手机广告可行性和其模式探讨.pdfVIP

II Abstract In recent years, mobile telephone is the most attractive new media in Chine. SMS is also became the new economic developed point of internet and other industries, and it has attracted many attention by its active behave. But there is few study on the cellphone spam, it just because at present, most of the advertising on mobile phone are inveracious, that made people detest it, and also made them suspect the feasibility of the cellphone spam. Through analyzing these problems, the article finds some solutions, which may improve the cellphone spam marketing growth healthily. But healthy development for cellphone spam also need good advertising modes. This paper explores two fields mainly: SMS and voice service. Base on the characteristics of SMS, the author puts forward four kinds of advertisement releasing methods and five advertising modes by classifying ad owner. The author hopes all of these can provide reference meaning for present market. This paper is divided to five parts. The first part is prolegomenon, summarizing the achievement and the shortage of the former research, pointing out the purpose, significance and method of the research. The second part analyzes the actuality of mobile phone ad at present Chinese market. The third part points out some advantages and problems of cellphone spam, and then, giving the solutions one by one. The paper’s key point and innovative section is the fourth part. The fourth part introduces the trait of SMS and the SMS actuality in China detailedly, raising five kinds of ad releasing modes in a creative way. In the last part, the author expects good future of cellphone advertisement in 3G time. Key word: cellphone Media, SMS, cellphone spam, advertising mode, 1 1 绪 论 1.1 研究目的 著名文化传播学者麦克卢汉指出 “任何新媒介都是一个进化的过程 一个生物 裂变的过程 它为人类打开了通向感知和新型活动领域的大门 ”1从消息树到尺素书 简 从报纸杂志到广播电视 从电话传真到 BP 机 从电脑网络到移动手机 人类需 求的多样化与科学技术的发展进步 一次次推动了信息传播工具的革命 从而推动 了人际交往方式的变革 从这样的背景来看 手机作为一种新的传播手段 具有着 深刻的时代意义和文化意