民族地区手机报的优势与困境及发展策略

ADVANTAGES,DILEMMA AND DEVLOPING STRATEGIES OF MOBILE NEWSPAPER IN ETHNIC AREAS

手机报作为传统媒体与新媒体融合互通演化而成的一种新兴传媒,有效地弥补了传统媒体某些先天性缺失,尤其在地理环境较差的民族地区,它具有传播快捷、方便,不受山区地理环境的制约等优势。但经过几年的市场实践发现,手机报发行量少,市场不热,前景与困境不言自喻。为使民族地区手机报更好地体现传播效能,必须不断改进经营策略:淡化商业性、增强事业性,增加内容信息量,采取小众化经营策略,培育市场,创新传播技术和功能等,这样才能使得手机报在民族地区的信息传播中凸显优势,为更多的干部群众认可并接受。

As a newly developing media evolved from the mixture of traditional media and new media, mobile newspaper,taking its special advantages on convenience and efficiencies,effectively offsets some original deficiencies of traditional media,especially in those ethnic areas with relatively worse geographic conditions. It shows up its advantages on efficiencies,convenience,and unfettered conditions from the restrictions of mountainous geographic environment during the process of spreading. However,judging from the low circulation rate and unenthusiastic welcome in market,its dilemma is obvious. Through several years’market practices,the prospects and difficulties of mobile newspaper could be seen easily. If the mobile newspaper in ethnic areas is wished to effectively reflect its spreading function,we must continuously improve its running strategy,lessen its commercial nature,strengthen its professional nature,increase the contents of information,take small-group running strategy,cultivate market,innovate spreading techniques and function,offset its original deficiencies etc. Only by the ways mentioned above can it show up its advantages on spreading information in ethnic areas and be recognized and accepted by more cadres and the public.