手机媒体研究-以手机报为例

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 摘要：继报纸、广播、电视、网络之后，一种新兴的传媒开始向大众传媒发起了挑战。这些新兴传媒来势凶猛，发展迅速。借助着电子计算机技术，新媒体希望能够在传媒领域里分得一杯羹。技术的发展，政策的支持，使新媒体看到了传媒春天的到来。手机媒体、公交移动传媒、IPTV如雨后春笋般纷纷出现。传统媒体也意识到了新媒体的挑战。手机媒体在这些新媒体中发展比较成熟。其发展模式、经营模式已经越来越受到传统媒体的重视，手机媒体的未来发展都很值得传统媒体借鉴。可以说一场新的媒体变革时代就要到来。
 关键词：手机媒体；新媒体；传播

A study of mobile media-a case study of mobile newspapers
  ABSTRACT:  Following the rise and spread of newspaper, radio, television and internet, a new media emerges as a challenge to the present mass media with its strength and rapid development. Armed with the new electric and computer technology, the new media want a slice of the cake from the media market. What ’s more , the support of the policy and the development of the technology enable the new media to foresee a more promising future, and in no time the new media like the mobile media, the public transportation media, and the IPTV mushroom across the country. Among them, the mobile media pattern and operation mode has attracted much attention form the traditional media. It can be safely concluded that the revolution of new media is coming.
 Key words: Mobile media, new media, communication

目  录
1 绪论 1
2 手机媒体历史与现状 1
2.1 手机媒体发展历史 1
2.2 手机媒体的现状 2
3 手机媒体的特点 3
3.1 覆盖人群最广 3
3.2 传播成本低廉 3
3.3 传播信息快捷 4
3.4 传播的强制性 4
3.5 移动性 4
3.6 交互性 4
3.7 可操控性 4
3.8 多传媒性 5
4 以手机报纸为例具体分析手机媒体 5
4.1 手机报用户特征 6
4.2 手机报用户行为分析 9
5 手机媒体影响与发展趋势 16
5.1 手机媒体对社会的影响 16
5.2 手机媒体业务发展趋势 17
5.3 手机媒体前景展望 17
致 谢 19
参考文献 20

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