本文選題：移動(dòng)廣告平臺(tái)　切入點(diǎn)：運(yùn)營(yíng)策略　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：移動(dòng)廣告行業(yè)伴隨著移動(dòng)互聯(lián)網(wǎng)的發(fā)展,競(jìng)爭(zhēng)越來(lái)越激烈。AD公司在運(yùn)營(yíng)策略上沒(méi)有及時(shí)根據(jù)競(jìng)爭(zhēng)對(duì)手、市場(chǎng)變化做出調(diào)整,內(nèi)部運(yùn)營(yíng)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(jìng)爭(zhēng)優(yōu)勢(shì),本文從外部環(huán)境、內(nèi)部環(huán)境、競(jìng)爭(zhēng)對(duì)手、運(yùn)營(yíng)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(duì)AD公司運(yùn)營(yíng)狀況進(jìn)行分析,給AD公司提出運(yùn)營(yíng)策略上的指導(dǎo)意見(jiàn)。根據(jù)綜合分析,AD公司在應(yīng)對(duì)競(jìng)爭(zhēng)對(duì)手和市場(chǎng)變化上,不能準(zhǔn)確定位自身的問(wèn)題,沒(méi)有看清行業(yè)發(fā)展的方向,同時(shí)自身缺少整體戰(zhàn)略思維,在內(nèi)部運(yùn)營(yíng)管理上也存在缺陷,導(dǎo)致在與競(jìng)爭(zhēng)對(duì)手的對(duì)抗中處在劣勢(shì)。在這種情況下,AD公司必須要通過(guò)研究競(jìng)爭(zhēng)對(duì)手的策略,認(rèn)識(shí)到自身的技術(shù)優(yōu)勢(shì),揚(yáng)長(zhǎng)避短,建立以技術(shù)為核心的戰(zhàn)略目標(biāo),逐步的扭轉(zhuǎn)不利局勢(shì)。同時(shí)AD公司要通過(guò)加強(qiáng)企業(yè)人力資源管理制度、建立完善的績(jī)效考核制度,優(yōu)化運(yùn)營(yíng)流程,激發(fā)運(yùn)營(yíng)人員的主觀能動(dòng)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(duì)品牌廣告主和效果廣告主的投入,既可以在實(shí)現(xiàn)流量變現(xiàn)的同時(shí),兼顧未來(lái)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(kāi)發(fā)者的收入,同時(shí)兼顧APP長(zhǎng)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(yùn)營(yíng)策略為核心,善于使用數(shù)據(jù)分析模型,建立自動(dòng)化分析體系,增強(qiáng)公司的核心競(jìng)爭(zhēng)力,實(shí)現(xiàn)公司最終的戰(zhàn)略目標(biāo)。
[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(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.8

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