| With the rapid development of wireless communication technology and widespread use of smart phones, mobile phone advertising has become an important mass communication media because of the combination of mobile phone and Internet. How to build a major mobile advertising platform has become the hot issues of mobile advertising research because there are a number of shortcomings to the current mobile phone advertising form in display mode and effect of advertisement, data statistics, precise placement and so on.Firstly, the thesis describes the research background of the subject and analyses the present situation of mobile phone advertising. Secondly, the thesis describes the related technologies of the mobile phone advertising platform which plays an important role on realizing the platform function. Moreover, according to characteristics of the mobile phone advertising platform, the thesis also analyses in detail the function which the platform should have from the start with the needs of different user roles and establishes the use case diagram using UML. What's more, the thesis offers a general architecture and implementation plan on the basis of needs analysis, meanwhile, it partitions and designs the modules and functions and set the standard for communication protocol which is the rule for mobile phone advertising management system and mobile client data exchange format, Furthermore, the ER diagrams are given respectively for each role and the system's database is designed through the analysis of ER diagram. Finally, each module of mobile phone advertising platform is designed in detail and the implementation methods each module are described, including the timing diagram of some system module and the flow chart of each function module of mobile phone advertising mobile client.The best characteristic of mobile phone advertising platform lies in which it can links advertisers, software developers, mobile phone users in together. It provides more choice of advertising for advertisers and support variety of advertising strategies, meanwhile, itrealizes the precise placement of advertisement. Moreover, software developers only configure the SDK of mobile client which is provided by mobile phone advertising platform, the software will have the display and receiving function of advertisement, it provides an effective approach which can gain by software for the mobile software developers. |
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