Precise Marketing Research Based On Intelligent Mobilephone Advertisement

With the rapid development and popularization of smartphone, the large number offoreign capital inflow in China smartphone advertising market, under the support ofsufficient funds, smartphone advertising will become one of the core new media businessareas in the future. Under the precision marketing of network environment whichdetermines demand of users accurately by fully recording, intelligently classifying,analyzes users’ behavior and triggers buying behavior through interactive contact. Withsupport of the3G technology, accessing to internet, interactive capabilities and terminalperformance of smartphone are greatly strengthened, which makes smartphone to be thebest tool to implement precision marketing.Based on the perspective of communication, the thesis summarized the smartphoneadvertising’s concept, characterisitics, the release type and industry chain. Considering thefeatures of precision marketing and smartphone marketing theories, this thesissummarized the relevant literature and analyzed the implementation of precisionmarketing and smartphone advantage. This thesis also found out the advantages ofprecision marketing of the smartphone, summed up principles and strategies ofsmartphone precision marketing in the context of3G and built up the correspondingevaluation system. Finally, using the empirical research and case analysis research,through analysis the tiger map, Cadillac hand with Daniel to make the video advertisimentto demonstrate the effect of smartphone precise ads marketing and highlight the new trendof smartphone advertising in the future.