摘要
在以互联网为代表的新兴媒介快速壮大的背景下,书籍阅读形式正经历高速地更替换代。移动阅读软件在经历了由出现、快速增长、稳定与到迈向高质量发展的今天,依托于数字平台,读者使用移动阅读软件正展现着能够和使用传统阅读方法分庭抗礼之形势。随着新兴媒介登上历史舞台,传统媒体的市场份额受到冲击,出版与传媒业对于市场份额竞争之势越发激烈,移动阅读软件不再仅仅围绕美术观感、价格促销等方面进行硬性角逐,与之相反的是,在把握有效信息的基础上精准建立好品牌形象,强化产品品牌并使之广泛传播,对于当下移动阅读软件的竞争而言已成为核心要点。基于微信衍生出的微信读书APP在上线至今的几年里,产生了大量热门话题与产品,这都为构架其品牌形象提供了可观的基础。本文选择微信读书APP为研究对象,从构建移动阅读软件品牌的重要性入手,分析新媒体环境下构建移动阅读软件品牌的具体路径,以及形成启示与思考。
Under the background of the rapid growth of the emerging media represented by the Internet, the form of book reading is undergoing rapid replacement. Mobile reading software has experienced from emergence, rapid growth, and stability to high-quality development today;relying on digital platforms, readers using mobile reading software is showing the situation of being able to compete with traditional reading methods. With the emergence of new media on the stage of history, the market share of traditional media has been impacted, the competition between publishing and media industry for market share has become increasingly fierce, and mobile reading software is no longer just around the art perception, price promotion and other aspects of rigid competition, on the contrary, on the basis of grasping effective information. Strengthening the product brand and spreading it widely has become the core point for the competition of mobile reading software. WeChat Reading APP, which is derived from WeChat, has produced a large number of hot topics and products in the past few years since its launch, which provides a considerable basis for the construction of its brand image. This paper chooses WeChat Reading APP as the research object, starts with the importance of building mobile reading software brand, analyzes the specific path of building mobile reading software brand in the new media environment, and forms enlightenment and thinking.
出处
《新闻传播科学》
2023年第4期925-931,共7页
Journalism and Communications
