Research On Domestic Mobile Application(App) Advertising Development Under Industrial Chain Perspective

With the fast development of mobile internet industry, the population of the mobile internet users reached 0.7 billion by 2015 in China. While transmitting from PC to mobile devices, Internet advertising not only gets extended business and technological forms, but also is shaping its unique features. Under the thriving backdrop, app advertising has been gradually taking place of traditional mobile advertising methods(like short and multimedia messages, WAP advertising), establishing itself as today’s major advertising model as well as major marketing means. However, as a burgeoning advertising method, app advertising is still in the nursing stage in the overall industry chain. A lot of problems happen inevitably in the development phase and pose deep influence on the healthy development of China’s app advertising career. Under this background, it looms really significant to discuss how to build a reasonable App advertising industry chain.Setting mind on viewing this topic from industry chain angle, the author of this thesis started with an introduction of app advertising, a newly-born advertising form. The introduction summarized types of advertisement, ways of sales, pricing strategy and charging models. Later on, the thesis moved on to the analysis of industry chain of app advertising. This part defined the inner instinct of the industry chain, concluded interlocking factors in the chain, and analyzed the forming mechanism of the chain. Moreover, the thesis focused on the main problems, happening in the current industry chain, which includes the singleness advertising structure, the puerility of platform structure, the imperfection of advertising mechanism, the poorness of advertisement types, the lack of industry standard, polity and regulations. To solve those problems, the thesis offered a few optimization strategies, including extending industry chain with focus on intermediate links, aggregating industry chain depending on concentering on internet tycoons and mobile internet, promoting chain via enriching advertisement types, raising advertising levels and strengthening effect evaluation system, adjusting and controlling industry chain by means of perfecting trade standards.