移动阅读产业盈利模式解读

An Interpretation of the Profit Model of Mobile Reading Industry

伴随移动阅读产业的崛起,如何创新产业盈利模式已成为行业热点话题。文章从广告增量逻辑、流量变现逻辑、意识"推墙"逻辑三个维度,结合微信和今日头条等平台的产业案例,全面解读移动阅读盈利模式的拓展空间。遵循广告增量逻辑,构建"广告+"的多形态新价值链是一条现实途径,其模式包括广告+会员付费、广告+增值业务付费、广告+第三方APP链接平台付费、广告+O2O付费、广告+软文付费等多种方式。在流量变现逻辑上,通过流量导入实现商业套现具有现实意义,既可借助广点通平台实现流量变现,也可孵化自媒体微电商生态圈。在意识"推墙"逻辑上,可集合社会意识创设阅读游戏化理念,包括自愿付费模式和建立互动性品牌构建器。

With the rise of mobile reading industry, how to innovate the industry's profit model has become a hot topic. This research comprehensively interprets the expanding space of mobile reading profit model based on the industrial cases of Wechat and Today's Headlines from three dimensions: advertising incremental logic, the logic of cashing in on the Internet traffic and consciously "pushing the wall" logic. The incremental logic of advertising is a realistic way to construct a multi-format new value chain of "advertising+n, which includes advertising plus member payment, advertising plus value-added service payment, advertising plus third-party APP link platform payment, advertising plus O2O payment, advertising plus soft text payment and so on. In terms of cashing in on the Internet traffic, it is of practical significance to realize commercial cash flow through the introduction of traffic flow. It can cash in on the Internet traffic by means of Wide Point platform, and also can incubate the media micro-e-commerce ecosphere. The logic of consciously "pushing the wall" can help to create the concept of reading as playing games by arousing social consciousness which will contribute to the construction of voluntary payment model and interactive brand builder.