Xia Ming Science and Technology Research 2002117 Abstract: This paper takes the operation status of Tomato Fiction APP as the breakthrough point, and analyzes it from six aspects: user analysis, theme type, work source, function setting, reading mode and profit source. In addition, it also analyzes the problems existing in the tomato novel APP, and puts forward some promotion strategies, such as strengthening the content review of works, supporting high-quality content, controlling the frequency of advertising, accurately delivering users, increasing user welfare, and expanding promotion channels. Keywords: running status of tomato novel APP; Existing problems; Promotion strategy 1. Operation status of tomato novel APP Tomato novel is a free online reading APP launched by Beijing ByteDance Technology Co., Ltd., which was officially launched on 20 19 1 1, and supports Android and Apple systems. All the works in the main tomato novel APP can be read for free, which has attracted a large number of users to download and use since it was launched. QuestMobile data shows that in the free reading platform from June 5438 to February 2020, tomato novels topped the list with monthly data of 6 1.62 million, seven-cat novels ranked second with monthly data of 54.34 million, and the third was crazy reading novels with monthly data of 237 1 10,000. [1] (1) User analysis of tomato novel APP 1 User age According to the data of Baidu Index, during March of 20021year, the user age of Tomato Novel APP was mainly between 20-29 years old and 30-39 years old, accounting for 35.69% and 3 1 year respectively. The proportion is 15.72%, then 19 years old, accounting for 1 1.48%, and finally over 50 years old, accounting for 5.59%. It can be seen from this data that the users of tomato novels are mainly young people aged 20-39. 2. User Gender Baidu Index data shows that in March of 20021year, the number of male users of tomato novels was higher than that of female users, accounting for 54.3% of male users and 45.7% of female users. (2) Tomato Small _APP Profit Source 1. The main profit source of tomato novels is that users put advertisements in the reading process and get advertising share. The platform buys book resources for readers to read for free, but in the process of reading, it will put in a lot of advertisements, thus charging advertisers to get an advertising share, and then paying contracted writers through advertising share to buy copyright from copyright owners, forming a virtuous circle. 2. User's reward and VIP member's income. Writers who enable the user reward function will get gifts from users, and the platform will deduct 30% from the author's gift income as channel fees. In addition, the revenue gained by users from opening tomato VIP members is another profit source of tomato novel platform. 3. Benefiting from the copyright derivative of the web IP, many web IPS under the Tomato Novel have been developed into mini-skits. On 2021February 14, the mini-drama "Moment of the Stars" was officially released. This is the first time that Tomato Fiction has cooperated with short video broadcast platform and film producer * * * to explore a new mode of IP adaptation of mini-drama, and achieve a strong combination of text content, video content and broadcast channels. [2] Second, the problems existing in the tomato novel APP (1) The quality of the works is uneven. There are many Chinese and foreign masterpieces, poems, essays and other high-quality works for readers to read, but there are also some inferior works with vulgar content. There is a function in the tomato novel APP called "Book Shortage Square", where readers can initiate and participate in topic discussion, share and recommend works. However, the author clicked in and found that many posts in it were bad comments on the content of the work. (2) There are too many advertisements, some of which are of low quality. If you look at the user comments of the Tomato Novel APP in the software stores of Apple and Android phones, you will find that most negative and low-scoring comments are about advertisements. Many users report that there are too many advertisements, and it is not clear whether to watch advertisements or novels; Some users also report that many advertisements are of low quality, which affects the reading experience. Through the author's personal experience, it is found that in the process of reading tomato novels, a video advertisement will appear every four to eight pages, and some advertisements exaggerate the propaganda and induce users. (3) Single promotion channel At present, the promotion of tomato novel APP mainly relies on publishing short video advertisements on platforms such as Tik Tok and Watermelon Video, and the promotion channel is too single. On the other hand, the rival novel "Seven Cats" of tomato novels can be described as spending enough money on promotion. In addition to Tik Tok, WeChat friends circle, Baidu search, you can see the advertisements of Seven Cat novels. (4) There are too few user benefits. At present, the Tomato Novel APP provides only one kind of benefits to users, that is, collecting tomatoes to exchange avatars or cash, and the threshold for exchanging cash is very high. In this case, some users will turn to other reading apps with more generous benefits, resulting in the loss of users. Third, the promotion strategy of tomato novel APP (1) increases the content review of works and supports the review mechanism of high-quality tomato novels. First, pay attention to the quality of their works through the tomato novel APP, strengthen the examination of the contents of the works, and strictly examine and manage the contents of the works. We must resolutely resist the publication of vulgar works, and the authors who create vulgar works will be banned and never employed. In addition, we should increase the reward and support for high-quality works and encourage authors to create more high-quality works. (2) It is beyond reproach to control the frequency of advertising and accurately deliver advertisements to users as the main profit source of online literature free reading app. However, if it appears frequently in readers' reading process, it will seriously affect readers' reading experience. Tomato novel APP should control the frequency and duration of advertising, and accurately advertise according to readers' gender and reading hobbies. In addition, when the tomato novel APP is docked with advertisers, it is necessary to strictly review the advertising content and reject vulgar and interesting advertisements. (3) Expanding the promotion channels Tomato novels should learn from competitors' seven cat novels and expand the promotion channels of APP. In addition to placing advertisements on some video platforms, advertisements can also be placed on social platforms such as major search engines, friends circle and Weibo, as well as online dramas or variety shows, and the promotion methods are diversified. (4) Increase user welfare In order to retain users, tomato novels should increase user welfare to improve user stickiness. Referring to the user benefits of other reading apps on the market, WeChat Reading retains users by giving away free unlimited cards; Mi Gu's reading novels and Shu Qi's novels launched a daily lucky draw. The prizes of Mi Gu's novels include Mi Gu Reading Member, JD.COM Shopping Card, Mi Dou (which can be used to get product coupons and Mi Gu Reading Member's rights) and Apple mobile phone, while the prizes of Shu Qi's novels are gold coins (used to exchange cash), cash-filled red envelopes and Huawei mobile phones. Tomato novels can also retain users by giving away tomato members and launching daily sweepstakes. Four. Summary As a free online reading APP, tomato novel has its advantages, but there are also some problems that restrict its further development. Only by constantly outputting high-quality and healthy content and constantly improving and upgrading related functions can the tomato novel platform achieve long-term development. Reference [1] How important tomato novels are to ByteDance [EB/OL]. Gao Yingying. The first mini-play of tomato novel.