業(yè)內(nèi)人士調(diào)查評(píng)估和結(jié)論，最終提出一個(gè)較為完整的手機(jī)媒體盈利模式的構(gòu)成因素及具體實(shí)施建議。

 關(guān)鍵詞: 3G時(shí)代；手機(jī)媒體；傳統(tǒng)媒體；增值業(yè)務(wù)；盈利模式；  
 

【Abstract】
 The emergence of mobile has changed mobile communications and its business greatly in many aspects. First of all, this new proposal of the concept reflected the convergence trend between the communications industry and media industry, and further expanded the impact of mobile communications as the transmission channel. Mobile communications is not just the channel, but also a medium of mass communication. It created a deep influence from contents rather than transmission mode. Secondly, it promoted changes of profitable mobile business model, and the fifth media pushed mobile phones to the media platform. In this platform, the more important income is advertising. The third aspect is the change of operational construction and pattern of manifestations. The business turned to the pattern of manifestation of contents and customers from technology-based businesses such as (MMS, WAP), etc. these changes influenced deeply the development of value-added services, and built he new prospect of mobile value-added service such as informational content service, media service and wireless entertainment business in cell phone media era. Therefore, as an emerging media development, its profit model is the most important aspect of development.
 This article took characteristics of the fifth media business and business development at home and abroad as the reference from the theory of profit model, and built core elements of mobile media’s profit model, and further explored their specific content, and eventually proposed a comparatively complete construction components and suggestions of the profit model of cell phone media.
 
 
 Keywords: 3rd generation era; Mobile phone media; Traditional media; Value-added service; Profit model

目   錄
緒論 1
一、手機(jī)媒體盈利模式概述 2
（一）手機(jī)媒體的產(chǎn)生及盈利模式現(xiàn)狀 2
（二）手機(jī)媒體的特點(diǎn)及發(fā)展現(xiàn)狀 2
1．手機(jī)用戶增長(zhǎng)迅速 3
2．手機(jī)媒體化的戰(zhàn)略轉(zhuǎn)變 3
二、實(shí)現(xiàn)3G手機(jī)媒體盈利所需的條件性因素 3
（一）實(shí)現(xiàn)3G手機(jī)媒體盈利的內(nèi)在因素 3
1. 增值業(yè)務(wù)提供商因素 3
2. 系統(tǒng)集成服務(wù)商因素 4
3. 運(yùn)營(yíng)商因素 4
（二）實(shí)現(xiàn)3G手機(jī)媒體盈利的外在因素 4
1. 實(shí)現(xiàn)3G手機(jī)媒體盈利的政策性支持 4
2. 實(shí)現(xiàn)3G手機(jī)媒體盈利的需求動(dòng)力 5
三、 3G時(shí)代手機(jī)媒體的市場(chǎng)價(jià)值分析 5
（一）3G手機(jī)媒體的市場(chǎng)機(jī)遇 5
（二）3G手機(jī)媒體與傳統(tǒng)媒體的優(yōu)勢(shì)對(duì)比 6
四、手機(jī)媒體盈利模式分析 8
（一）手機(jī)廣告盈利模式 8
1．手機(jī)廣告盈利模式分類 9
2．手機(jī)廣告盈利的決策性因素——大眾認(rèn)可度 10
（二）信息服務(wù)收費(fèi)模式 11
1. 閱讀收費(fèi)模式 11
（三）手機(jī)媒體增值服務(wù)模式 12
1. 手機(jī)游戲商業(yè)模式分析 12
2．無(wú)線音樂(lè)模式分析 13
（四）手機(jī)媒體的新應(yīng)用的價(jià)值結(jié)構(gòu)構(gòu)建 13
1. 手機(jī)媒體的新應(yīng)用構(gòu)建 13
2. 手機(jī)媒體新應(yīng)用的模式走向 14
結(jié)論 16
參考文獻(xiàn) 17
致謝 18