Study On The Development Of Mobile Advertising In The3G Era Of China

Mobilephone has already become one indispensable kind of communication meansin modern information society. The communication function of mobilephones not onlybrings convenience to our daily life but also makes mobilephones an important mediaterminal which receives and send informations in real time.With the3G licences were issued in domestic market and the increasingpopularizing rate of smartphones, mobile application service are affluent now andmobile internet has experienced rapid development in recent years. Mobilephoneadvertising gradually develops with the mature of mobilephone medium as its backdrop.Mobilephones have been seen by merchants as significant channels of future marketingthanks to today’s saturation of commercial information.Although we pay much attention to mobilephone advertising, its development isn’tlive up to people’s expectations because of its poor market performance. At present,mobilephone advertising is at the introduction stage and faces opportunities andchallenges in all aspects. On one hand, the development of mobilephone advertisingrelies on the technology upgrade of mobilephone terminal and enlargement ofcommunication broadband network flow, on the other hand, the developmentbottlenecks that mobilephone advertising faces are immature of industry chains andvagueness of operation modes and so forth.The thesis ultimately comes to a conclusion through systematical analysis relevantresearch literature and summarization of related interview between industry experts andmanufacturers combining with comparison of part undisguised industry developmentdata. There are three main parts in the thesis. The first part is summarization of existingresearch achievements on mobilephone advertising at home and abroad and then to findout achievements and problems of mobilephone advertising development.on the premise of the first part, the second part will make elaboration of currentdevelopment of mobilephone advertising through respective analysis of its marketperformance and the development environment. In the final part, to forecast futuredevelopment trend of mobilephone advertising by analyzing its new business growthpoints and industry pattern changes. The entire layout of the thesis is according to thethinking of finding, analyzing and solving problems. I hope to provide some valuablereferences for research on mobilephone advertising future development through relative accurately analyzing mobilephone advertising’s new development in the era of3G withforward-looking view combining with fresh data and systematic theories.