The Current Status Of Moblie Advertsing Study In China And Strategies To Its Problems

The development of Media Technology changes the course of Media Form; while the change of Media Form brings the revolution to Ecology of Communication. After experiencing the golden age of Speech Communication, Literal Communication, Press Communication and Electric Communication, Internet Communication makes a great process because of its specialty and brings a significant impact to Media Ecology. As a personal and portable wireless network multimedia,The appearance of Mobile Media happens to hold the same view with the fragmentation of current society. Mobile advertising is the product of the development of mobile media technology. An entirely research of Mobile advertising study has emerged according to the development of mobile advertising. In China, it takes mobile advertising study about10years of time to experience a successful development from scratch. Unfortunately, most current researches are only personal actions from researchers without system or planning but with much duplication. Further more, most researches are only remaining at the top and lack of deep thinking. Most of all, we do not have a systematic analysis regarding the whole mobile advertising study.This paper tries to draw the current status for mobile advertising study in China, analyzing its features and providing possible strategy to its problems. The first charter is an introduction, providing the study background, method and innovations. In the2nd charter, this paper will picture the status of mobile advertising study in China. Its main contents are the development of mobile media technology, the growth of mobile advertising market, mobile users’features and the situation for professional mobile advertising agency. The body of this paper includes the following three charters. The3rd charter is a general introduction of mobile advertising study in China, including study of mobile advertising’s definition, feature and types, study of information propagation tactics, study of method of development and operation, study of information receiver, study of media regulation, study of advertising effects and some other studies. The4th charter is a status analysis of China mobile advertising study from time, quality and content based on data from CJFD, CMFD&CPCD. The5th charter tries to answer those questions among mobile advertising research. First, unify names of mobile advertising. A professional research to the definition of mobile advertising is needed to clarify its real concept. Third, do not remain at the top but do an Interdisciplinary deep Research. Fourth, strengthen the communication among researchers, and build an academic committee for mobile advertising. Fifth, introduce updated studies regarding mobile advertising from aboard and share it. The last part of this paper is Conclusion, bibliographies and gratitude.