Research On The Construction Of Mobile Advertising Alliance Information Platform

With the daily improving of China’s telecommunications infrastructure, theenhancements of mobile device and the constantly increasing of3G networkcoverage area, mobile commerce, a new type of e-commerce, developed rapidly,especially in the mobile advertising business area, many business groups and adalliances were formed. However, due to the mobile advertising industry of Chinacurrently in the introductory phase, there are still many problems in the operatingmechanism, coupled with it that the internal management system as well asgovernment or industry policy of mobile advertising industry alliance is notperfect, resulting many problems in the mobile advertising. By means ofinformatization, this paper attempts to improve existing mechanisms based on theuse of mobile ad network platform to coordinate the legal and orderly functioningof the subjects of mobile advertising.This paper firstly analyzed and summarized the related business among themembers of the mobile advertising, the UML use case diagram was used toanalyze the relationship between members an between business, and then thebusiness processes of mobile advertising alliance was given. An ontology relatedtheory was put to the mobile advertising alliance information platform forrequirement modeling. First, ontology mapping method was used to map theinitial requirement of the stakeholders and semantic elements. Second, theconcepts and relationships of the obtained semantic elements were defined inontology category. Through a mapping function, the itemized requirementsdocument was mapped to the domain ontology. Third, Ontology reasoning wasdone with PROLOG language and UML, and then reasoning rules wereestablished, the initial latent demands were found, and the contradictionsbetween the initial requirements were deleted. By this methodology, therequirements document can be expanded and improved, high quality information system requirements can be attained. After that a set of index system wasestablished for the reasonable evaluation of the model. Based on the previousbusiness modeling, and combined with the idea of object-oriented system design,the module, basic class and database of the mobile advertising allianceinformation platform were designed. Then, according to the design above, weuse.NET and other technologies to realize the mobile ad alliance open platform,which based on B/S network architecture, providing a reliable platform tosupport the reasonable operation of the alliance. Finally, we use this platform todo an advertising successfully, achieving advertisers’ target by substantiation.