發(fā)布時間：2018-03-07 22:01

  本文選題：移動廣告平臺　切入點：運營策略　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：移動廣告行業(yè)伴隨著移動互聯(lián)網(wǎng)的發(fā)展,競爭越來越激烈。AD公司在運營策略上沒有及時根據(jù)競爭對手、市場變化做出調(diào)整,內(nèi)部運營管理不完善,導(dǎo)致行業(yè)排位下滑。為了幫助AD公司走出困境,重新取得競爭優(yōu)勢,本文從外部環(huán)境、內(nèi)部環(huán)境、競爭對手、運營策略等方面,利用波特五力模型、SWOT模型和自建數(shù)據(jù)模型,對AD公司運營狀況進行分析,給AD公司提出運營策略上的指導(dǎo)意見。根據(jù)綜合分析,AD公司在應(yīng)對競爭對手和市場變化上,不能準確定位自身的問題,沒有看清行業(yè)發(fā)展的方向,同時自身缺少整體戰(zhàn)略思維,在內(nèi)部運營管理上也存在缺陷,導(dǎo)致在與競爭對手的對抗中處在劣勢。在這種情況下,AD公司必須要通過研究競爭對手的策略,認識到自身的技術(shù)優(yōu)勢,揚長避短,建立以技術(shù)為核心的戰(zhàn)略目標,逐步的扭轉(zhuǎn)不利局勢。同時AD公司要通過加強企業(yè)人力資源管理制度、建立完善的績效考核制度,優(yōu)化運營流程,激發(fā)運營人員的主觀能動性和創(chuàng)造力,打造適合企業(yè)發(fā)展的公司文化。既要在廣告主策略上平衡對品牌廣告主和效果廣告主的投入,既可以在實現(xiàn)流量變現(xiàn)的同時,兼顧未來品牌廣告主的拓展。又要在媒體方面利用好數(shù)據(jù)模型,保證優(yōu)質(zhì)開發(fā)者的收入,同時兼顧APP長尾流量的利用,保證流量變現(xiàn)的最大化,并保證業(yè)內(nèi)品牌影響力的持續(xù)提高。要以數(shù)據(jù)化運營策略為核心,善于使用數(shù)據(jù)分析模型,建立自動化分析體系,增強公司的核心競爭力,實現(xiàn)公司最終的戰(zhàn)略目標。
[Abstract]:Mobile advertising industry with the development of mobile Internet, the competition is becoming more and more fierce. Ad company in the operation strategy is not timely according to competitors, market changes to make adjustments, internal operation management is not perfect, In order to help AD to get out of the predicament and regain its competitive advantage, this paper makes use of Porter's five-force model in SWOT model and self-built data model from the aspects of external environment, internal environment, competitors, operation strategy, etc. Based on the comprehensive analysis of the AD company's operation strategy, it can not accurately locate its own problems and fail to see clearly the direction of the industry development in response to the competitors and market changes. At the same time, it lacks overall strategic thinking and has defects in internal operation management, resulting in a disadvantage in the confrontation with its competitors. In this case, AD must study the strategy of its competitors. Recognizing its technological advantages, building on its strong points and circumventing its weaknesses, establishing a strategic goal with technology as the core, and gradually reversing the adverse situation. At the same time, AD Company should establish a perfect performance appraisal system by strengthening the human resources management system of the enterprise, To optimize the operation process, stimulate the subjective initiative and creativity of the operators, and create a corporate culture suitable for the development of the enterprise, it is necessary to balance the investment in the advertisers of brand and effect advertisers in the strategy of advertisers. It can not only realize the flow realization, but also give consideration to the expansion of the future brand advertisers. At the same time, we should make good use of the data model in the media to ensure the income of the high quality developers, and at the same time, we can take into account the use of the long tail flow of APP, and ensure the maximization of the traffic realization. We should take the data operation strategy as the core, be good at using the data analysis model, set up the automatic analysis system, strengthen the core competitiveness of the company, and realize the company's ultimate strategic goal.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

【參考文獻】

相關(guān)期刊論文 前6條

1 王大慶;;廣告策略秘訣[J];廣告大觀;1996年07期

2 王憶景;;視頻營銷的精準化及效果評估[J];廣告人;2011年06期

3 孟佳;;限廣令下的日化品牌廣告[J];市場觀察;2012年03期

4 李小玲;李新建;王銳;;按效果付費型廣告平臺的廣告策略研究[J];中大管理研究;2011年03期

5 李錦魁;;借策略突破困境,用品牌引領(lǐng)市場——浪鯨衛(wèi)浴品牌營銷策劃紀實[J];銷售與市場(評論版);2011年03期

6 楊建紅;;新型消費文化趨勢下的網(wǎng)絡(luò)廣告策略[J];藝術(shù)與設(shè)計(理論);2009年06期

相關(guān)博士學(xué)位論文 前1條

1 張庶萍;競爭環(huán)境下的廣告策略研究[D];天津大學(xué);2005年

相關(guān)碩士學(xué)位論文 前2條

1 楊曉峰;中國移動3G業(yè)務(wù)運營策略研究[D];哈爾濱工程大學(xué);2010年

2 張鐵鋒;中國移動手機視頻增值業(yè)務(wù)運營策略研究[D];北京郵電大學(xué);2012年

，

本文編號：1581132