Study On Precision Marketing Of Mobile Advertising In The 3G Era Of China

Ministry of Industry and Information Technology issued three 3G licenses, including the TD-SCDMA license to China Mobile, and the WCDMA and CDMA2000 license to China Unicom and China Telecom respectively January 7,2009. This marked China formally entered into the 3G era, and also declared a new era of mobile Internet coming round.The features of Mobile media including personalization, classification, orientation and interaction, meet the characteristic of advertising better, which is a great new potential media ads. Under the precision marketing of network environment, it determines demand of users accurately by fully recording, intelligently classifying, analyzing the users' behavior, and triggers buying behavior through interactive contact. With support of the 3G technology, access to internet, interactive capabilities and terminal performance of mobile phone was greatly strengthened, which makes mobile to be a best tool to implement precision marketing.3G landing just more than a year, the major operators, content providers, service providers, hardware manufacturers, and other subject in the 3G industry chain take action one after another to grab 3G commercial opportunity. Compared to so explosive 3G atmosphere, mobile advertising has not been given due attention. The author believes as the most mature business model and service model, advertising is not only the important model 3G industry, but also is a main driving force to drive the further development of future mobile internet.This paper summarized the relevant literature, considering features of precision marketing and mobile marketing theories of, analyze the implementation of precision marketing and mobile advertising advantage and found out the advantages of precision marketing of mobile. It also summed up principles and strategies of mobile precision marketing in the context of 3G,and built up the corresponding evaluation system.Many experts and scholars at home and abroad recognized the importance of the precision marketing under the context of 3G, also published a number of related papers and articles. But they just studied for one point (e.g. mobile media, precision marketing and so on), there is no systematic research results to appear. Based on this finding and related theories of 3G mobile media and precision marketing, the author investigated the implementation of marketing strategies and effect evaluation methods about mobile precision marketing in the 3g environment, and through relevant case studies, identified practical problems and seek out appropriate solutions. The main business forms of precision marketing of 3G mobile were introduced in the part, and made corresponding evaluation and prediction on the basis practice of mobile precision marketing.This article with six chapters, described a series of basic questions of mobile advertising to achieve precision marketing under the new background of 3G mobile communication technology. By the cases studying,the author also summarized the experience and related problems to help to provide accurate theoretical and methodological guidance.Chapter 1:Explaining the background and significance of this topic, and sorting out and presenting related research of 3G precision marketing at home and broad. After that, the author could clear the contents and methods of this paper and find the innovative breakthroughs. The author also drew out the framework map.Chapter 2:Through collating and summarizing the theory about mobile media and marketing in the context of 3G,make new features and ideas of the new environment clear, to provide basic theories for research of implementation strategy.Chapter 3:Explaining the status of mobile advertising from the mobile advertising industry chain, business models and business model, analyzing advantages in cost., audience and effects from the audience of mobile advertising.Chapter 4:Describing the principles, strategies and methods of the precision marketing using 3G mobile and trying to set up a assessment system to evaluate marketing effect. This part was the key part of the paper, presenting a number of innovative ideas and theories with strong practicability aiming at practical guidance.Chapter 5:Introducing current common application form of 3G mobile precision marketing at home and abroad, such as mobile search advertising, mobile SNS advertising, mobile video advertising, to illustrate how to use mobile to achieve precision marketing in this way.Chapter 6:This is conclusion part. In this part, the main contents of this article were summarized, and looked over the prospect of precision marketing, for future research.