手机广告运营模式的设计及其实现研究

发布时间：2018-10-18 16:32

【摘要】：手机等移动通信方式因其便携性、互动性、方便性、快捷性等优点日渐为大众所关注和喜爱,成为继电视、广播、报纸、互联网等传统媒体之后的“第五媒体”。随着手机终端功能的完善、手机用户的普及、通信运营商业务的丰富,手机短/彩信等成为信息发布、获取的重要来源,其具有的高到达率、低成本等特点,成为众多企业广告宣传和发布的重要选择。相对于手机广告的高速发展,与之呼应的监管体制、规范或措施相对滞后或缺失,导致公众对泛滥性信息的抱怨和反感。手机广告要取得良性发展,一个成熟的运营模式非常关键。本文从手机广告产业链的主导者电信运营商角度出发,研究和设计了手机广告产业链上各环节良好协作、高效共赢的运营模式。本文研究分为四个部分: 第一部分,手机广告的发展现状、存在问题与原因分析。本部分对国内外手机广告的发展现状进行总结,分析目前国内手机广告发展存在的问题并针对存在问题进行深入的原因分析; 第二部分,手机广告运营模式的设计。本部分首先分析不同形式的手机广告的用户受益情况和优缺点;其次,通过问卷调查分析了手机用户的市场情况;最后,讨论了手机广告运营模式的分类,分析各种模式的特点并针对各类手机广告进行运营模式的设计。第三部分,手机广告运营模式的实现。本部分制定了手机广告运营模式得以实现的几种策略、手机广告的营销策略和几种主要形式手机广告的设计与推广策略。第四部分,实例研究。本部分介绍四川移动在运营手机广告方面的实践成果,从四川移动手机广告的产品情况、定价政策、渠道政策、法律风险规避和实施效果与启示等五个方面展开。
[Abstract]:Mobile communication, such as mobile phone, has become the "fifth media" after traditional media such as TV, radio, newspaper and Internet because of its advantages such as portability, interactivity, convenience, rapidity and so on. With the improvement of mobile phone terminal function, the popularization of mobile phone users, the rich business of communication operators, the short / MMS of mobile phone has become an important source of information release and acquisition, which has the characteristics of high arrival rate and low cost. It has become an important choice for advertising and publishing in many enterprises. Compared with the rapid development of mobile advertising, the corresponding regulatory system, norms or measures are lagging behind or lacking, which leads to public complaints and antipathy to the flood of information. The mobile phone advertisement wants to obtain benign development, a mature operation pattern is very key. From the perspective of mobile phone advertising industry chain leader and telecom operator, this paper studies and designs a good cooperation and win-win operation mode in all aspects of mobile phone advertising industry chain. This paper is divided into four parts: the first part, the development of mobile advertising, existing problems and cause analysis. This part summarizes the current development of mobile phone advertising at home and abroad, analyzes the existing problems in the development of domestic mobile phone advertising and analyzes the reasons for the problems; the second part, the design of mobile phone advertising operation mode. This part first analyzes the different forms of mobile advertising user benefits, advantages and disadvantages; secondly, through a questionnaire survey to analyze the market situation of mobile phone users; finally, discussed the classification of mobile phone advertising operation mode, Analyze the characteristics of various models and design the operation mode for various mobile advertising. The third part, the realization of mobile advertising operation mode. In this part, several strategies to realize the mobile advertising operation mode, the marketing strategy of mobile phone advertisement and the design and promotion strategy of several main forms of mobile phone advertisement are established. The fourth part, case study. This part introduces the practical achievements of Sichuan Mobile in the operation of mobile phone advertising, from five aspects: product situation, pricing policy, channel policy, legal risk avoidance and implementation effect and inspiration.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;F626

【共引文献】