智能手机广告现存问题分析及发展建议

发布时间：2018-03-24 00:26

本文选题：智能手机广告　切入点：移动广告　出处：《辽宁大学》2013年硕士论文

【摘要】：随着科技的发展，智能手机逐步成为手机市场的新生力量，逐渐扩大在手机市场中的比重。智能手机因其自身的特点，有望成为继传统媒体、互联网媒体之后的又一大广告媒体。手机原本是通讯工具，现在的智能手机不仅支持通讯功能更是集合上网、娱乐等多项智能功能于一身。甚至可以比肩个人电脑提供的功能。正因为如此，智能手机成为广告的优质载体，广告价值日益明显。在对待智能手机广告的观点上，有些人将其视为未挖掘的金矿，而有人对智能手机广告市场的未来持怀疑态度。就现在智能手机广告的现状来看，喜忧参半。一方面，智能手机广告的优越性已经逐渐显露，广告主对于智能手机广告呈认可态度，许多传统广告业的巨头纷纷涉足智能手机广告领域，一些掌握雄厚资本的公司也希望在智能手机广告中开拓自己的新领域。另一方面，由于智能手机广告属于新兴的广告形式，准入门槛低，法制建设尚未健全以至于在行业中出现鱼龙混杂的情况，广告质量良莠不齐。现今，智能手机广告的表现形式虽然多样，但是由于受到屏幕和网络等因素限制，信息含量较低。由于一些不良用意的第三方应用程序的恶意行为影响，用户对于手机中出现的广告呈现抗拒的态度。本文就智能手机广告发展的现状和现阶段出现的问题进行描述，并且分析造成智能手机广告发展问题的各种原因。本文共分为六部分，绪论部分是对于背景和现状的阐述。第一章论述智能手机广告定义、特点，此领域内的广告模式、平台种类、收费模式等。另外介绍了美国与日本在这一领域的发展情况。第二章叙述现阶段智能手机广告发展中存在的问题，如：无效点击、接受成本高、用户反感等问题。第三章，对于发展中出现的问题进行分析，，主要分析产业链、手机系统缺陷等。第四章是对智能手机广告发展所提出的建议。第五章对智能手机广告领域进行前景展望。
[Abstract]:With the development of science and technology, the smartphone has gradually become a new force in the mobile phone market and gradually expanded its proportion in the mobile phone market. Because of its own characteristics, the smartphone is expected to become a successor to the traditional media. After the Internet media, another major advertising media. The mobile phone was originally a communication tool, now the smartphone not only supports the communication function, but also aggregates the Internet. Entertainment and many other smart functions. Can even be compared with the capabilities provided by personal computers. Because of this, smartphones have become a high-quality carrier of advertising, the value of advertising is increasingly obvious. Some see it as an untapped gold mine, while others are sceptical about the future of the smartphone advertising market. Advertisers have embraced smartphone advertising, with many traditional advertising giants dabbling in smartphone advertising, and companies with strong capital looking to open up new areas in smartphone advertising. As smartphone advertising is a new form of advertising, the barriers to entry are low, the legal system is not yet sound, and there is a mixed mix in the industry. The quality of advertising is mixed. Nowadays, the forms of smartphone advertising are diverse. However, due to screen and network constraints, the content of information is low. Due to malicious behavior of some ill-intentioned third-party applications, users are resistant to advertisements appearing on their mobile phones. This paper describes the current situation and problems in the development of smartphone advertising, and analyzes the causes of the problems in the development of smartphone advertising. This paper is divided into six parts. The first chapter discusses the definition, characteristics, advertising models and platform types of smartphone advertising. In addition, it introduces the development of the United States and Japan in this field. Chapter two describes the problems existing in the development of smartphone advertising at the present stage, such as invalid clicks, high acceptance costs, users' aversion, and so on. This paper analyzes the problems in the development, mainly analyzes the industrial chain, mobile phone system defects, etc. The fourth chapter is the development of smart phone advertising recommendations. Chapter 5 prospects for the field of smart phone advertising.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;F416.6

【参考文献】