AD移动广告公司运营策略优化研究

发布时间：2018-03-07 22:01

本文选题：移动广告平台　切入点：运营策略　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动广告行业伴随着移动互联网的发展,竞争越来越激烈。AD公司在运营策略上没有及时根据竞争对手、市场变化做出调整,内部运营管理不完善,导致行业排位下滑。为了帮助AD公司走出困境,重新取得竞争优势,本文从外部环境、内部环境、竞争对手、运营策略等方面,利用波特五力模型、SWOT模型和自建数据模型,对AD公司运营状况进行分析,给AD公司提出运营策略上的指导意见。根据综合分析,AD公司在应对竞争对手和市场变化上,不能准确定位自身的问题,没有看清行业发展的方向,同时自身缺少整体战略思维,在内部运营管理上也存在缺陷,导致在与竞争对手的对抗中处在劣势。在这种情况下,AD公司必须要通过研究竞争对手的策略,认识到自身的技术优势,扬长避短,建立以技术为核心的战略目标,逐步的扭转不利局势。同时AD公司要通过加强企业人力资源管理制度、建立完善的绩效考核制度,优化运营流程,激发运营人员的主观能动性和创造力,打造适合企业发展的公司文化。既要在广告主策略上平衡对品牌广告主和效果广告主的投入,既可以在实现流量变现的同时,兼顾未来品牌广告主的拓展。又要在媒体方面利用好数据模型,保证优质开发者的收入,同时兼顾APP长尾流量的利用,保证流量变现的最大化,并保证业内品牌影响力的持续提高。要以数据化运营策略为核心,善于使用数据分析模型,建立自动化分析体系,增强公司的核心竞争力,实现公司最终的战略目标。
[Abstract]:Mobile advertising industry with the development of mobile Internet, the competition is becoming more and more fierce. Ad company in the operation strategy is not timely according to competitors, market changes to make adjustments, internal operation management is not perfect, In order to help AD to get out of the predicament and regain its competitive advantage, this paper makes use of Porter's five-force model in SWOT model and self-built data model from the aspects of external environment, internal environment, competitors, operation strategy, etc. Based on the comprehensive analysis of the AD company's operation strategy, it can not accurately locate its own problems and fail to see clearly the direction of the industry development in response to the competitors and market changes. At the same time, it lacks overall strategic thinking and has defects in internal operation management, resulting in a disadvantage in the confrontation with its competitors. In this case, AD must study the strategy of its competitors. Recognizing its technological advantages, building on its strong points and circumventing its weaknesses, establishing a strategic goal with technology as the core, and gradually reversing the adverse situation. At the same time, AD Company should establish a perfect performance appraisal system by strengthening the human resources management system of the enterprise, To optimize the operation process, stimulate the subjective initiative and creativity of the operators, and create a corporate culture suitable for the development of the enterprise, it is necessary to balance the investment in the advertisers of brand and effect advertisers in the strategy of advertisers. It can not only realize the flow realization, but also give consideration to the expansion of the future brand advertisers. At the same time, we should make good use of the data model in the media to ensure the income of the high quality developers, and at the same time, we can take into account the use of the long tail flow of APP, and ensure the maximization of the traffic realization. We should take the data operation strategy as the core, be good at using the data analysis model, set up the automatic analysis system, strengthen the core competitiveness of the company, and realize the company's ultimate strategic goal.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】