我國手機短信廣告發展初探

電子商務論文編號:DZ087  包括:開題報告及任務書,論文字數:14379,頁數:20

目  錄

1 引言 ..........................................................2
1.1問題的提出................................................... 2
1.2文獻綜述 .....................................................2
1.3創新之處及不足............................................... 2
2 手機短信廣告概述及市場前景分析 ................................3
2.1手機短信廣告簡介............................................. 3
2.2手機短信廣告的發展現狀 .......................................3
2.3手機短信廣告的市場前景分析 ...................................5
3 手機短信廣告的優勢及存在的問題 ................................5
4 手機短信廣告的發展策略 ........................................10
4.1改變用戶態度 .................................................10
4.2建立合理的盈利模式 ...........................................11
4.3運用合理的行銷方式........................................... 14
4.4增強管理、監督和法規意識 .....................................15
4.5運用技術、法律手段，保護手機短信廣告消費者的隱私 .............17
參考文獻 ........................................................19
致   謝 .........................................................20

摘    要
   
    隨著手機的普及，一種新的廣告媒體——“手機短信廣告”脫穎而出，它與傳統的廣告媒體相比較,短信廣告這一新媒體概念已被商界譽為“最具有前景的媒體”，被證明有著非常顯著的優越性。但目前我國短信廣告發展卻停滯不前，其主要原因包括用戶對手機短信廣告接受度低，技術手段有限，缺乏相關政策和監督管理，廣告主不合法或低效用的運用手機短信廣告，手機運營商消極對待廣告發布規則等等。
要排除這些障礙，使短信廣告在中國順暢地發展，首先，改變用戶態度是手機短信發展的突破口，然后，建立一套適合中國國情、可持續發展的盈利模式，運用合理的行銷方式，增強管理、監督和法規意識，最終，還要運用技術、法律手段，保護手機短信廣告消費者的隱私。

【關鍵詞】手機短信廣告 盈利模式 法律法規 運營商

Abstract

With the popularization of mobile phones, a new type of advertisement medium- -'SMS advertisement' becomes eminent. Compared with traditional advertisement medium, this new medium concept has already been considered as the most prospective medium by commercial circles, proved to be of notable superiority. However, SMS advertisement development in China has become stagnant. Its main reasons includes a low acceptance of SMS advertisement, limited technological methods, lacking of relevant policies, supervision and management, illegal or inefficient application of SMS advertisement by advertisers, negative attitudes towards advertisement issuing rules by mobile service operators, etc..
In order to overcome these obstacles and to smooth the development of SMS advertisement in China, the changing of user’s attitudes is the out-breaking of the development of SMS advertisement. Then we should establish a series of profit models that suit the China national situation and its sustainable development, adopt reasonable marketing methods and reinforce the awareness of management, supervision and law and regulation. Finally, we should protect the privacy of consumers of SMS advertisement by means of technology and laws.

【keyword】SMS advertisement; Profit model; Laws and regulations; Operators