移动阅读类APP发展策略探析--以网易蜗牛读书为例

The Research on the Development Strategy of Mobile Reading APP—A Case Study of Net Ease Snail Reading

移动互联网时代,移动阅读市场规模不断上涨,移动阅读逐渐成为主流阅读方式之一,与此同时,移动阅读用户却往往面临一些阅读困境。文章以网易蜗牛读书为分析对象,阐释了其上线后创新的"社群化阅读""习惯化阅读""场景化阅读""深度化阅读"和"专注化阅读"发展模式,对其他移动阅读类APP提出了发展策略,以更好地推动移动阅读产业的发展。

In the era of mobile Internet,the scale of mobile reading market is rising,and mobile reading has gradually become one of the mainstream reading way,while mobile readers often face some reading difficulties. Taking the NetEase snail reading as the analysis object,the article explains the development models of "community reading", "customary reading","situational reading", "deep reading"and "focused reading",and puts forward the development strategies for others,in order to provide reference for the development of mobile reading industry.