Studies On Operating Of Mobile Phone Advertising Based On Customer Delivered Value

With the development of mobile Internet, as a new adver tising vehicle, mobile phone advertisement has become an important part of m obile advertising. Although mobile phone is endowed with the advantages of the press, TV, Internet and even all media, the current advertisers hold a wait-and-see attitude and the users pay not so much attention towards it. One of the reasons behind this is that there is something wrong with advertising operation. Because of this, mobile phone advertisement offers relatively low value for its users. This paper is about mobile phone advertisement from customer perspective and focuses on delivered value, which is necessary.Based on the "Customer delivered value theory", this paper analyzes customer delivered value of new content in the mobile Internet era, and elaborating major players in the mobile phone advertisement operations and processes. At the same time, the paper elaborates the customer delivered value theory which is applied to the operation of mobile advertising research. On this basis, the paper pays special attention to the compo sition and factors of users delivered value of mobile phone, which has constructed a mobile advertising user delivered value model. In the framework of the model, the pap er analyzes problems and causes of the current mobile advertising operations. Accordin g to delivered value theory, this thesis eventually discusses how to enhance users delivered value in mobile phone ads operation.This paper argues that the most appropriat e time, context, on-demand is the source of customer total value in the mobile Internet era. Big data, lack of concentration, privacy are important part for the customer total cost. In the process of mobile advertising operation, the total user value includes meeting the needs, interactive reciprocity, entertainment aesthetic and self-realization; the cost includes attention abstraction, capital-cost, risk-cost. The realization of the users’ delivered value is directly influenced by the contents and forms, launching platforms and methods, reward mechanism, and advertisement model in terms of mobile phone advertisement.There are some problems existing in the current mobile phone advertiseme-nt operation, varying from preliminary positioning to content origin-ality, launching and regulations. Some reasons account for the above problems. On the one hand, operators and content providers neglect their duties, on the other hand, the whole industry, lacking of effective supervision, is in their immature development. Moreover, the limitation of the mobile phone is also the reason. Only by enhancing the users’ total value, reducing users’ total cost, and exploring new development mode of mobile phone advertisement, can delivered value be improved to the greatest degree.