| The mobile Internet era, new media represented by mobile news client’s rapid development, is impacting the existed media market structure. Looking from the medium market competition performance, mobile news clients opened by traditional news media on downloads, user evaluation and advertising investment are lagging behind the mobile client run by internet enterprise which has no news editorial rights. Especially four major portals internet information services unit, its news web site hits, the coverage are over the traditional news websites. After four major portals extend mobile news client market, on the one hand quickly seized the new media market, occupied more than half of the whole mobile news client market share, formed powerful effect; on the other hand, the four major portals internal developments are not balanced. Internet information service media rather than traditional media, why shows a stronger growth capacity, the development trend of its development strategy, market behaviors are worthy of reference for the traditional medium, their successful experience and the developing process of solving the problem, for the whole industry and the revelation to the development of new media is also worth studying on.This study was based on market-related theory of industrial organization, from the perspective of industrial economics, using four portals’ mobile news clients as the main research object, applied case analysis, combining dynamic static comparative economic analysis methods etc. Starting with China’s domestic mobile news client market structure, it focused on the relationship between four major portals’ mobile news clients markets’ behaviors and markets’ performance concerned on four portal mobile news clients’ marketing strategies, such as organizing the integration, in order to expand the news sources and reduce costs; adopting different column settings, diverse coverage means of competitive strategy;improving the advertising issue, to ensure the effective reach of advertisement, building a third-party platform for advertising by monitoring technology innovation and so on. Through visual indicators of economic profitability, earnings cycle, users compete, market influence and other indirect indicators, to measure the comprehensive market performance, attributed that the convergence of media, content sharing would help reduce costs and improve market performance; and through technical means to tap the potential users, if it focused on innovative ways without maintaining user content, will lead to customer loss, low activity, with the decline in advertising market potential.Domestic mobile phone news client market still in the progress of market cultivation, the market order is not perfect, some mobile news clients had poor economic performance. Mobile news client is the emerging media, we need view its performance in a developing perspective, we cannot ignore its stage of development; the clients developing users cannot blind investment,through combination of technical strategy and content strategy,maintain market,in scientific development, can we truly achieve the goal of resource optimization,and get the maximum efficiency. |
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