Research On The Operation Mechanism Of The Leader Model Mobile Advertising Alliance

With the enhancement of China’s mobile technology, mobile devicefunctions, mobile business communications business, the rapid development ofmobile information services, and multimedia, location-based WAP business.Mobile ad accompanied by mobile business development, mobility, interactivityand diversity of mobile advertising, led to the development of mobile commerceindustry. However, China’s mobile advertising industry is in the introductionperiod, it isn’t clear of the corporate relationships with the mobile advertisingindustry, its internal operation law does not fully grasp, that is, without a cleargrasp of the mobile advertising operation mechanism, related companies drivenby the interests, leading to many problems of the mobile advertising, such as thebehavior of advertising agencies to deceive advertisers, user informationleakage, resulting in a large number of spam messages, the proliferation ofpornography, when user access to the user set traps and so on. These problemshinder or even destroy the mobile advertising’s development, had a seriousimpact on society.Through research on the interaction between mobile advertising relatedbusinesses, and its internal law of operation, That is, to grasp the operationmechanism of related businesses, which help to identify the lack of real operation,and provide direction for further seek solutions. Therefore, to reveal theoperation mechanism of the mobile advertising related businesses is the first stepin solving the existing problems of the mobile advertising, and it is also a verycrucial step. Based on the research status of mobile advertising and ad networks,this paper described the problems of mobile advertising in the developmentprocess, in view of the current development of China’s mobile business, startingfrom the perspective of the mobile advertising industry related businesses as a whole, to analyze the organizational structure of the mobile advertising alliancethat to made mobile operators as the leader. Accordingly, to use of the super-cycle theory to study the union members and their internal functions’ interactionrelationship of the mutual control and mutual assistance, that are required by thedifferent types of mobile advertising. And to use of the management entropytheory to reveal the internal entropy’s variation of the leader mobile advertisingalliance during the super-cycle operation. Accordingly, to use of the Brusselatormodel to measure the stability of the alliance’s operation, that help to control thestability of alliance’s operation. Through the above two aspects revealed theoperation mechanism of the leader mobile advertising alliance. In order to verifythe correctness of the mechanism, this article use Wang laoji Chinese New Yearwireless marketing as the example, to verify the mechanism, which is as theempirical research.