| Mobile phone advertisement is based on the application of mobile phones. It is the advertisement is sent out by mobile phones. Compared with the rapid development of new booming media such as internet, mobile, moving TV, building TV, the traditional media like newspaper, broadcast, TV, magazine are facing more and more challenge, clients and advertisement income constantly loses, popularity and influence have been declined gradually. This means of mobile phone advertisement has been successfully the operation and making profits in some developed areas and countries. However, in China with a large number of users, the advertisement industry is just on the beginning stage. The development of mobile phone advertisement is limited because of the technology, policy, business mode and mobile phone.Compared with the advertisement on web and traditional media, the advantage of mobile phone advertisement is accuracy and interaction. Besides SM and WAP service, MMS(Multimedia Messaging Service), IVR, Java games are useful methods to do interactive marketing. After more and more new company join this new industry, the industry chain of mobile phone advertisement is being more mature.The article firstly illustrates the mobile phone advertisement market development and its operating mode from the Perspectives of CMCC. Then, the paper also focuses on industry chain of mobile phone advertisement. Each role on the industry chain of mobile phone advertisement has been analyzed. In the end, some suggestions of mobile phone advertisement development for CMCC have been researched, including enhancing industry chain cooperation and establishing database marketing. |
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