Study On Mobile Advertising Industry Development Of China Mobile

With the rapid development of telecommunication technology, mobile phone has become a necessity in daily life. In 3G period, significant changes have occurred in mobile advertising industry, especially in market development, realizing method and business model. This article first explains the basic concept of mobile advertising, and makes a summary of its developing history. Afterwards, from a China Mobile angle, this article uses the traditional 4W+1H model of advertising communication to analyze current situation and industrial chain of mobile advertising, as well as conduct research on its development trend. Furthermore, this article takes advantage of the valley model to study audience, while introducing the telecom concept of "standard person" to identify typical features of the audience as the basis of making marketing measures. Finally, according to international and domestic environment, this article selectively adopts experience of other telecom operators to provide respective measures and advice for China Mobile on mobile advertising industry development.