Multiple Form And Multi-channel Marketing Study On Mobile Magazine APP

The rapid development of Internet technology and the main body market share gained by smart big screen phone lead to great changes in the people’s reading habits.Mobile phone reading market has led to the rise of many reading APP came into being,mobile magazine APP with its rich multimedia form and exquisite simple content make it’s able to adapt to entertainment and fragmented shallow reading mode among them,But also it bring new development opportunities for the traditional magazine media.The mobile phone magazine APP evolved to preempt the market position constantly,it has developed rapidly in a few years,at the same time,Its shape presents a diversified trend.This article did a simple combing on the mobile magazine APP from birth to the present development process.In addition,I take the content as the dividing point to make a meticulous distinction on the existing types of APP on the market by using quantitative analysis,qualitative analysis,comparative research and so on.Apart from this,I selected representative success cases for comparative analysis.At the same time,based on the principle of 4I in network integrated marketing theory,I summarize the mobile magazine APP branding and multi-channel marketing tools under the new media social reading environment.This paper is divided into five parts: In the first chapter,I put the development of mobile phone magazine is divided into three stages: “birth”,“development” and “integration”.At first,it exists in the form of mail and MMS push.Later,the paper magazine was hit by the digital age and began to transition.After that,it was made into an APP which has influenced brand.Up to now,it develops into functional and social APP.In the second chapter,I explained the concept of mobile magazine APP on the basis of the brand expanded traditional paper magazine.I selected “KONO”,“triple life weekly”,“China National Geographic” as a typical case,and expounded the original type mobile phones magazine and essence collection magazine respectively.In the third chapter,I divided the mobile magazine into a collection of brand magazines and a collection of original web content and select three cases named "VIVA Chang read","iWeekly","Flipboard" to explore by using contrast method.In the fourth chapter,I explained the original type mobile magazine APP which has the best momentum of development and the most promising prospect,subdivided the categories to content,function,social networking and analyzed the three cases named “ONE ”,“Interphoto impression”,“ME” to provide reference for the future development of mobile magazines APP.In the fifth chapter,based on the principle of 4I of network integrated marketing,I analyzed the multi-form mobile phone magazines’ means of brand building and the strategy of promotion in the context of new media from “Interesting”,“Interests”,“Interaction”,“Individuality” four aspects.On the basis of this research,I tried to put forward some suggestions on the development of China’s mobile magazine market.It has a certain guiding significance of research on the theme of China’s mobile magazine,especially in brand marketing.It also can improve the theoretical system of mobile magazines,and finally promote the development of China’s mobile magazine healthy and steady.