彩铃广告项目投资策划

发布时间：2018-11-26 18:54

【摘要】： 本文作者看到了电信网络传媒化的趋势，以及电信网络在广告传播方面的独特优势，以独特的眼光发现了彩铃广告项目——把被叫电话用户的回铃音改为商业广告。彩铃广告具有传播效果好，，投放策略灵活，投资回报可信，投放流程简单、见效快，受众覆盖能力强等特点。彩铃广告是一个全新的产业；彩铃广告项目投资少，见效快；符合TMT主流投资概念；迎合了分众传媒和互动传媒的市场需求；对电信运营商向综合信息服务商转型具有典型意义；彩铃广告项目市场前景广阔，具有年产值数十亿元的市场潜力。文章创新性地对彩铃广告的业务流程进行了设计，在协议用户的取得、彩铃广告的销售、发布与结算方面提出了明确的思路，尤其引入最先进以及最受欢迎的智能平台在线销售模式，以及按传播效果付费的智能结算模式；科学客观地分析了彩铃广告的价值链，对电信运营商、协议用户、广告主、彩铃广告运营商的利益进行了分析，提出了多赢的业务模式；通过对彩铃广告运营商的五种竞争力量分析，分析了彩铃广告业务的赢利能力；文章对彩铃广告业务的整体生态环境进行了评估，对各相关利益者可能的竞合行为做了详细的情景分析，针对性地提出了业务策略；通过客观的市场调研，对彩铃广告的盈利模式进行分析，并提供了数据支持。文章对准备进入彩铃广告运营的企业而言，具有很好的参考与借鉴意义；对基础电信运营商、增值业务运营商、传媒机构、广告主等提供了一个很有启发意义的业务概念。彩铃广告是这些领域的蓝海，对于竞争日益激烈的电信市场、增值服务市场、广告市场都具有宝贵的借鉴意义。文章最后提出了具体的彩铃广告经营战略，并建议通过资本运作，最终以彩铃广告业务为核心，全面占领电信网络传媒化市场的制高点。
[Abstract]:The author has seen the trend of telecommunication network media and the unique advantages of telecommunication network in advertising communication, and has discovered the CRBT advertising project with a unique vision-changing the callback tone of called telephone users to commercial advertising. CRBT advertising has the characteristics of good communication effect, flexible investment strategy, credible return on investment, simple delivery process, quick effect and strong audience coverage ability. CRBT advertising is a new industry, with less investment and quick effect, in line with the mainstream investment concept of TMT, catering to the market demand of focus media and interactive media. It is of typical significance for telecom operators to transform into comprehensive information service providers, and the CRBT advertising project has a broad market prospect and a market potential of billions of yuan per year. This paper innovatively designs the business process of CRBT, and puts forward some clear ideas in terms of the acquisition of protocol users, the sale, publication and settlement of CRBT advertisements. In particular, the introduction of the most advanced and most popular intelligent platform online sales model, as well as pay for the spread of intelligent settlement model; This paper analyzes the value chain of color bell advertising scientifically and objectively, analyzes the interests of telecom operators, protocol users, advertisers and color bell advertising operators, and puts forward a multi-win business model. Based on the analysis of the five competitive forces of the color bell advertising operators, this paper analyzes the profitability of the color bell advertising business. In this paper, the overall ecological environment of color bell advertising business is evaluated, and the possible competing behaviors of relevant stakeholders are analyzed in detail, and the business strategy is put forward. Through objective market research, the profit model of CRBT advertising is analyzed, and the data support is provided. The article has a good reference and reference significance for the enterprises preparing to enter the CRBT advertising operation, and provides a very enlightening business concept for the basic telecom operators, value-added service operators, media organizations, advertisers and so on. CRBT advertising is the blue sea in these fields, which has valuable reference significance for the increasingly competitive telecom market, value-added service market and advertising market. Finally, the paper puts forward the concrete strategy of color ring advertising management, and suggests that through the capital operation, the core of color ring advertising business should be taken as the core to occupy the commanding point of the telecom network media market in an all-round way.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;F626

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