The Development Strategy Research Of Mobile Advertising In3G Era

In early January2009, China mobile, China unicom, China telecom won the3Glicences, markedChina’s officially enters the3G era.The applications and escalates of3G technology. speed up the mobile Internet and the speed of data transmission,expand the mobile phone as a new media development space. As the3G technologymaturity and the growing number of users, more and more advertisers turns eyes tomobile advertising. The advertising value of mobile advertising is becomingincreasingly prominent. The domestic industry and practice begin to research andexploration the3G mobile advertising, But there is few of the development of mobileadvertising strategy under the3G conditions. So this thesis is based on thecommunication, advertising, economics and other related theories, analysing thedevelopment and bottlenecks of mobile ads, discussing in detail the3G mobileadvertising age of various development strategy, to provide reference for advertisersand enterprises.First, the paper describes the related concepts of3G, mobile phone,mobileadvertising media, and existing research results in detailed, makes a comparison ofmobile advertising and traditional media advertising.and does a more detaileddescription of this article’s research background, objectives, methods and status.Secondly, the paper discusses the opportunities and the problems of mobileadvertising in the3G era,on the basis of elaborating the current situation of mobileadvertising, the advantages of mobile advertising the in3G era. The opportunitiesmainly lncludes: mobile ad market has been further expanded, performance in theform of mobile advertising has been enriched and so on. The problems mainlylncludes: the spread of spam, the privacy of users has been violated, the contents ofmobile ad is not attractive enough, etc.Then the article analysis the results o f thesurvey about attitude of3G users for mobile advertising by the author. From theresults of the questionnaire can be seen that there are demands for the3G era ofmobile advertising. However, due to some problems that exist in the mobileadvertising hindered the healthy development of mobile advertising.Finally,the paper descripes of the development of mobile advertising in the3Gera in detaile, on the basis of the analysis in the era of3G mobile advertisingproblems and the author’s the questionnaire. In the most important thing is to seek theconsent of the user’s strategy to win the trust of consumers and respect their wishes. And accurate analysis based on consumer data to provide users with personalizedadvertising messages; Innovative strategies for mobile advertising contents accordingto the characteristics of mobile to customize the advertising contents; In the mobileadvertising forms of innovation strategies, According to various value-added businessadvantage to innovation, Such as prominent the features of mobile phone searchadvertising in localization search features, enhanced the mobile fun of mobile gameadvertising, Play integration advantages of the mobile phone two-dimensional code ofadvertising on traditional media, etc; In the humanization of the mobile advertisingbusiness promotion strategy to implement the customization of mobile advertising,striving for a good interaction with the user, and also through the development ofrational pricing model of advertising to attract more users.