【作者】 李慧；

【导师】 金永生；

【作者基本信息】 北京邮电大学 ， 企业管理， 2010， 硕士

【摘要】 本研究从商业生态系统理论的角度出发,通过对商业生态系统的内涵、结构、企业角色和发展阶段的研究,总结运用此理论分析具体问题的方法。同时,着重分析手机广告用户的认知、态度和行为,并构建手机广告用户态度及使用意向研究模型,根据模型提出假设并进行问卷调查,通过实证研究发现手机广告的收益性、可信性、娱乐性、干扰性是影响用户态度的主要因素。基于商业生态系统理论和对中国手机广告业务现状及用户的分析,本研究构建了手机广告生态系统的结构模型,界定了手机广告生态系统正处于生态系统的扩展阶段,并对系统中的主要成员,即广告主、手机广告代理商、手机广告运营商、电信运营商、终端制造商和用户做出了深入分析。本研究选取了中国移动为研究对象,基于商业生态系统理论,从企业角色、STP营销、市场推广、传播媒介这四个方面对中国移动开展手机广告业务的策略进行分析研究,认为中国移动在手机广告生态系统中应发挥骨干企业的作用,整合多方资源,制定不同细分市场、不同传播媒介的多元化营销策略,推动整个手机广告生态系统的发展。更多还原

【Abstract】 This article analyses the status of China mobile’s advertising business including the classification, characteristics, policy environment, and business model based on the theory of business ecosystem. It also develops the users’attitudes on mobile advertising model. The empirical study demonstrate the profitability, credibility, entertainment, interference are the main factors on users’attitudes.Based on the analysis above, this study develops structure model of mobile advertising business ecosystem, and define that the development stage is at the expansion stage of the ecosystem. It also makes a deep analysis on the key members of the ecosystem including advertiser, mobile advertising agency, mobile advertising carriers, telecom operators, terminal manufacturers and the target audience.Finally, we select the China Mobile as research object and analyze the tactics of its mobile adverting business from the view of STP, enterprise role, marketing, and media. We considered that China Mobile should play a key role in mobile advertising ecosystem and integrate various recourses to formulate marketing strategies for different segments and media, and then promote the growth of the whole system finally.更多还原