| Recently, the new networkcommunication technologies have always been emerging. The development of communication technology and terminal's intelligence not only stimulate the economy, but also changing the consumption idea of people deeply. The consumers prefer the rich mobile data services to the basicvoice services, so research to new kinds of mobile data services is becoming one of the hot spots in added value service. As a new-style mobile data service, mobile advertising service takes providing personalized advertising content as its core mission, it uses the particular technical features and operating mode of mobile communication technology to supply the advertising industry with a more effective marketing channel.Compared with the traditional advertising, such as TV ads and newspaper ads, mobile advertising has two advantages. Firstly, mobile advertising can contact the subscribers whenever and wherever. Secondly, mobile advertising can provide more precise, personalized and customized advertisement delivery channel. However, owing to the new start of mobile advertising and the complexity of mobile communication service, research on the domain analysisand modeling, advertisement delivery process and Interactive mechanism between mobile advertising platform and service platform is scanty.Therefore, a unified mobile advertising platform with multi-role support and multi-service access is necessary. As the core of mobile advertising platform, advertisement delivery subsystem is responsible for domain modeling, advertisement scheduling, advertisement delivering and common interactive mechanism designing between different platforms.The thesis focuses on design and implement of the advertisement delivery subsystem in mobile advertising system, it's composed of five chapters.The first chapter is a introduction, which introduces the origin and present situation of the mobile advertising platform.The second chapter is about the thesis background, at first it introduces the mobile advertising service, and then makes a definition for mobile advertising platform, it also discusses the features, role differentiation and the business process, at last, it leads to the delivery subsystem.The third chapter makes a design proposal for the delivery subsystem. After specifying the orientation and requirement, the thesis makes a overall design from two angles, the function structure angle and technical architecture angle.The forth chapter is the detailed design of the advertising delivery subsystem. The last chapter summarizes the whole thesis, puts forward the future study orientation and the outlook of mobile advertising platform. |
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