Market Operating Current Situation And Strategy Of Aggregate Class Mobile News Apps

The Internet penetration rates have actually increased since the 21 st century. With the telecommunication network, broadcast network and the Internet merging in one, the path people get information had been changed dramatically. As news apps can provide information anywhere anytime, it become more and more popular among mobile phone users. Lots of mobile news apps have already started to seize the domestic market. As a result of many mobile news apps, the homogeneity of the products is serious, and the market competition is fierce. A good personalized recommendation system can mean the difference between a successful and a failed website. So, based on the product customization,the aggregate class mobile news apps comes into being.The TouTiao app as a aggregate class mobile news app, since it is based on an item that user’s clicked recently, and user’s location or interest. Recommendations include not only the current news, but also the information of music, movies, games, shopping and so on. In September 2015, the TouTiao app, with a score as high as 8.47, took the top spot on the daily start time of per user of mobile news apps.The study take the TouTiao app as research subject, comprehensively use literature analysis, comparative and so on, systematically analyze and explore the characteristics of the TouTiao app to save the experiences as reference in the development of mobile news apps of China.This study is composed of four parts. At the beginning, there is the introduction, including research background and theoretical foundation. The first part in this paper, there is the introduction about mobile news apps, that described development history and development condition about mobile news apps,and describes the background of the product customization,based on the consumer structure, behavior habit and mental habit of users. The next part describes case study of the TouTiao app, including development history, content construction and feature, especially its describes innovative points of the TouTiao app, including marketing channel, user management and market operation. The third part describes the disadvantage of the TouTiao app. The fourth part describes operation strategy about app in the future, the mobile news apps of China could draw inspiration from this study. Lastly, there is summary of above.