［精品］3G背景下以数字营销为基础的手机媒体营销.doc

3G背景下以数字营销为基础的手机媒体营销 内容摘要： 随着第三代移动通信技术（以下简称3G）在我国开始普及和应用，手机传统的通讯功能将不断弱化，而基于移动互联网的多媒体功能开始得到广泛应用，手机媒体作为一种新兴的媒体越来越受到人们的重视。在手机媒体渐成主流的同时，手机媒体受众的分众化也渐渐改变了传统媒体受众的大众化的特点。如何应对和利用手机媒体受众分众化的特点成为众多手机媒体服务提供商需要应对的难题。本文试图以数字营销的理论为突破口为解决这一难题做出有益的探讨。首先，详细分析了手机媒体产生的背景和当前手机媒体的特征，以阐明手机媒体的来源和手机媒体区别于传统媒体的一些基本特征；其次，分析了手机媒体的主要营销形式及其发展趋势；再次，提出了数字营销的概念，分析了用数字营销应对媒体分众化的优势及效果；最后，为手机媒体服务提供商提供了以数字营销为基础的营销策略。 关键字： 手机媒体； 数字营销； 3G； 营销分析 ABSTRACT As the third generation mobile communications technology (3G) beginning popular in our county, the traditional function of mobile phone to communication is weakening. At the same time, the multimedia functionality based in the mobile Internet has been widely used. The handset media act as a new media has been paid more attention by people. While the handset media gradually becomes the mainstream, the audience-segmentation of the handset media has gradually changing the characteristic of traditional media. How to cope with and make use of the audience-segmentation which are becoming the most valuable problem to this corporations who offer the handset media service. This article attempts take the dig marketing theory as a breach to make the beneficial discussion for solve this difficult problem. At first, it analyses detailed the background of the handset media’s birth and characteristic to clarify the handset media’s origin. Secondly, it analyses the main marketing form and develop direction of the handset media. Thirdly, putting forward the conception of dig marketing and used with dig marketing to analyzed the advantages and impressions of coping with the audience-segmentation. At last, it put forward some marketing strategies which based with the dig marketing theory for this corporations who offer the handset media service. KEY WORDS The handset media; dig marketing; 3G; the marketing analysis 目 录 一、绪论 5 （一）研究背景 5 （二）研究目的 5 （三）研究方法 5 二、移动互联网的概述 6 （一）移动通信技术的发展及演进 6 （二）3G技术及移动互联网的特点 7 三、手机终端的概述 7 （一）手机终端的特点 7 （二）手机终端的现状 8 四、手机媒体的概述 9 （一）手机媒体的产生 9 （