移动广告商业模式分析及建议

发布时间：2018-02-28 16:00

本文关键词： 新媒体移动增值业务移动广告商业模式业务运营 SP WAP　出处：《北京邮电大学》2010年硕士论文　论文类型：学位论文

【摘要】：在我国,手机作为“第五媒体”的地位早已在行业中深入人心,多家电信运营商和SP也纷纷开展了手机广告业务的试运营。如中国移动表示准备将手机打造成为一个面向约1亿用户的广告平台,并通过捆绑广告的形式向用户提供免费的内容服务。中国联通也已经授权其全资子公司联通新时讯对手机广告进行招商、制作、发布,将向企业、广告公司、广告商等提供无线广告。从客户需求来看,移动广告在国内刚刚亮相,趋之若鹜的广告客户已让运营商乐得合不拢嘴,如可口可乐、百事、脉动、伊利、康师傅等食品巨头已开始抢先使用手机广告,苹果、微软、摩托罗拉、诺基亚等IT企业也紧随其后,此外,如电影频道这样的娱乐业客户也榜上有名。面对机遇和挑战共存的移动广告,本文致力于帮助运营商整合移动广告价值链,帮助运营商找到适合自身的移动广告商业模式,并制定出将新的移动广告商业模式落实到移动广告业务的具体的解决方案。全文共分五章,第一章主要介绍本文的选题背景、目的和意义及本文的主要研究内容及研究框架。第二章以蓬勃兴起的新媒体为背景,介绍了本文研究所涉及的相关理论和市场环境。第三章主要分析了国内移动广告的市场情况、发展趋势、业务特点等,深入研究了移动广告现有的价值链,分析总结了目前的几个典型的商业模式。第四章根据前面的市场分析,总结出目前移动广告的市场中存在的问题,根据发现的问题设计出新的移动广告商业模式,并提出两种具体的解决方案,制定出市场营销战略。第五章针对浙江移动的具体情况,将新提出的移动广告解决方案与浙江移动现状相结合,在经过全面分析研究后制定了浙江移动移动广告的市场营销策略,产品策略,价格策略,促销策略,渠道策略,关系营销策略等,并提出了业务发展的规划以及市场预期。
[Abstract]:In China, the status of mobile phones as "5th media" has long been deeply rooted in the people's hearts and minds of the industry. A number of telecom operators and SP have also launched pilot mobile advertising businesses. For example, China Mobile has indicated that it intends to build its mobile phone into an advertising platform for about 100 million users. China Unicom has also authorized its wholly owned subsidiary, Unicom, to attract investment, produce, publish and distribute mobile phone advertisements to enterprises and advertising agencies. Advertisers and so on provide wireless advertising. From the point of view of customer demand, mobile advertising has just appeared in China, and the advertising customers who have been flocking to it have let operators smile from ear to ear. For example, Coca-Cola, Pepsi, pulsation, Yili, Kang and other food giants have begun to preempt the use of mobile advertising. Apple, Microsoft, Motorola, Nokia and other IT companies followed, along with entertainment clients such as Movie Channel. Faced with the coexistence of opportunities and challenges, this paper is devoted to helping operators integrate mobile advertising value chain and help operators find their own mobile advertising business model. And make the new mobile advertising business model into mobile advertising business specific solutions. The first chapter mainly introduces the background, purpose and significance of this paper, the main research content and research framework. Chapter two takes the booming new media as the background. The third chapter mainly analyzes the domestic mobile advertising market situation, development trend, business characteristics, in-depth study of the existing value chain of mobile advertising, the third chapter mainly analyzes the domestic mobile advertising market situation, development trend, business characteristics and so on. Chapter 4th, according to the previous market analysis, summarizes the problems existing in the current mobile advertising market, and designs a new mobile advertising business model according to the problems found. And put forward two kinds of specific solutions, make out the marketing strategy. Chapter 5th, according to the specific situation of Zhejiang Mobile, combine the new mobile advertising solution with the current situation of Zhejiang Mobile. After a comprehensive analysis and study, the marketing strategy, product strategy, price strategy, promotion strategy, channel strategy, relationship marketing strategy of mobile advertising of Zhejiang Mobile are formulated, and the plan of business development and market expectation are put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8;F626

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