Research On Brand Communication Strategy Of Cellphone Advertising

Mobile media is more and more popular, as one kind of new media. With the increasment of mobile phone users, the issuance of 3G license, or even try to use the 4G technology and the development of mobile internet, mobile advertising is also showing its great potential. This thesis discusses the positioning, communication patterns, communication characteristics of mobile media, as well as main forms of mobile advertising, communication problems in the process, founding on theories of brand communication, communications, advertising and marketing. And elaborates mobile advertising brand communication strategies through successfull stories from domestic and abroad to play a guiding role in practice of mobile phone brand communication in China.The first chapter of this thesis is an introduction, which describs the research background, research significance, research status, research ideas and research methods of this thesis; The second chapter is definating mobile media and mobile advertising, mainly for mobile media positioning, communication features, the media value of the analysis, analyzes the development of mobile advertising in China, status of the propagation and main forms; The third chapter presents the process of mobile advertising in the dissemination of the three major issues, combined with SWOT analysis and advanced experience of mobile advertising in Japan, South Korea, to reach some development proposal in China; In view of the mobile advertising problems, Chapter IV spreads to successfull stories of 3G Portal Company, detailed analysis the practical experience for brand communication strategy of mobile advertising.