产业链视角下国内移动应用（App）广告发展研究

发布时间：2018-05-27 03:30

本文选题：产业链 + 移动应用(App)广告　；参考：《暨南大学》2015年硕士论文

【摘要】：中国移动互联网发展至2015年,移动网民的数量已超过7亿,互联网广告从PC端发展到移动端,业务和技术形态不仅仅是在被延伸,且正逐渐形成着专属于移动端广告自身的特性,在一片兴盛的形势下,移动应用(App)广告逐渐取代了传统的移动广告模式(短/彩信广告、WAP广告),成为了移动端主要的广告模式和营销手段。同时,作为快速发展的广告形态,目前尚处于产业链培育阶段,发展过程中不可避免的出现了很多问题,影响了我国移动应用广告的健康发展,在这样的背景下,探究建构合理的移动应用广告产业链,显得很有必要。本文以产业链作为切入视角,首先全面介绍了移动应用广告这一新兴的广告形式,归纳了其广告类型、售卖方式、定价策略以及计费模式;其次,文章对移动应用广告的产业链进行了分析,界定了移动应用广告产业链的内涵,归纳了产业链相关环节的构成要素,并进一步分析了产业链的形成机制;文章重点分析了目前国内移动应用广告产业链存在的主要问题:广告主结构单一,平台结构发展不成熟,广告投放机制不完善,广告类型不够丰富,相关行业标准、政策法规缺失等。并提出了我国移动应用广告产业链的优化策略:产业链延伸应着重中间环节的增加,产业链整合应该以互联网巨头和移动广告网络为核心,产业链提升应丰富广告类型、提高广告投放水平和强化效果评估机制,产业链调控应加快完善相关行业标准。
[Abstract]:With the development of China Mobile Internet by 2015, the number of mobile Internet users has exceeded 700 million. Internet advertising has developed from PC to mobile, and business and technology forms are not only being extended. And is gradually forming the characteristics of mobile advertising itself, in a prosperous situation, The mobile app App-advertising has gradually replaced the traditional mobile advertising mode (short / MMS ads / WAP ads) and has become the main advertising mode and marketing method on the mobile side. At the same time, as a rapidly developing advertising form, it is still in the stage of industry chain cultivation, and many problems inevitably appear in the process of development, which has affected the healthy development of mobile application advertising in China. Under such a background, It is necessary to explore and construct a reasonable advertising industry chain for mobile applications. From the angle of view of industry chain, this paper firstly introduces the new advertising form of mobile application advertising, summarizes its advertising type, sale mode, pricing strategy and billing mode. This paper analyzes the industry chain of mobile application advertisement, defines the connotation of mobile application advertising industry chain, induces the constituent elements of relevant links of industry chain, and further analyzes the forming mechanism of industry chain. This paper focuses on the analysis of the main problems existing in the industry chain of mobile application advertising in China at present: the single structure of advertisers, the immature structure of platform, the imperfect mechanism of advertising, the lack of rich advertising types, and the relevant industry standards. Lack of policies and regulations, etc. It also puts forward the optimization strategy of China's mobile application advertising industry chain: the extension of industry chain should focus on the increase of intermediate link, the integration of industry chain should take the Internet giant and mobile advertising network as the core, and the upgrading of industry chain should enrich the advertising types. To improve the level of advertising and strengthen the mechanism of effect evaluation, the regulation of industrial chain should speed up the improvement of relevant industry standards.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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