中國手機(jī)廣告的生存現(xiàn)狀和未來廣告學(xué)專業(yè)畢業(yè)設(shè)計畢業(yè)論(已修改)
2025-06-22 23:58 本頁面
【正文】 1 中國手機(jī)廣告的生存現(xiàn)狀和未來 內(nèi)容摘要 ： 在我們的生活當(dāng)中，當(dāng)問及什么東西最多時？很多人都會回答“廣告”。仔細(xì)觀察我們的生活，鋪天蓋地的全是廣告。隨著時代的發(fā)展，手機(jī)媒體作為 報紙、電視、廣播、網(wǎng)絡(luò)四大媒體之后出現(xiàn)的“第五 媒體 ”，受到越來越多的 廣告主的注意，而手機(jī)廣告也成為大眾生活的一部分。 從 1987 年中國移動通信發(fā)出神州第一波到今天，中國移動通信事業(yè)己走過了 20 多年光輝歷程。 如今，通信技術(shù)的發(fā)展又為我們帶來手機(jī)這個 繼電視機(jī)、電腦之外成為第三塊屏幕。盡管屏幕小、上網(wǎng)速度慢等缺陷影響了受眾的第五媒體體驗(yàn)，但 由于手機(jī)媒體的個眾性、交互性、移動性、擴(kuò)散性 、及時性 等獨(dú)特的特性，這塊帶著體溫的屏幕讓我們無法小覷。它擁有其它媒體無法比擬的優(yōu)勢，而有媒體就有廣告，手機(jī)廣告 也 應(yīng)運(yùn)而生。 由于 3G 技術(shù)的成熟與普及，手 機(jī)已變成一種特殊的傳播符號。手機(jī)廣告作為全新的廣告形式，具有及時性、移動性、互動性、分眾個性化和自發(fā)傳播 等優(yōu)勢和特點(diǎn)。以 短信和彩信廣告，游戲廣告、視頻廣告、彩鈴廣告、 WAP 廣告、內(nèi)置廣告等廣告類型 受到廣告主的青睞。 雖然我國目前手機(jī)廣告已進(jìn)入成長階段，但手機(jī)廣告發(fā)展還存在一些問題。 隨著 3G 時代的到來，手機(jī)廣告的發(fā) 展越來越快，也越來越好，其未來發(fā)展將呈現(xiàn)十大趨勢。 關(guān)鍵詞： 手機(jī)媒體；手機(jī)廣告；發(fā)展現(xiàn)狀及對策；未來趨勢 2 China39。s mobile advertising survival status and future Abstract： In our lives, when asked what the most? Many people will answer advertising. Careful observation of our lives, the overwhelming advertising. With the development of mobile media as newspapers, television, radio, work four media after the emergence of the fifth media by the attention of more and more advertisers, mobile advertising has also bee part of public life. Issued by the China Mobile Communications Divine first wave from 1987 to today, the Chinese mobile telemunications industry has gone through the glorious history of more than 20 years. Today, development of munication technology has brought us this phone following the third screen TV, puter outside. Despite the small screen, slow access deficiencies affect the audience39。s media experience, but because of the unique features of a public nature of mobile media, interactivity, mobility, diffusion, timeliness, etc., this screen with a body temperature let us not be underestimated. It has the inparable advantage of other media, and there is media advertising, mobile advertising have emerged. Due to the maturity and popularity of the 3G technology, mobile phones have bee a special kind of munication symbols. Mobile advertising as a new form of advertising, timeliness, advantages and features of mobility, interactivity, Focus personalized and spontaneous dissemination. SMS and MMS advertising, game advertising, video ads, polyphonic ringtones, advertising, WAP advertising, builtin advertising and other types of ads favored by advertisers. Although China39。s current mobile advertising has entered the growth stage, but the development of mobile advertising are still some problems. With the advent of the 3G era, the development of mobile advertising 3 is getting faster and faster, getting better and better, its future development will show the top ten trends. Keywords: mobile media。 mobile advertising。 current situation and countermeasures。 future trends 4 目錄 一、緒論 ??????????????????????????? 5 （一）研究背景 ???????????????????????? 5 （二）研究意義及方法 ????????????????????? 5 二、手機(jī)廣告概念解讀 ????????????????????? 5 （一）手機(jī)廣告的定義 ???????????????????? 5 （二）手機(jī)廣告的特點(diǎn) ???????????????????? 6 1. 即時性和移動性 ?????????????????????? 6 2. 互動性 ??????????? ??????????????? 6 3. 分眾個性化 ???????????????????????? 6 （三）手機(jī)廣告的類別 ????????????????????? 6 1. 短信廣告 ????????????????????????? 6 2. 彩信廣告 ????????????????????????? 7 3. 游戲廣告 ????????????????????????? 7 4. 視頻廣告 ????????????????????????? 7 5. 彩鈴廣告 ??????????????????????? ?? 7 6. WAP 廣告 ????????????????????????? 7 7. 內(nèi)置類廣告 ???????????????????????? 7 （四）手機(jī)廣告的 SWOT 分析 ?????????????????? 7 1. 優(yōu)勢分析 ????????????????????????? 7
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