| This article attempts to utilize the management science knowledge, analyzes from the following several aspects based on the 3G network mobile advertisement service feasible business mode: First, take the 2G network under the maturer mobile advertisement service shape and the business mode as the foundation, from the 3G network wide band, entire IP, the low cost operation three aspect characteristics obtains, to unify the domestic and foreign newest theories and the case, through the data quantitative analysis and the case qualitative analysis, the tendency which, the innovation service shape the analysis mobile advertisement service develops in the future, may the operation business mode. Meanwhile from the market and the operation angle proposed that the possible difficulty and the dealing with strategy, explore operator's in mobile advertisement market gambling role localization and the most superior strategy.Next, quotes the related case and the data from the operator angle, from Japanese and South Korean, European and American, Chinese three has the representative region, looks all about the mobile advertisement trade development the overall present situation, as well as the 3G network's expansion commercial to moves the advertisement commerce pattern and the value chain's opportunity and the challenge, analyzed thoroughly has been in the reorganization and the transition period telecommunication operator, in the voice income dropped, the value-added service to account for the income gradually compared to under the growth asthenia difficult position, how to move the advertisement mold for the new strategic reserve service, became innovatively, the sustainable development profit point of growth. Based on this, how to establish take the operator wins the value chain as the leadership, proposed mentality suggestion.Once more, from the 3G network and the Internet technology's development way, analyzes the wireless wide band and the WEB2.0 technology emphatically to moves advertisement service shape multiplicity and multimedia the formidable support; By PULL, PUSH, COUPON, the two-dimensional code, the class media emergency broadcast five big classifications, to move the advertisement rich service use shape to perform vividly to elaborate; From the advertisement host, the advertisement the audiences, the operator, the advertising agent (including plan, delivery and proxy) four industrial chain principal role embarks, analyzes it to compete gathers relational and the possible commercial cooperation pattern, the income distribution principle.This article with the aid of the management science analysis tool, obtains from the mobile advertisement industry environment, to utilize in MBA management curriculum SWOT and the PEST methodology, the analysis mobile advertisement industry environment, the opportunity challenge, the superiority inferiority, the external influence essential factor, proposed that take the operator as the leading mobile advertisement industry chain the question which and the dealing with strategy in aspects and so on policy, market, technology, consensus must face earnestly.This article altogether proposed that five kind of main business modes, respectively are: 1st, take puts in accurate as the core PUSH advertisement pattern; 2nd, take user buying in quantity as core PULL advertisement commerce pattern; 3rd, take discount preferential benefit attraction as core COUPON commerce pattern; 4th, take user experience and from dissemination as core two-dimensional code advertisement Canada "intelligent pipeline" business mode; 5th, 3G video frequency emergency broadcast advertisement traditional commerce pattern. |
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