Research On The Financing Problems Of China's Small And Medium-sized Mobile Internet Advertising Enterprises

With the rapid development of mobile technology,the distance between people and mobile phones is getting closer,and people's online behavior is shifting from traditional computer terminals to mobile terminal and other intelligent terminal devices,bringing unprecedented prosperity to the mobile Internet advertising market;mobile Internet advertising Companies need to invest more money to promote technology upgrades,data mining,industrial renewal,and financing issues have become important issues that limit the development of small and medium-sized mobile Internet advertising companies.The research in this paper aims to help analyze the status quo of financing and financing of small and medium-sized mobile internet advertising companies in China,and provides suggestions for improving the financing of small and medium-sized mobile internet advertising companies.This paper starts from the theory of modern capital structure and the theory of financing channels,and analyzes the changes of small and medium-sized mobile enterprises in China.The status quo and problems of Internet advertising company financing;combined with the experience and deficiencies in the financing development process of WB mobile internet advertising companies,provides countermeasures and suggestions for China to further improve the financing of medium and small mobile internet advertising companies;the article mainly analyzes and analyzes the following aspects:First of all,this article summarizes and analyzes the theory of contemporary capital structure and the theory of corporate financing channels,providing the theoretical basis for the following chapters.Secondly,the concepts and forms of expression of mobile internet advertising are summarized,and the advantages of mobile internet advertising over traditional advertising are compared and analyzed.The development course and development status of China's mobile internet advertising companies are described.Corporate financing issues provide industry background support;Thirdly,the choice of financing channels for SMEs can not be separated from the measurement of channel risks and capital costs.This paper analyzes the existence and feasibility of different financing channels on the basis of the division of corporate financing channels,and integrates small and medium-sized mobile internet advertising companies in China.The status quo summarizes the current problems.Then,a case study was conducted to analyze the financing results of WB mobile internet advertising companies and summarize the good experiences and existing problems in the financing,combining the development and financing history of WB mobile internet advertising companies and the choice of financing methods.Finally,on the basis of the above research,this paper proposes countermeasures and suggestions for further improving the financing of small and medium-sized mobile internet advertising companies in China.