Research On The Dissemination Strategy Of Domestic Aggregate News Clients In The Era Of Social Reading

With the development of technology and Internet,mobile phone has become the major network terminal in China.The mass reading media,reading habits and reading methods have also undergone fundamental changes,In that case,Under this trend,great changes have taken place in the news media industry.The era of socialized reading,characterized by globalization,convenience and extensiveness,is approaching.Social reading is constantly promoting the acceleration of the process of news reading,the transformation of media content production and the birth of new product forms.There are a number of news aggregation client products based on algorithm technology and data analysis.Its rich content,precise delivery,personalized recommendation and other advantages meet the needs of modern people to quickly hunt for information,save users’time and economic costs,and then quickly occupy the mobile terminal information market.This paper takes the aggregation news client as the research object,and the typical aggregation news application"ZAKER"as an example,using the SWOT analyzing mode to analyze the communication environment and market positioning of ZAKER.Through research,it is found that ZAKER has differentiated competitive advantages in content,product design,interactive experience and other aspects.In particular,the operation mode of"social + information"conforms to users’reading habits and social needs,and forms a unique positioning in users’minds,so as to maintain a high degree of user stickiness.On this basis,the researcher made a systematic analysis of the communication characteristics and strategies of ZAKER and found its spread from the following five different dimensions to build their own development key points:Select the content carefully and build a huge resource base of’’authoritative media"+"we-media";Create the UI design of"magazine layout"+"simplified function";In terms of functions,it creates an interactive experience of"social sharing"+"personalized community"for users;Provide users with"scene reading"＋"regional media community" of human services;Form"e-commerce thinking" +"020 landing project"+"cross-border cooperation"marketing mode.From now on,as the acceleration of urbanization,the number of middle-class is rising drastically.The new class are reshaping our country from economy to social awareness,especially for aggregated news client,a chance to development themselves.The researcher refer to the development model of the foreign aggregation news platform and combine with the current shortcomings of ZAKER.The researcher proposes a new method for the future development of domestic aggregate news client:To the user as the center,improve the user experience;To enrich and deepen content,accelerate content upgrading;Should expand multivariate cooperation with all circles;Finally,media enterprises should establish good brand awareness.And all institutions should respond the claim of"Thirteenth Five-Year Plan for the Development of Press,Publication,Radio,Film and Television"from the State Administration of Press,Publication,Radio,Film and Television to stand in the new generation.