移动互联网对人们生活的高度渗透,使得用户基于移动端的行为愈发活跃,各种商业及社交活动均延伸至此,产生了庞大的数据内容,数据分析并被广泛应用。文章对基于移动端的数字杂志第三方平台的数据运营现状进行梳理,指出当前第三方平台在数据运营层面的困境,概括第三方平台应具备的数据运营能力并提出相应的运营策略。 The high penetration of mobile Internet into people’s lives has led to more and more mobile-based users’ activities. Various business and social activities have been extended to this point, resulting in huge data content and data analysis and are widely used. This paper reviews the current situation of data operation of the third party platform based on mobile digital magazine and points out the dilemma of the current third party platform at the data operation level and summarizes the data operation capability of the third party platform and proposes the corresponding operation strategy.