【摘要】：手機(jī)等移動(dòng)通信方式因其便攜性、互動(dòng)性、方便性、快捷性等優(yōu)點(diǎn)日漸為大眾所關(guān)注和喜愛,成為繼電視、廣播、報(bào)紙、互聯(lián)網(wǎng)等傳統(tǒng)媒體之后的“第五媒體”。 隨著手機(jī)終端功能的完善、手機(jī)用戶的普及、通信運(yùn)營(yíng)商業(yè)務(wù)的豐富,手機(jī)短/彩信等成為信息發(fā)布、獲取的重要來源,其具有的高到達(dá)率、低成本等特點(diǎn),成為眾多企業(yè)廣告宣傳和發(fā)布的重要選擇。 相對(duì)于手機(jī)廣告的高速發(fā)展,與之呼應(yīng)的監(jiān)管體制、規(guī)范或措施相對(duì)滯后或缺失,導(dǎo)致公眾對(duì)泛濫性信息的抱怨和反感。手機(jī)廣告要取得良性發(fā)展,一個(gè)成熟的運(yùn)營(yíng)模式非常關(guān)鍵。本文從手機(jī)廣告產(chǎn)業(yè)鏈的主導(dǎo)者  電信運(yùn)營(yíng)商角度出發(fā),研究和設(shè)計(jì)了手機(jī)廣告產(chǎn)業(yè)鏈上各環(huán)節(jié)良好協(xié)作、高效共贏的運(yùn)營(yíng)模式。 本文研究分為四個(gè)部分: 第一部分,手機(jī)廣告的發(fā)展現(xiàn)狀、存在問題與原因分析。本部分對(duì)國(guó)內(nèi)外手機(jī)廣告的發(fā)展現(xiàn)狀進(jìn)行總結(jié),分析目前國(guó)內(nèi)手機(jī)廣告發(fā)展存在的問題并針對(duì)存在問題進(jìn)行深入的原因分析; 第二部分,手機(jī)廣告運(yùn)營(yíng)模式的設(shè)計(jì)。本部分首先分析不同形式的手機(jī)廣告的用戶受益情況和優(yōu)缺點(diǎn);其次,通過問卷調(diào)查分析了手機(jī)用戶的市場(chǎng)情況;最后,討論了手機(jī)廣告運(yùn)營(yíng)模式的分類,分析各種模式的特點(diǎn)并針對(duì)各類手機(jī)廣告進(jìn)行運(yùn)營(yíng)模式的設(shè)計(jì)。 第三部分,手機(jī)廣告運(yùn)營(yíng)模式的實(shí)現(xiàn)。本部分制定了手機(jī)廣告運(yùn)營(yíng)模式得以實(shí)現(xiàn)的幾種策略、手機(jī)廣告的營(yíng)銷策略和幾種主要形式手機(jī)廣告的設(shè)計(jì)與推廣策略。 第四部分,實(shí)例研究。本部分介紹四川移動(dòng)在運(yùn)營(yíng)手機(jī)廣告方面的實(shí)踐成果,從四川移動(dòng)手機(jī)廣告的產(chǎn)品情況、定價(jià)政策、渠道政策、法律風(fēng)險(xiǎn)規(guī)避和實(shí)施效果與啟示等五個(gè)方面展開。
[Abstract]:Mobile communication, such as mobile phone, has become the "fifth media" after traditional media such as TV, radio, newspaper and Internet because of its advantages such as portability, interactivity, convenience, rapidity and so on. With the improvement of mobile phone terminal function, the popularization of mobile phone users, the rich business of communication operators, the short / MMS of mobile phone has become an important source of information release and acquisition, which has the characteristics of high arrival rate and low cost. It has become an important choice for advertising and publishing in many enterprises. Compared with the rapid development of mobile advertising, the corresponding regulatory system, norms or measures are lagging behind or lacking, which leads to public complaints and antipathy to the flood of information. The mobile phone advertisement wants to obtain benign development, a mature operation pattern is very key. From the perspective of mobile phone advertising industry chain leader and telecom operator, this paper studies and designs a good cooperation and win-win operation mode in all aspects of mobile phone advertising industry chain. This paper is divided into four parts: the first part, the development of mobile advertising, existing problems and cause analysis. This part summarizes the current development of mobile phone advertising at home and abroad, analyzes the existing problems in the development of domestic mobile phone advertising and analyzes the reasons for the problems; the second part, the design of mobile phone advertising operation mode. This part first analyzes the different forms of mobile advertising user benefits, advantages and disadvantages; secondly, through a questionnaire survey to analyze the market situation of mobile phone users; finally, discussed the classification of mobile phone advertising operation mode, Analyze the characteristics of various models and design the operation mode for various mobile advertising. The third part, the realization of mobile advertising operation mode. In this part, several strategies to realize the mobile advertising operation mode, the marketing strategy of mobile phone advertisement and the design and promotion strategy of several main forms of mobile phone advertisement are established. The fourth part, case study. This part introduces the practical achievements of Sichuan Mobile in the operation of mobile phone advertising, from five aspects: product situation, pricing policy, channel policy, legal risk avoidance and implementation effect and inspiration.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8;F626

【共引文獻(xiàn)】

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本文編號(hào)：2279710