SOLOMO模式下的移動應用廣告?zhèn)鞑ヌ轿?/H1>
發(fā)布時間：2018-04-21 13:09
本文選題：移動應用廣告 + SQLOMO�。� 參考：《大連理工大學》2015年碩士論文
【摘要】：隨著智能手機和移動設備的大規(guī)模流行,4G網(wǎng)絡的技術的普及開發(fā),移動應用的大規(guī)模上線和下載,移動應用的SOLOMO發(fā)展模式越發(fā)受到行業(yè)認可。所謂SOLOMO模式是指,以移動設備、LBS技術和社交網(wǎng)絡為基礎,通過云服務收集信息,以國際化的發(fā)展理念為先導,實現(xiàn)線上到線下,虛擬到現(xiàn)實的資源整合互動營銷。作為移動應用最主要的盈利方式之一,近年來,移動應用廣告市場以其迅猛的發(fā)展形勢受到廣告主的矚目,已經(jīng)形成了較為完善的產(chǎn)業(yè)鏈環(huán)節(jié)。但是就其傳播現(xiàn)狀來說,面臨著廣告形式單一、行業(yè)競爭激烈、精準投放缺失、互動轉化率低、效果監(jiān)測困難等一系列困境,這嚴重干擾了移動應用廣告的未來發(fā)展空間,同時亦削弱了廣告主對其進行長期大規(guī)模投入的信心。因此,本文以拉斯韋爾的傳播5w模式,分析移動應用廣告的傳播現(xiàn)狀,總結在SOLOMO模式的大背景下,我國移動應用廣告市場的傳播概況,分析我國移動應用廣告市場傳播困境的產(chǎn)生原因,并在綜合前人研究成果的基礎上,對其未來發(fā)展方向和現(xiàn)有困境提出了豐富廣告形式,打造差異化特色；實現(xiàn)行業(yè)合作,消除技術化瓶頸；精準投放,挖掘深度化數(shù)據(jù)；建立規(guī)范,完善監(jiān)測化體系；增強互動,提升變現(xiàn)化效率的五大主要對策,希望文中所提及的內(nèi)容可以為我國移動應用廣告的未來發(fā)展提供借鑒思路。
[Abstract]:With the popularization and development of the technology of 4G network of smart phones and mobile devices, the large-scale launch and download of mobile applications, the SOLOMO development model of mobile applications is more and more recognized by the industry. The so-called SOLOMO mode refers to the interactive marketing of resources integration from online to offline and virtual to reality based on mobile devices and social networks collecting information through cloud services and taking the international development concept as the forerunner. As one of the most important profit ways of mobile application, in recent years, the advertising market of mobile application has been attracting the attention of advertisers for its rapid development, and has formed a relatively perfect industry chain. However, in terms of its communication status, it faces a series of difficulties, such as single advertising form, fierce competition in the industry, lack of precision delivery, low conversion rate of interaction, difficulty in monitoring the effect, and so on, which seriously interferes with the future development space of mobile application advertising. It also weakens advertisers' confidence in their long-term investment. Therefore, this paper analyzes the current situation of mobile application advertising, and summarizes the general situation of mobile application advertising market in China under the background of SOLOMO mode. This paper analyzes the causes of the communication dilemma in China's mobile application advertising market, and on the basis of synthesizing the previous research results, puts forward rich advertising forms for its future development direction and existing difficulties, creating differentiated features, and realizing industry cooperation. Eliminate the bottleneck of technology; accurately put in, mine the depth of data; establish the standard, perfect the monitoring system; enhance the interaction, improve the efficiency of the five major countermeasures, It is hoped that the content mentioned in this paper can provide reference ideas for the future development of mobile application advertising in China.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8
【參考文獻】
相關期刊論文 前1條
1 何競平;;手機:廣告媒體中的“潛力股”——從傳播學角度解讀我國手機廣告的現(xiàn)狀[J];今傳媒;2011年05期
相關碩士學位論文 前2條
1 張寧;中國手機廣告的傳播形態(tài)研究[D];河南大學;2008年
2 張曉瑞;移動社交網(wǎng)絡的傳播學研究[D];北京郵電大學;2013年
，
本文編號：1782569
本文鏈接：http://sikaile.net/jingjilunwen/guojimaoyilunwen/1782569.html
本文選題：移動應用廣告 + SQLOMO�。� 參考：《大連理工大學》2015年碩士論文
【摘要】：隨著智能手機和移動設備的大規(guī)模流行,4G網(wǎng)絡的技術的普及開發(fā),移動應用的大規(guī)模上線和下載,移動應用的SOLOMO發(fā)展模式越發(fā)受到行業(yè)認可。所謂SOLOMO模式是指,以移動設備、LBS技術和社交網(wǎng)絡為基礎,通過云服務收集信息,以國際化的發(fā)展理念為先導,實現(xiàn)線上到線下,虛擬到現(xiàn)實的資源整合互動營銷。作為移動應用最主要的盈利方式之一,近年來,移動應用廣告市場以其迅猛的發(fā)展形勢受到廣告主的矚目,已經(jīng)形成了較為完善的產(chǎn)業(yè)鏈環(huán)節(jié)。但是就其傳播現(xiàn)狀來說,面臨著廣告形式單一、行業(yè)競爭激烈、精準投放缺失、互動轉化率低、效果監(jiān)測困難等一系列困境,這嚴重干擾了移動應用廣告的未來發(fā)展空間,同時亦削弱了廣告主對其進行長期大規(guī)模投入的信心。因此,本文以拉斯韋爾的傳播5w模式,分析移動應用廣告的傳播現(xiàn)狀,總結在SOLOMO模式的大背景下,我國移動應用廣告市場的傳播概況,分析我國移動應用廣告市場傳播困境的產(chǎn)生原因,并在綜合前人研究成果的基礎上,對其未來發(fā)展方向和現(xiàn)有困境提出了豐富廣告形式,打造差異化特色；實現(xiàn)行業(yè)合作,消除技術化瓶頸；精準投放,挖掘深度化數(shù)據(jù)；建立規(guī)范,完善監(jiān)測化體系；增強互動,提升變現(xiàn)化效率的五大主要對策,希望文中所提及的內(nèi)容可以為我國移動應用廣告的未來發(fā)展提供借鑒思路。
[Abstract]:With the popularization and development of the technology of 4G network of smart phones and mobile devices, the large-scale launch and download of mobile applications, the SOLOMO development model of mobile applications is more and more recognized by the industry. The so-called SOLOMO mode refers to the interactive marketing of resources integration from online to offline and virtual to reality based on mobile devices and social networks collecting information through cloud services and taking the international development concept as the forerunner. As one of the most important profit ways of mobile application, in recent years, the advertising market of mobile application has been attracting the attention of advertisers for its rapid development, and has formed a relatively perfect industry chain. However, in terms of its communication status, it faces a series of difficulties, such as single advertising form, fierce competition in the industry, lack of precision delivery, low conversion rate of interaction, difficulty in monitoring the effect, and so on, which seriously interferes with the future development space of mobile application advertising. It also weakens advertisers' confidence in their long-term investment. Therefore, this paper analyzes the current situation of mobile application advertising, and summarizes the general situation of mobile application advertising market in China under the background of SOLOMO mode. This paper analyzes the causes of the communication dilemma in China's mobile application advertising market, and on the basis of synthesizing the previous research results, puts forward rich advertising forms for its future development direction and existing difficulties, creating differentiated features, and realizing industry cooperation. Eliminate the bottleneck of technology; accurately put in, mine the depth of data; establish the standard, perfect the monitoring system; enhance the interaction, improve the efficiency of the five major countermeasures, It is hoped that the content mentioned in this paper can provide reference ideas for the future development of mobile application advertising in China.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8
【參考文獻】
相關期刊論文 前1條
1 何競平;;手機:廣告媒體中的“潛力股”——從傳播學角度解讀我國手機廣告的現(xiàn)狀[J];今傳媒;2011年05期
相關碩士學位論文 前2條
1 張寧;中國手機廣告的傳播形態(tài)研究[D];河南大學;2008年
2 張曉瑞;移動社交網(wǎng)絡的傳播學研究[D];北京郵電大學;2013年
，本文編號：1782569
本文鏈接：http://sikaile.net/jingjilunwen/guojimaoyilunwen/1782569.html
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