Research On Mobile Advertising Based On Business Ecosystem

This article analyses the status of China mobile's advertising business including the classification, characteristics, policy environment, and business model based on the theory of business ecosystem. It also develops the users'attitudes on mobile advertising model. The empirical study demonstrate the profitability, credibility, entertainment, interference are the main factors on users'attitudes.Based on the analysis above, this study develops structure model of mobile advertising business ecosystem, and define that the development stage is at the expansion stage of the ecosystem. It also makes a deep analysis on the key members of the ecosystem including advertiser, mobile advertising agency, mobile advertising carriers, telecom operators, terminal manufacturers and the target audience.Finally, we select the China Mobile as research object and analyze the tactics of its mobile adverting business from the view of STP, enterprise role, marketing, and media. We considered that China Mobile should play a key role in mobile advertising ecosystem and integrate various recourses to formulate marketing strategies for different segments and media, and then promote the growth of the whole system finally.