手机报广告发展现状及对策探析

发布时间：2018-02-21 11:13

本文关键词： 手机报广告 3G　出处：《华南理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：手机从通讯工具转向新的传播形式的过程中,迅速成为吸引人们眼球的新生媒体。在传统媒体应对新媒体挑战时,传统报纸牵手手机媒体,联合通信运营商,形成了新的新闻信息传播模式——手机报。手机报以其独特的传播方式,高效的发布方式以及较强的针对性等优势,吸引了业界人士的目光,其广告价值随之而来。而真正将手机报作为一种广告信息载体在学界还很少被人提及。当前手机报采用的技术模式有:第一种是短信,依靠第一代移动通信网络进行传输,其内容以文字为主;第二种是彩信,依靠GPRS和CDMA网络技术,表现的主要形式为图文结合或动漫。第三种是流媒体,其使用的技术为第三代移动通信网络(3G),该技术使手机报的视频清晰度更高,图片画质效果更好,表现形式更丰富。本文站在理性的角度,对我国手机报广告进行系统地分析。论文共分为五个章节进行阐述。第一章节,总结前人的研究成果及不足,指出本研究的目的、意义和方法;第二章节,从技术背景以及市场背景这两个层面对手机报广告的兴起进行概述;第三章节,从手机报的发展及其广告价值、手机报广告媒介特点、手机报广告媒介传播特征分析这三方面对手机报广告传播现状进行分析;第四部分,以中国移动为例,对我国手机报广告市场发展现状进行阐述,并通过对日本I-mode手机报运营及广告模式的分析,结合我国手机报广告市场发展现状提出建议;最后一个章节,分别从手机报广告市场环境、受众市场、竞争者市场、广告市场、产品环境、技术环境、赢利环境、政策环境以及监管制度这九个方面,对手机报广告市场的发展瓶颈进行了深入的剖析,并提出了相应的解决策略。最后从3G时代手机报发展大方向出发,提出了手机报广告的发展方向:个性化定制信息、广告内容讯息化、Push方式以及广告表现形式娱乐化;3G时代多媒体技术,使手机报广告表现力极大加强;以手机报广告为起点的闭环销售价值链将逐渐成为现实。
[Abstract]:As mobile phones move from means of communication to new forms of communication, they quickly become a new media that attracts people's attention. When traditional media meet the challenges of new media, traditional newspapers hand in hand mobile phone media and United communication operators. It has formed a new mode of news and information dissemination-mobile newspaper. With its unique mode of communication, efficient distribution and strong pertinence, the mobile phone newspaper has attracted the attention of people in the industry. However, it is seldom mentioned that the mobile phone newspaper is a carrier of advertising information. At present, the technology mode adopted by the mobile phone newspaper is as follows: the first is short message, which is transmitted by the first generation mobile communication network, and the content is mainly written; the second is MMS, which relies on GPRS and CDMA network technology. The third is streaming media, which is based on the third generation mobile communication network (3G), which makes the mobile newspaper have higher video clarity, better picture quality and richer performance. The thesis is divided into five chapters. The first chapter summarizes the previous research results and shortcomings, and points out the purpose, significance and methods of this study. The second chapter, from the technical background as well as the market background to carry on the summary to the mobile phone newspaper advertisement rise, the third chapter, from the mobile phone newspaper's development and its advertisement value, the mobile phone newspaper advertisement medium characteristic, the third chapter, from the mobile phone newspaper advertisement value, the mobile phone newspaper advertisement medium characteristic, Analysis of the characteristics of Mobile newspaper Advertising Media; part 4th, taking China Mobile as an example, expounds the current situation of the development of China Mobile Advertising Market. And through the analysis of the operation and advertising mode of Japan I-mode mobile phone newspaper, combined with the current situation of the development of China's mobile phone newspaper advertising market, the last chapter, respectively, from the mobile newspaper advertising market environment, audience market, competitors market, advertising market, The product environment, the technology environment, the profit environment, the policy environment and the regulatory system are the nine aspects of the in-depth analysis of the bottleneck of the development of the advertising market for mobile newspapers. Finally, starting from the development direction of mobile phone newspaper in 3G era, the author puts forward the development direction of mobile phone newspaper advertisement: personalized customization information. The multimedia technology of 3G era makes the performance of mobile phone newspaper advertisement greatly strengthened, and the closed-loop sales value chain starting from the mobile phone newspaper advertisement will gradually become a reality.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G215

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