本文選題：智能手機廣告　切入點：移動廣告　出處：《遼寧大學(xué)》2013年碩士論文

【摘要】：隨著科技的發(fā)展，智能手機逐步成為手機市場的新生力量，逐漸擴大在手機市場中的比重。智能手機因其自身的特點，有望成為繼傳統(tǒng)媒體、互聯(lián)網(wǎng)媒體之后的又一大廣告媒體。手機原本是通訊工具，現(xiàn)在的智能手機不僅支持通訊功能更是集合上網(wǎng)、娛樂等多項智能功能于一身。甚至可以比肩個人電腦提供的功能。正因為如此，智能手機成為廣告的優(yōu)質(zhì)載體，廣告價值日益明顯。在對待智能手機廣告的觀點上，有些人將其視為未挖掘的金礦，而有人對智能手機廣告市場的未來持懷疑態(tài)度。就現(xiàn)在智能手機廣告的現(xiàn)狀來看，喜憂參半。一方面，智能手機廣告的優(yōu)越性已經(jīng)逐漸顯露，廣告主對于智能手機廣告呈認(rèn)可態(tài)度，許多傳統(tǒng)廣告業(yè)的巨頭紛紛涉足智能手機廣告領(lǐng)域，一些掌握雄厚資本的公司也希望在智能手機廣告中開拓自己的新領(lǐng)域。另一方面，由于智能手機廣告屬于新興的廣告形式，準(zhǔn)入門檻低，法制建設(shè)尚未健全以至于在行業(yè)中出現(xiàn)魚龍混雜的情況，廣告質(zhì)量良莠不齊�，F(xiàn)今，智能手機廣告的表現(xiàn)形式雖然多樣，但是由于受到屏幕和網(wǎng)絡(luò)等因素限制，信息含量較低。由于一些不良用意的第三方應(yīng)用程序的惡意行為影響，用戶對于手機中出現(xiàn)的廣告呈現(xiàn)抗拒的態(tài)度。 本文就智能手機廣告發(fā)展的現(xiàn)狀和現(xiàn)階段出現(xiàn)的問題進(jìn)行描述，并且分析造成智能手機廣告發(fā)展問題的各種原因。本文共分為六部分，緒論部分是對于背景和現(xiàn)狀的闡述。第一章論述智能手機廣告定義、特點，此領(lǐng)域內(nèi)的廣告模式、平臺種類、收費模式等。另外介紹了美國與日本在這一領(lǐng)域的發(fā)展情況。第二章敘述現(xiàn)階段智能手機廣告發(fā)展中存在的問題，如：無效點擊、接受成本高、用戶反感等問題。第三章，對于發(fā)展中出現(xiàn)的問題進(jìn)行分析，，主要分析產(chǎn)業(yè)鏈、手機系統(tǒng)缺陷等。第四章是對智能手機廣告發(fā)展所提出的建議。第五章對智能手機廣告領(lǐng)域進(jìn)行前景展望。
[Abstract]:With the development of science and technology, the smartphone has gradually become a new force in the mobile phone market and gradually expanded its proportion in the mobile phone market. Because of its own characteristics, the smartphone is expected to become a successor to the traditional media. After the Internet media, another major advertising media. The mobile phone was originally a communication tool, now the smartphone not only supports the communication function, but also aggregates the Internet. Entertainment and many other smart functions. Can even be compared with the capabilities provided by personal computers. Because of this, smartphones have become a high-quality carrier of advertising, the value of advertising is increasingly obvious. Some see it as an untapped gold mine, while others are sceptical about the future of the smartphone advertising market. Advertisers have embraced smartphone advertising, with many traditional advertising giants dabbling in smartphone advertising, and companies with strong capital looking to open up new areas in smartphone advertising. As smartphone advertising is a new form of advertising, the barriers to entry are low, the legal system is not yet sound, and there is a mixed mix in the industry. The quality of advertising is mixed. Nowadays, the forms of smartphone advertising are diverse. However, due to screen and network constraints, the content of information is low. Due to malicious behavior of some ill-intentioned third-party applications, users are resistant to advertisements appearing on their mobile phones. This paper describes the current situation and problems in the development of smartphone advertising, and analyzes the causes of the problems in the development of smartphone advertising. This paper is divided into six parts. The first chapter discusses the definition, characteristics, advertising models and platform types of smartphone advertising. In addition, it introduces the development of the United States and Japan in this field. Chapter two describes the problems existing in the development of smartphone advertising at the present stage, such as invalid clicks, high acceptance costs, users' aversion, and so on. This paper analyzes the problems in the development, mainly analyzes the industrial chain, mobile phone system defects, etc. The fourth chapter is the development of smart phone advertising recommendations. Chapter 5 prospects for the field of smart phone advertising.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8;F416.6

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本文編號：1655900