This website uses cookies to ensure you have the best experience. Learn more

The Research On Mobile Internet Advertising

1815 words - 8 pages

国内外移动互联网广告行业对比研究

指导教师:

黄少敏

教授

者:

别:

业:

国际商学院

号:

2011221049

完成时间:

唐欣怡
市场营销系 111 班

2015 年 4 月 20 日

内容摘要

移动广告行业在中国的发展迅猛,为了探究国内外移动广告市场的异同,本文从数
据出发,分别在移动广告市场规模,投放的广告主行业和投放方式方面进行国内外的对
比研究,通过大量的数据查找、处理和分析,得出国内外,尤其是中美两国移动广告市
场的异同,发现虽然中国移动广告市场有很大的发展空间,中国的智能手机出货量和移
动网民的迅速增长支撑着中国移动广告行业广阔的发展前景,
并将取代一些传统广告行
业。但在营销投入方面十分欠缺,出现了用户浏览时间与广告投放费用严重不匹配的现
象。本文对此也提出了弥补方法,一是加大在移动互联网端的广告投入,二是通过移动
互联网营销的实际案例,提出移动互联网时代新型的更有效的营销方式。
关键词:移动广告

中外对比

移动互联网营销

I

Abstract
With the substantial popularization of mobile devices and the development of wireless
Internet technology, mobile Internet media market has shown an amazing boom in China. ...view middle of the document...

................................................................................................................................ 1
 
1.1 国外研究成果分析.......................................................................................................................... 1
 
1.2 国内研究成果分析.......................................................................................................................... 2
 
第二章 全球及中美移动广告行业规模对比................................................................................................ 2
 
2.1 全球移动广告市场规模.......................................................................................................................... 2
 
2.2 美国移动广告市场规模.................................................................................................................. 3
 
2.3 中国移动广告市场规模.................................................................................................................. 5
 
第三章 中美移动广告投放行业对比............................................................................................................ 6
 
第四章 中美网络广告投放媒体形式对比.................................................................................................... 7
 
4.1 美国网络广告媒体形式及比重...................................................................................................... 7
 
4.2 中国网络广告媒体形式及比重....................................................................................................... 8
 
第五章 中国移动广告行业将腾飞................................................................................................................ 8
 
第六章 中国移动广告行业存在“不匹配”现象...................................................................................... 10
 
6.1 消费者浏览媒体的时间与广告主投入媒体的费用的“匹配效应”......................................... 10
 
6.2 美国大众在各媒体投入时间与广告投入费用对比..................................................................... 10
 
6.3 中国大众在各媒体投入时间与广告投入费用对比..................................................................... 11
 
6.4 中国移动广告市场机会巨大,而营销投入十分欠缺................................................................. 12
 
第七章 移动广告成功营销案例分析.......................................................................................................... 14
 
7.1 植入手机 APP.................................................................................................................................. 14
 
7.2 利用二维码实现产品与终端沟通................................................................................................. 15
 
7.3 手机微信营销................................................................................................................................. 15
 
第七章 结论.................................................................................................................................................. 16
 
参 考 文...

Other assignments on The Research On Mobile Internet Advertising

Effect Of Systems On Business Essay

347 words - 2 pages Five different IT systems that have affected business in the past few years. 1. Social Media/Business (Facebook, Twitter, Instagram) – Social Media provides a more intimate platform for advertising and promotions. Business can use software to detect trends and research patterns in order to determine what demographic to target, thus making their advertising strategy more effective. Social Media will continue to evolve just technology evolves

Mobile Bi Essay

5045 words - 21 pages expanding the mobile technology in market. * To study the performance of Mobile Business in Various Organization. * To examine how Business Intelligence will look like on smaller screen. * To report the study of critical publications, articles, researchers had research about this topic. * To analyze the problems facing by customers by using Mobile BI. INTRODUCTION: The hottest trends in information technology is Mobile Bi

Research

1527 words - 7 pages Factors behind the brand switching in telecom industry The Cellular telephone (mobile phone) is a long-range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. The problem of Customer’s

Wifi And Mobile Tech

1500 words - 6 pages Case Study 2: Wireless and Mobile Technology By Terry Boone Dr. Stevens CIS 500: Information Systems for Decision Making 5/24/2014 Wireless and mobile technologies have transformed our daily lives, and also made a huge impact on the business world. The definition of the terms wireless and mobile technologies are often used interchangeably; however, this is not the case. Wireless technology is the ability to communicate on the internet

Internet Advertising

1799 words - 8 pages browse the web without being presented with several forms of online advertising in the shape of visual display ads such as pop-ups and pop-downs as well as the ever popular textual ads on search sites (Ratliff & Rubinfeld, 2011). No matter what form it is, each have become quite relevant in the life of the consumer and truly a means to generating revenue for companies all size’s across all markets. How can internet advertising be used to

The Impact Of Information Communication Technology

867 words - 4 pages ESSAY ON IMPACT OF C/T ON PERSONAL BUSINESS LIFE Conclusion Communications Impacts In the past the manual and verbal method of communication was the norm on all aspects of our lives. Communications mediums have changed beyond recognition with the advancement of Technology. In this essay I will provide an overview of three forms of Technology: Mobile Phone, the Internet, the E-Mail. I will also explain current development in C/T and

Mobile Phone Advantage N Disadvantages

287 words - 2 pages messages everywhere without electricity. It is maybe the main reason why almost all people today choose to own a mobile phone. From the customer’s point of view, it is obvious that mobile phones assist you in business a lot, such as, make schedule of working, surf the internet, and keep in touch with their companies. Moreover, you can relax with mobile phone’s applications, for example, play games, listen to music, or chat with your friends. On the

Google 2010

1222 words - 5 pages it is estimated that it will grow a lot more by 2012. The second trend impacting the industry is raising a competition in mobile search/advertising, with more and more mobile devices coming out and offering internet services Google has more competition with Bing and Yahoo trying to offer the different mobile devices the mobile search/advertising and Google Apps. The third trend impacting the industry raising in the Google TV, now you can do

Jani Na

6388 words - 26 pages other countries. For example: GP have built strong belief on customer mind that they have strong network system & this is their one kind of goodwill. ▪ Internet Service: Now a day’s internet has become an important part of our life. We are depending on internet on various sectors. Most of mobile companies are now giving broadband internet, mobile internet and WAP service. And others are going give the facilities. For Example: GP, ROBI

Nyt Paywall Case

618 words - 3 pages Problem Statement: The advent of internet brought about both challenges and opportunities for the newspaper industry. On one hand, it required redesigning a new product suited for online customers and on the other it was an opportunity to reach to 123 million potential customers in this category. Thus to keep up with the pace of emerging digitization in every field, like all newspapers, New York Times also added online reading in their product

Segi

2344 words - 10 pages mobile broadband such as Digi, Maxis, Celcom, Unifi, and Wimax and so on. The main three differences between all those broadband are cost, speed and downloadable data. The more we pay for the broadband, the higher speed that we will get to download data for a short time and can download more data than usual. By using mobile broadband there are many advantage such as, we don’t have to stay closely to hotspots in order to connect to internet but we can

Similar Documents

Research On The Links Between Religious Beliefs And Medical Decisions In Jaffna, Sri Lanka

760 words - 4 pages Research on the links between religious beliefs and medical decisions in Jaffna, Sri Lanka.   Theoretically This research project aims to explore the ways in which religious beliefs affect the medical-decision making of Sri Lankans in Jaffna. Due to the medically pluralistic environment of Jaffna, many citizens employ complex combinations of both biomedical and spiritual healing modalities. Many Sri Lankans have adopted informal guidelines

Comparative Research On The Development And Implementation Of Philippine Health Information Systems

625 words - 3 pages health records: a review of the research literature. -CONCLUSION: Studies focusing on the content of EHRs are needed, especially studies of nursing documentation or patient self-documentation. One future research area is to compare the documentation of different health care professionals with the core information about EHRs which has been determined in national health projects. The challenge for ongoing national health record projects around the

Affect Of Vat Increase On Small Businesses

1091 words - 5 pages the secondary method which has been used to gather the information on the latest HTC Desire HD mobile phone. The Internet has been chosen as it easy to use, has lots of information, quick, cheap and time efficient. On the other hand, it is often not enough information that is relevant to the research specific objectives; the information could be too old or even not from reliable sources. Websites: http://www.google.co.uk, http

Phone Essay

333 words - 2 pages able to keep in touch together despite a long distance. These days, with the significant developement of cell phones, they enable users to entertain such as surfing the internet, sending photos or downloading videos and games. According to a research, the number of people accessing the web through mobile phones is now accounting for well over 15% of worldwide internet usage. Furthermore, some Office applications for mobile phones, for example