手机报市场分析与发行赢利模式研究  

On the Market Analysis and the Ways of Profit of Mobile Newspaper

作　　者：吕建伟[1] 张宗益[1] 谢宁倡 

机构地区：[1]重庆大学,重庆400044 [2]重庆中科普传媒发展股份公司,重庆400013

出　　处：《新闻界》2008年第4期26-27,共2页Journalism and Mass Communication

摘　　要：本文对手机报的市场前景和经营模式进行分析,并结合重庆手机报的实例研究发现,手机报具有典型的高固定成本和低边际成本的特点;发行量的扩大,将使得分摊到单份手机报上的编辑成本大为降低。随着3G时代的到来,手机报还将迎来更加光明的发展前景。In this paper, the market of mobile newspapers is analyzed, as well as its management pattern. Through the Investigation of Chongqing mobile newspaper,it showed mobile newspaper has a typical feature of high fixed cost and low marginal cost. With the distribution going up, the mobile newspaper cost in single custom will be reduced greatly.

关 键 词：手机报 市场分析 成本分析 盈利模式 

分 类 号：G206[文化科学—传播学]