Mobile Media Advertisement Research

According to the rapid development of new booming media such as internet,mobile,moving TV,building TV,the tradional media like newspaper,broadcast,TV,magazine are facing more and more austere challenge,clients and advertisement income constantly loses,populality ,penetraty and influence have been declined gradually.New booming media have shared the advertisement and the clients with the tradition,moreover,most advertisement budget have been attracted to the new media.in china there are more than 4200 milions mobile subscribers,the combination with mobile and internet has made mobile media to be a significant popular mass media.People not only talk by mobile,but also could go surfing,read newspapers,receive and send email,play games and entertainment,order commodity and services,most important,it has been the element and branch or internet media,evolved to a new media—moblie media.in 2005,the SMS revenue of CMCC and CUCC has been 40 billions yuan,compared with the traditional media such as newspapre,broadcast,tv,magazine,which have been developed nearly 28 years,the number is just only 60 billions yuan.Despite the mobile media advertisement has been the original phases now,all business and modes are not mature,but the market potential is very huge.everyone would not neglect.The swift and violent development of mobile media certainly will bring huge shock to the traditional,the business mode of free program plus advertisement will encounter seriously challenge.The article first illustrates the topic research is most important to every entity of the telecom industry chain ty deeply interview,graphology,trend chart ect,and has detailed describing relevent business and character of mobile media,compared mobile media with traditional media to analyse advantages and disadvantages,not only proposed relativity judgement of market potential and police ,but also put forward practical and guide suggestion.The paper also focus on industry chain between mobile media and traditional media to general evaluation and analysis,brings forward correlation model and research on mobile media industry chain,which role should play on the industry chain and what measures should take for the stakeholders have the clear answer in the article.it is very important to instruct correlation enterprise to build new operation mechanism,operation organization,business mode in the light of digital era development logical,and facilitates mobile media advertisement development.