Research On The Business Model Of Chengguang Interactive Reading Company

The rapid development of electronic devices and the Internet has changed people’s reading habits and enriched people’s reading choices.Interactive reading is different from traditional online novels,it is a new form of reading.In addition to seeing the text,music,vertical drawing,picture,etc.are added through production tools,and different options are set by the author,so that readers can decide the direction of the plot by themselves.Although the interactive reading platform has a relatively complete business model since its development,it is often ignored by researchers because there are relatively few enterprises and the reading form is between novels and games.Chengguang,fully known as Beijing LIUQU Network Technology Co.,Ltd.,was founded in 2012.It is a leading interactive reading platform in China and the pioneer of online interactive reading experience mode.Based on the nine elements of business model,taking Chengguang interactive reading company as an example,this paper discusses its business model,constructs a business model canvas,and analyzes the innovation and success of the enterprise.The research found that the production tool independently developed by Chengguang provides a high-quality and convenient creative way for the author,and its innovative reading method also provides users with novel reading experience.At the same time,the first mover advantage of the platform has accumulated a large number of original works for Chengguang.The PEST model and Porter’s five forces model are used to analyze the macro environment and industry environment of Chengguang,and a questionnaire is designed and distributed to two different groups of readers and authors.Explore the problems and causes of Chengguang in the development process,and put forward corresponding optimization schemes for each problem in combination with SWOT analysis.The results show that the neglect of user experience,the immature recommendation mechanism,the high threshold and high cost of production,and the gradual assimilation of work content are still the factors restricting the development of Chengguang.It is suggested that Chengguang adhere to the value proposition of creating more high-quality works,on the one hand,reduce the creation difficulty of new authors,improve the welfare treatment of old authors,improve the evaluation and reward mechanism,and guide the diversification of work types;On the other hand,pay attention to the user experience,change the comment area back to the original version according to the user’s demands,and follow up the handling opinions to improve user satisfaction.In terms of income sources,Chengguang can consider improving the paid reading method,prolonging the investment time of works,and expanding the use of flowers.In addition,it is also necessary to further optimize the website and clients,examine their own recommendation mechanism,and reasonably allocate resources.Through the research on the business model of Chengguang interactive reading company,this paper puts forward improvement ideas,which has certain feasibility,hoping to solve the existing problems of Chengguang and provide reference for the development of more interactive reading companies.