Research On Mobile Reading Platform Based On Scene Theory

The rise and development of China's mobile Internet has cultivated the habit of mass mobile Internet access,and mobile reading is an important part of mobile users' online behavior.CNNIC 43nd Statistical Report on Internet Development in China shows that in 2018,the number of literary users of China's mobile Internet network ranked ninth in the ranking of mobile Internet users by 432 million,which is 14.4%higher than the number of mobile readers in 2017.The 2018 China Mobile Internet Annual Report released by Quest Mobile shows that in the use of mobile platforms,the digital reading platform ranks 7th in the ranking of'"China Mobile Internet Hot Industry Total Usage Duration",with mobile shopping.The ratio is basically the same.It can be seen from these data that the mobile reading behavior of mobile Internet users in China is relatively active.Consistent with the trend of users'activity,the scale and volume of China's mobile reading market has been keeping growing in recent years.Analysis on the Reading Promotion Status Quo in China(2018)released by Analysys International shows that the scale of China's mobile reading market has increased from 6.253 billion yuan in 2013 to 19.653 billion yuan in 2018,with an average annual increase of more than 26%,which represents considerable growing rates and scales.In this context,various and numerous mobile reading platforms are emerging including such products of Internet giants like Tencent and Alibaba as QQ Reading,Shuqi Novel,WeChat Reading,and products of independent companies,such as Migu Reading and Panda Reading.However,a large number of mobile reading platforms have obvious problems,i.e.compared with other types of platforms,insufficient innovation,serious homogenization,the lower degree of attention from public,and research from academic community inconsistent with the large market size have largely hindered the further innovation and development of mobile reading platforms.In recent years,however,there are several products in the field of mobile reading that have made great breakthroughs in functionality and innovation,which are of great value in both theoretical and practical researches.This paper takes the scene theory as the perspective of mobile reading platform,combined with the theoretical research outcomes of Merovitz,Robert Scober and others,using research methods such as comparative analysis,in-depth interview,participation observation and case analysis to further study the"scenario trend"of the mobile reading platform in the Internet era.It compares several platforms with large user volume and scale,and uses the WeChat Reading app,which is of excellent scene simulation ability,user demand satisfaction ability and innovation ability,as a research sample to analyze its scene construction elements in detail.At the same time,combined with the theoretical logic of "new media creates new scenes,then new scenes promote new behaviors",it analyzes the new scenes created by the mobile reading platform,the new behaviors of users in the scenes,and the role of user behaviors in media.Through the study of the scenario-oriented mobile reading platform,this paper attempts to summarize the scenario oriented fitting adaptive paths and prioritization scheme that could be applied into mobile reading apps in the Internet era.