本文關(guān)鍵詞： 手機(jī)報 廣告 3G　出處：《華南理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：手機(jī)從通訊工具轉(zhuǎn)向新的傳播形式的過程中,迅速成為吸引人們眼球的新生媒體。在傳統(tǒng)媒體應(yīng)對新媒體挑戰(zhàn)時,傳統(tǒng)報紙牽手手機(jī)媒體,聯(lián)合通信運營商,形成了新的新聞信息傳播模式——手機(jī)報。手機(jī)報以其獨特的傳播方式,高效的發(fā)布方式以及較強(qiáng)的針對性等優(yōu)勢,吸引了業(yè)界人士的目光,其廣告價值隨之而來。而真正將手機(jī)報作為一種廣告信息載體在學(xué)界還很少被人提及。 當(dāng)前手機(jī)報采用的技術(shù)模式有:第一種是短信,依靠第一代移動通信網(wǎng)絡(luò)進(jìn)行傳輸,其內(nèi)容以文字為主;第二種是彩信,依靠GPRS和CDMA網(wǎng)絡(luò)技術(shù),表現(xiàn)的主要形式為圖文結(jié)合或動漫。第三種是流媒體,其使用的技術(shù)為第三代移動通信網(wǎng)絡(luò)(3G),該技術(shù)使手機(jī)報的視頻清晰度更高,圖片畫質(zhì)效果更好,表現(xiàn)形式更豐富。 本文站在理性的角度,對我國手機(jī)報廣告進(jìn)行系統(tǒng)地分析。論文共分為五個章節(jié)進(jìn)行闡述。第一章節(jié),總結(jié)前人的研究成果及不足,指出本研究的目的、意義和方法;第二章節(jié),從技術(shù)背景以及市場背景這兩個層面對手機(jī)報廣告的興起進(jìn)行概述;第三章節(jié),從手機(jī)報的發(fā)展及其廣告價值、手機(jī)報廣告媒介特點、手機(jī)報廣告媒介傳播特征分析這三方面對手機(jī)報廣告?zhèn)鞑ガF(xiàn)狀進(jìn)行分析;第四部分,以中國移動為例,對我國手機(jī)報廣告市場發(fā)展現(xiàn)狀進(jìn)行闡述,并通過對日本I-mode手機(jī)報運營及廣告模式的分析,結(jié)合我國手機(jī)報廣告市場發(fā)展現(xiàn)狀提出建議;最后一個章節(jié),分別從手機(jī)報廣告市場環(huán)境、受眾市場、競爭者市場、廣告市場、產(chǎn)品環(huán)境、技術(shù)環(huán)境、贏利環(huán)境、政策環(huán)境以及監(jiān)管制度這九個方面,對手機(jī)報廣告市場的發(fā)展瓶頸進(jìn)行了深入的剖析,并提出了相應(yīng)的解決策略。最后從3G時代手機(jī)報發(fā)展大方向出發(fā),提出了手機(jī)報廣告的發(fā)展方向:個性化定制信息、廣告內(nèi)容訊息化、Push方式以及廣告表現(xiàn)形式娛樂化;3G時代多媒體技術(shù),使手機(jī)報廣告表現(xiàn)力極大加強(qiáng);以手機(jī)報廣告為起點的閉環(huán)銷售價值鏈將逐漸成為現(xiàn)實。
[Abstract]:As mobile phones move from means of communication to new forms of communication, they quickly become a new media that attracts people's attention. When traditional media meet the challenges of new media, traditional newspapers hand in hand mobile phone media and United communication operators. It has formed a new mode of news and information dissemination-mobile newspaper. With its unique mode of communication, efficient distribution and strong pertinence, the mobile phone newspaper has attracted the attention of people in the industry. However, it is seldom mentioned that the mobile phone newspaper is a carrier of advertising information. At present, the technology mode adopted by the mobile phone newspaper is as follows: the first is short message, which is transmitted by the first generation mobile communication network, and the content is mainly written; the second is MMS, which relies on GPRS and CDMA network technology. The third is streaming media, which is based on the third generation mobile communication network (3G), which makes the mobile newspaper have higher video clarity, better picture quality and richer performance. The thesis is divided into five chapters. The first chapter summarizes the previous research results and shortcomings, and points out the purpose, significance and methods of this study. The second chapter, from the technical background as well as the market background to carry on the summary to the mobile phone newspaper advertisement rise, the third chapter, from the mobile phone newspaper's development and its advertisement value, the mobile phone newspaper advertisement medium characteristic, the third chapter, from the mobile phone newspaper advertisement value, the mobile phone newspaper advertisement medium characteristic, Analysis of the characteristics of Mobile newspaper Advertising Media; part 4th, taking China Mobile as an example, expounds the current situation of the development of China Mobile Advertising Market. And through the analysis of the operation and advertising mode of Japan I-mode mobile phone newspaper, combined with the current situation of the development of China's mobile phone newspaper advertising market, the last chapter, respectively, from the mobile newspaper advertising market environment, audience market, competitors market, advertising market, The product environment, the technology environment, the profit environment, the policy environment and the regulatory system are the nine aspects of the in-depth analysis of the bottleneck of the development of the advertising market for mobile newspapers. Finally, starting from the development direction of mobile phone newspaper in 3G era, the author puts forward the development direction of mobile phone newspaper advertisement: personalized customization information. The multimedia technology of 3G era makes the performance of mobile phone newspaper advertisement greatly strengthened, and the closed-loop sales value chain starting from the mobile phone newspaper advertisement will gradually become a reality.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G215

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