【作者】 杨立娟；

【导师】 舒华英；

【作者基本信息】 北京邮电大学 ， 工商管理， 2008， 硕士

【摘要】 文章首先阐明了手机广告的相关概念及特点优势,然后从发展特点、发展问题、产业链、商务发展模式等方面对国内手机广告的发展现状进行分析总结,并深入分析了中国移动如何应对推广手机广告业务。面对手机广告这一潜力巨大的市场,文章主要围绕手机广告市场产业发展环境、现状、特点及合作商业模式等方面展开,还通过SWOT模型对中国移动发展推广手机广告进行了分析。最后,对手机广告的发展趋势进行预测分析,并对手机广告市场提出了发展建议。随着手机广告产业链以及商务合作的日益完善,对手机广告的严格监管,对用户接受程度的不断认知和培养,不断创新手机广告的内容和发布形式,通过产业链中各方的协作,相信手机广告在未来3-5年内将产生巨大的发展。通过良性运作,达到多方产业共赢,同时为消费者用户带来更多的精确的有价值的信息。更多还原

【Abstract】 Firstly, the paper explains the mobile advertising concepts, characteristics and advantages. Secondly, this paper makes a deeply analysis in its history, industry chain, business methods, the current development in China and China Mobile strategy. Faced with the huge potential market, we focus on its development environment, the current situations, features, business cooperation modes and others. This paper shows the market of China Mobile through the SWOT model. Finally, this paper predicts this market development trend and gives some suggestions for expanding mobile advertising market.With the industry chain, supervision, users’ acceptance, business methods increasing rapidly and becoming mature, we believe the mobile advertising will make a large step in the next 3 to 5 years with creative forms and varies contents. With the good solutions in the industrial chain collaboration, the multi-industry will achieve a win-win situation, and bring more valuable information to the users.更多还原