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近年来,随着移动互联网和智能手机的普及,网民对于手机这一第五媒体的使用越来越频繁。其中手机阅读的发展非常之迅猛,已经成为数字出版领域发展最快的领域之一。但由于手机阅读的经营模式不成熟,其产业链上的各个环节各自为阵,阻碍了手机阅读的进一步发展和用户体验的升级。本文从手机阅读的定义出发,分析了用户的手机阅读行为,并从横向和纵向两个方面构建了手机阅读的运营模式。
In recent years, with the popularization of mobile Internet and smartphones, Internet users have become more and more frequent with the fifth medium of mobile phones. One of the fastest growing mobile reading has become one of the fastest growing areas of digital publishing. However, as the operating mode of mobile phone reading is immature, all links in the industrial chain are in their own way, which hinders the further development of mobile phone reading and the upgrade of user experience. Based on the definition of mobile phone reading, this paper analyzes the mobile phone reading behavior of users and constructs the operating mode of mobile phone reading from both the horizontal and vertical directions.