摘要：手機媒體作為新媒體力量中重要的組成部分，在短短的十幾年時間里，已經越來越被公眾所熟悉和理解。當今時代，手機不僅僅被局限在其被發明出來的語音通信作用里，隨著技術的成熟以及市場的需要，手機已經成為了一種兼具便攜性與互動性的媒體設備，其媒體功能和傳播優勢正在逐漸凸顯。然而，國際上對手機媒體的研究都比較匱乏，國內尚處于剛剛起步的階段，理論跟不上實際，無法對手機媒體的發展和應用進行充分的指引與規劃，是現階段限制手機媒體發展的一個主要因素。因此，本文對手機媒體的理論以及營銷模式進行了探索性的分析與研究。
論文首先進行了手機媒體的理論研究，梳理了手機媒體的發展軌跡，定義手機媒體的感念，介紹當下手機媒體的發展狀況，闡述手機媒體的特點。通過市場營銷學的知識和市場經濟學的原理，從盈利模式、經營策略、傳播形式三個角度多層次分析手機媒體的市場營銷策略。文章的最后部分通過以上分析，為我國手機媒體的發展提出一些建議，并指出其中存在的問題。
關鍵詞：手機媒體；媒體融合；媒體營銷；營銷策略
The Recearch Of Mobile Media Marketing
ABSTRACT : Mobile media as new media an important component of the power, in just ten years time, has become increasingly well known and understood by the public. The present era, not only is confined to his cell phone was invented in the role of voice communications, as the technology matures and the market needs, both phones have become a portable and interactive media devices, the media functions and highlight the advantage is gradually spread. However, international research on mobile media are more scarce, is still in the fledgling national stage, theory not keep up with reality, not on the mobile media development and application of adequate guidance and planning,Limit the development of mobile media at this stage a major factor. Therefore, this article on the theory of mobile media and marketing models of the exploratory analysis and research.
Firstly was the theory of mobile media research, combing the development track of mobile media, mobile media, the definition of gratitude, describes current state of development of mobile media, described the characteristics of mobile media. Through the knowledge of marketing principles and market economics, from the profit model, business strategy, communication form of multi-level analysis of the three angles of mobile media marketing strategy. Article, the last part of the above analysis, the development of mobile media in our country some suggestions and pointed out the existing problems.Key words: Chinese film; Commercial Blockbuster; Film Marketing; Marketing Promotion.
Key words: Mobile Media; media integration; media marketing; marketing strategy
