A Strategic Planning Of Telecommunications Operators' Internet Advertising

The three growth curves of telecom operators are traditional communication services,Internet data services and digital content services.After the decline of traditional services,the rate of internet traffic and the OTT business,the user amount of the three operators in China are gradually saturated,and three curves are weak.Where is the new growing point of the telecom operators?After a long period of discussion in the industry,learning from the Internet companies:reducing the proportion of direct charges to individual customers,increasing the rate of charge to third party enterprises.on the basis of maintenance of personal customers,telecom operators can provide value-added services to industry customers.In addition to the sale of telecom services,the industry is keen to realize that the network pipeline provided by the telecom operators is full of customer data.With the advent of the big data age,the mass behavior data that could not be processed before can be analyzed now.With the help of data mining capability of big data,telecom operators can change their data to cash.From the macro environment,the Internet advertising industry environment,telecom operators business capability,the real case of Fujian CMCC,This paper will expound the telecom operators business strategy and practice in the Internet Ad field by using PEST model,SWOT model,case analysis,and data mining research methods.According to the evaluation of practice results,it verifies the operability of Programmatic AD Buying in telecom operators.The core ideas and conclusions of this paper come from the chapters 3,4,5 and 6.Chapter 3 expounds that the telecom operators' is suitable to enter the Internet advertising industry through macro environment analysis,industry chain analysis and telecom operator capability analysis.In Chapter 4,according to the analysis results of the third chapter,we put forward a comprehensive strategy for telecom operators to enter the Internet advertising industry.Chapter 5,taking Fujian CMCC's Internet Advertising Platform as an example,verifies that the telecom operation has the ability to build advertising platform.Chapter 6,taking "Migu Reading" target customer mining and marketing as an example,verifies the implementability of telecom operators operating advertising business.