SOLOMO模式下的移动应用广告传播探析

发布时间：2018-04-21 13:09

本文选题：移动应用广告 + SQLOMO　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着智能手机和移动设备的大规模流行,4G网络的技术的普及开发,移动应用的大规模上线和下载,移动应用的SOLOMO发展模式越发受到行业认可。所谓SOLOMO模式是指,以移动设备、LBS技术和社交网络为基础,通过云服务收集信息,以国际化的发展理念为先导,实现线上到线下,虚拟到现实的资源整合互动营销。作为移动应用最主要的盈利方式之一,近年来,移动应用广告市场以其迅猛的发展形势受到广告主的瞩目,已经形成了较为完善的产业链环节。但是就其传播现状来说,面临着广告形式单一、行业竞争激烈、精准投放缺失、互动转化率低、效果监测困难等一系列困境,这严重干扰了移动应用广告的未来发展空间,同时亦削弱了广告主对其进行长期大规模投入的信心。因此,本文以拉斯韦尔的传播5w模式,分析移动应用广告的传播现状,总结在SOLOMO模式的大背景下,我国移动应用广告市场的传播概况,分析我国移动应用广告市场传播困境的产生原因,并在综合前人研究成果的基础上,对其未来发展方向和现有困境提出了丰富广告形式,打造差异化特色；实现行业合作,消除技术化瓶颈；精准投放,挖掘深度化数据；建立规范,完善监测化体系；增强互动,提升变现化效率的五大主要对策,希望文中所提及的内容可以为我国移动应用广告的未来发展提供借鉴思路。
[Abstract]:With the popularization and development of the technology of 4G network of smart phones and mobile devices, the large-scale launch and download of mobile applications, the SOLOMO development model of mobile applications is more and more recognized by the industry. The so-called SOLOMO mode refers to the interactive marketing of resources integration from online to offline and virtual to reality based on mobile devices and social networks collecting information through cloud services and taking the international development concept as the forerunner. As one of the most important profit ways of mobile application, in recent years, the advertising market of mobile application has been attracting the attention of advertisers for its rapid development, and has formed a relatively perfect industry chain. However, in terms of its communication status, it faces a series of difficulties, such as single advertising form, fierce competition in the industry, lack of precision delivery, low conversion rate of interaction, difficulty in monitoring the effect, and so on, which seriously interferes with the future development space of mobile application advertising. It also weakens advertisers' confidence in their long-term investment. Therefore, this paper analyzes the current situation of mobile application advertising, and summarizes the general situation of mobile application advertising market in China under the background of SOLOMO mode. This paper analyzes the causes of the communication dilemma in China's mobile application advertising market, and on the basis of synthesizing the previous research results, puts forward rich advertising forms for its future development direction and existing difficulties, creating differentiated features, and realizing industry cooperation. Eliminate the bottleneck of technology; accurately put in, mine the depth of data; establish the standard, perfect the monitoring system; enhance the interaction, improve the efficiency of the five major countermeasures, It is hoped that the content mentioned in this paper can provide reference ideas for the future development of mobile application advertising in China.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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