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Mobile advertising operating model design and implementation of research

Author: LiaoYu
Tutor: ChenXu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: mobile phone advertisement operation model advertisement media industry
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 179
Quote: 0
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Abstract


Owing to its mobility, interactivity, speediness and convenience , mobile telecommunications such as mobile phone,are becoming the“fifth media”after the television, radio, paper media and internet,which have attracted more and more public attentions.With more technologically advance mobile phones, soaring number of subscribers, and vast amount of new applications telecommunication service provider has developed, text message service or short message service (SMS) has becoming the most widely used data application of the world. With its timely delivery and low cost nature, this new channel that reaches consumer has becoming the favorite media of marketers and advertisers.As mobile marketing has proliferated in business with lighting speed, government regulations have not being able to keep pace. The lack of such regulations brought complains from the irritated consumers who seem helpless when facing spam and unsolicited messages. For the mobile phone advertisement, to develop well, a mature profit operation model is very important. The points on are also searching a reciprocal and good cooperative operation model. Herein,the operation mode which is of good cooperation,high efficiency and multi-benefit on the mobile phone advertisement industry chain has been designed and researched,from the view of telecommunications service provider——the leader of the mobile phone advertisement industry chain.The paper is divided into four parts.Part I: Mobile Advertising’s present situation, problems and causes analysis; this part sums up the status quo of development of mobile advertising at home and abroad, analyzes current domestic problems in the development of mobile advertising and makes in-depth cause analysis for the problems.Part II: the design of mobile advertising operation mode; at the beginning of this part, we analyze users’benefit from the situation, the advantages and disadvantages of different forms of mobile advertising. Then, we analyze the market of mobile users by questionnaire. At last, we discuss the classification of the mobile advertising operation modes, analyze the characteristics of various models and design the operation model for every kinds of mobile advertising.Part III: realization of mobile advertising operation model; this part develops several strategies which is used to realize the mobile advertising, marketing strategies of mobile advertising and design and spread strategies of several main forms of mobile advertising.Part IV: case study; this part describes the practice achievement in mobile advertising operation aspect of Sichuan Mobile. We spread in five aspects of products, pricing policy, channel policy, legal risk aversion and implementation effect and enlightenment.

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