手机阅读内容定制化模式研究

With the diversified development of the mobile internet and the mobile-phone application, the reading demand of mobile reading users is also become more and more diversified, and it makes the business model of digital culture industry which represented by mobile reading more diversified. This study use the Marketing Theory of 4P and 4C, Diversified Competition Strategy and the Long Tail Theory as a reference, analysis the trend of content customization in the area of mobile reading, summarize and put forward the business model and marketing model of this area, then put forward the marketing strategy about content customization of mobile reading area. This study reaffirm the importance of content, then draws out that the whole digital culture industry will enter into the tide of content customization.