Probe Into The Commercial Mode Of Mobile Novels Based On Games Analysis Of Industry Chain

In the era of smart phones becoming more popular and4G networks developing rapidly, phone novel publishing has become a sunrise industry, but its rapid growth will inevitably encounter many problems. The problems include digital publishing technology problem, digital publishing copyright problem, publishing industry chain integration problems, etc., but one of the most prominent problems is that it not has mature and stable business model. Because only establishing mature business model can it attracts content providers and publishers to increase the scale of investment and venture into phone novel publishing, once enough enterprises in the publishing industry chain enter into the phone novel publishing industry, a huge industrial scale will be formed. However, through the carding of academic research on digital publishing business model, we can find that most researches lay aside chain issues and vaguely study the digital publishing business model in direct, the business model summary of these researches are lack of orderliness, and the induction lacks standard, each research is armed with a word and they are lack of uniform. Also in the study of digital publishing business model, the researches that real go deep into the game relations between the core elements of the business model are few. Many studies simply describe business model as "HW mode","kindle model" and "Apple model" while ignoring the decisive influence of the game relations between the parties in the business model on the formation of the business model, therefore, this paper will make an in-depth analysis of the incomplete information game relationship between the main conflict parties namely content providers and mobile operators in the phone novel publishing industry chain, the analysis will be based on the analysis of the relationship between the various parties involved in the publishing industry chain under the phone novel publishing environment, through the analysis, the paper will identify the root causes of conflict for the unequal benefits distribution between the two parties. The paper will combine the related cases of China mobile phone novels reading base and the common digital publishing model to analyze the existence of unequal distribution between participants in China’s mobile phone novel publishing business model, to analyze the problems of content innovation is not enough and the standards are different in digital publishing industry, then the paper will propose four new models of phone novel publishing after exploring the feasibility of new business model of phone novel publishing on the basis of combing Japan, Europe and the United States’ successful experience in phone novel publishing and the success stories in the domestic field of digital publishing. The four new models include the third-party platform construction mode, expanding the industrial chain to test all-media publishing, establishing perfect brokerage agent mode in phone novel publishing, and developing public raising mode in phone novel publishing.