Mobile Advertising Business Model Analysis And Recommendations

Mobile phone as a "fifth media" has penetrated into public feeling in the industry in our society, many telecom operators and service providers have begun the operation of Mobile advertisement service. For example, China Mobile has expressed that it is going to make mobile phone as an advertisement platform for 100 million users, and provide free content service with advertisement to users. China Unicom also has authorized its subsidiary company to process business investment, making, and publication for mobile phone advertisement, which will provide wireless advertisement for enterprise, advertising company.According to the customers'requirement, when the mobile advertisement is coming out, telecom operators get a lot of advertisement customers who have an interesting in it. They come from different industries, including food, IT, also entertainment.To mobile advertisement that is facing a lot of opportunities with challenges, this paper works at helping telecom operators integrate the value chain of mobile advertisement, find an appropriate mobile advertisement business model for operators, and make a solution which carries out this model into the mobile advertisement.This thesis has five chapters. Firstly, it introduces its background, purpose, significance and its research content and framework. Secondly, with the mushroomed and the rapid development of new media, it introduces its referred theories and market environment. Thirdly, it analyzes the market situation, developing trend, business characteristic of domestic mobile advertisement, deeps into the research of its value chain, summarizes and gets several typical business model. Latter, according to the former market analysis, it finds some problems that exist in the market of mobile advertisement, it designs a new mobile advertisement business model with the finding, and it raises two specific solutions, makes a marketing plan. At last, according to the case of Zhejiang China Mobile, it will provide a mobile advertisement solution which is combined with Zhejiang China Mobile situation, it makes a mobile advertisement marketing strategy, product strategy, price strategy, sales strategy, channel strategy after the whole analysis, and raises the service development plan and market expectation.