Business Ecosystems Model Of Mobile Advertisement And Strategy Research

With defining mobile phone as the fifth media and its advantages such as mobility, personality, real-time, interactivity, spontaneous broadcasting and so on, domestic and overseas scholars and investors put a lot of focus on it.Advertisers need new broadcasting methods to improve the advertising efficient and focus on Mobile Advertisement (Mobile Ad.). Mobile operators, free WAP, traditional media operator and internet operators all join the mobile Ad. market. Besides, foreign investors also invest mobile advertise in China. The mobile Ad. has a good future, but it's not mature and exists many problems, for example, uncertain policy, user agreement, independent supervisor and so on.The differences between mobile Ad. and other value-added services are that mobile Ad. involves kinds of industries and bases on other value-added services, traditional strategy management theory is difficult to research the mobile Ad.. The paper cites the business ecosystem theory put forward by America scholar James F. Moore to research the complicated and changeful mobile Ad. market.In the mobile Ad. ecosystem, mobile operators have network resources and service management plate, taking the responsibility of guiding the mobile Ad. ecosystem. Mobile Ad. operators provide different mobile Ad. services under the directing of mobile operators. Independent WAP is the most enterprise in the ecosystem at term of number, occupying partly market of official WAP, but it's necessary to enrich the content of mobile internet. The terminal manufacturers play duple roles that provide mobile-inset Ad. and provide mobile terminals to users, being competitive and complemental with mobile operators responsively. Advertisers are the value sources of the mobile Ad. eco-system, acquiring indirect profits by increasing sales. All of them compete with each other and have the same destination.The paper also gives some simple advises on how the members of mobile Ad. ecosystem to adopt suitable strategy to ensure the healthy of whole the ecosystem .