Research On The Promotion Strategy Of Advertising Effect Based On Mobile Internet Media

Since ten years ago, the industry of mobile internet in china has developed rapidly. The cost of internet has reduced since the 4G developed from the 2G. At the same time, the closed system like IOS and the open system like Android has become much more mature. A lot of domestic smart phone which is high quality and low price have captured the market of phone and more and more Chinese customer can own their smartphone. The service of application in the smartphone have moved from the closed market which is conducted by the operator to the open market platform. What’s more, the traditional CP (Content Provider) and SP (Service Provider) have converted themselves to the mobile market, which let out some APP which have hundred million user. The news APP and mobile website is a kind of entrance of internet flow which converge numbers of news and distribute them to the APP user.The mobile internet media have formed a kind of ecosystem which include the content production, flow aggregation, distribution and liquidation. The combination of mobile internet technology and advertisement has formed the unique model of AD value gradually. At the same time, this report also found that there are quite a different between mobile internet and the offline media in the area of equipment, interaction and the habit of user. There also lack the recognized effective standard of assessment. The disadvantage of design, development and operation will not only influence the revenue of advertisement but also do harm to the UE and increase the probability of user loss.Our research will focus on the goal of increase the effect of Mobile Internet media advertising. We will do the innovation based on the result of most influenced research and combine them with the knowledge of communication study, advertisement and the theory of consumer psychology. Then we combine the result of research with the practice of internet mobile operation and finally find the way to build the model of advertisement operation which is suited to the mobile internet media. Provide the conference to the promotion of design, development and operation.Firstly, we will review the history of mobile internet advertisement and find the trend of development. Secondly, we arrange and conclude the relevant research about mobile internet advertisement, then take the research of the relationship between advertisement,media and user and find the framework though there are just a little of conference research about it. We will get the definition of the effect of mobile internet advertisement and the assessment model. Thirdly, we also do the research about the APP-. SMS and WAP, and studied the habit of user、the display form and effect and the model of operation deeply in the view of user and media. Forth, we conclude the model of operation practice and find the effective way to improve the operation based on the operation model which including the assessment of AD result, influence factors and tools of improvement.