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伴随着“互联网+”行动计划的实施,使用移动互联网的用户规模持续扩大,从而推动了移动终端各类应用的创新与发展,移动电子杂志市场蓄势待发。电子杂志《ONE·一个》顺势而来,取得了有目共睹的傲人成绩。本文以此电子杂志为例,纵观其产生背景,从品牌战略、产品内容、发行渠道和广告设置四个方面切入,探析其经营模式,进而着眼于在新型运营模式下出版产业链的新变化。
With the implementation of the “Internet +” plan of action, the number of users using the mobile Internet has continued to expand, thus promoting the innovation and development of various types of applications for mobile terminals. The market for mobile electronic magazines is gaining momentum. E-magazine “ONE · One” comes home and has achieved impressive results. Taking this e-magazine as an example, this essay analyzes the background of the e-zine, and explores its business model from four aspects of brand strategy, product content, distribution channels and advertising setup, and then focuses on the new changes in the publishing industry chain under the new mode of operation .