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论文编号：	11035
作者编号：	2120162839
上传时间：	2019/6/18 14:34:55
中文题目：	移动互联网媒体公司广告策略研究 ——以腾讯公司等为例
英文题目：	Research on Advertising Strategy of Mobile Internet Media Companies:Take Tencent and other companies as examples
指导老师：	赵伟 副教授
中文关键字：	移动营销；程序化购买；原生广告；用户购买；跨屏营销
英文关键字：	Mobile Marketing；Programmatic Buying；Native Advertising；User Buying；Cross-screen Marketing
中文摘要：	随着4G技术普及和智能手机保有量的提升，国内互联网网民的触媒习惯逐渐转向移动端，移动端也成为我国网民上网的主要形式。与之匹配的是，移动互联网广告营销的浪潮兴起，逐渐占据我国网络广告的大半壁江山。移动互联网的崛起，对以媒介为使命的传统营销产生了巨大的颠覆。基于消费者行为学等用户画像分析、用户个性化推荐的广告逻辑也在颠覆传统媒体以曝光为主的功能。而移动互联网市场本身也是竞争激烈，巨头的布局、新贵的出现，都为这个领域的发展注入了诸多可能和不确定性。而人工智能、大数据等技术的兴起和应用也加速了技术改变营销行业的步伐。未来，随着程序化购买、原生广告、跨屏营销的兴起，移动互联网营销又将步入新的纪元，令人期待。 本文从移动互联网广告行业的参与者中广告供应商——媒体的角度入手，分析了整个行业的规模趋势、影响因素和竞争格局。依托典型企业，对核心问题作了剖析梳理，包括用户对移动互联网广告的接受度不高、广告主对移动互联网广告的认可度有限，以及移动互联网终端分散化带来的跨屏挑战。 针对以上的挑战，提出了策略思考，分别是通过原生广告打破用户接受度困境的营销场景策略、通过程序化广告购买方式解决广告主接受度低的问题，通过媒体购买向用户购买的转变应对跨屏时代的移动互联网广告精准性和有效性挑战。 最后，依托行业核心企业腾讯、字节跳动的广告业务作为案例，分析其遭遇的挑战及做出的一系列调整。同时分析了两大平台在广告产品端的一系列升级，包括通过打通旗下产品矩阵，提供覆盖用户不同场景的广告营销策略；通过庞大的数据库提供精细化的用户精准投放策略；通过原生广告和自制内容IP的融合，为品牌广告主带来“品效合一”的效果。 本文研究的意义在于：对当下问题和发展趋势进行研判，针对性的解决媒体在移动互联网广告产品和业务层面面对的问题，有效提升广告信息与用户需求匹配的精准度，并为移动互联网媒体平台的广告产品升级建言献策，切实提升广告收入和服务能力。
英文摘要：	With the popularization of 4G Technology and the increase in the number of smart phones, the catalytic habits of Chinese Internet users have gradually shifted to Mobile Terminals, which have become the main form of Internet access for Chinese Internet Users. It is matched by the rise of the tide of Mobile Internet Advertising Marketing, which gradually occupies more than half of China's Online Advertising. With the rise of Mobile Internet, traditional Marketing with media as its mission has been greatly overturned. Advertising logic based on consumer behavior and other user portrait analysis and user personalized recommendation is also subverting the function of Traditional Media, which is mainly based on Exposure. The Mobile Internet market itself is also highly competitive. The layout of giants and the emergence of new tycoons have injected many possibilities and uncertainties into the development of this field. The rise and application of Artificial Intelligence, Big Data and other technologies have also accelerated the pace of technology change in the Marketing Industry. In the future, with the rise of Programmatic Purchasing, Native Advertising and Cross-screen Marketing, Mobile Internet Marketing will enter a new era, which makes people look forward to it. This thesis analyzes the scale trend, influencing factors and competition pattern of the whole Industry from the perspective of Media, which is the Advertising Supplier among the participants in the Mobile Internet Advertising Industry. Relying on typical enterprises, this thesis analyzes and sorts out the core problems, including the low acceptance of users to Mobile Internet Advertising, the limited recognition of advertisers to Mobile Internet Advertising, and the Cross-screen Challenge brought by the decentralization of Mobile Internet Terminals. In view of the above challenges, this thesis puts forward the strategic thinking, respectively was broken the plight of user acceptance by Native Advertising Marketing scene strategy, through Advertising Purchase stylized way solve the problem of low Advertisers acceptance, through the media to buy to users to buy response across the screen in the era of Mobile Internet Advertising precision and efficiency. Finally, relying on the Advertising Business of the core Enterprise of the Industry as a case study, analyze the challenges it encountered and make a series of adjustments. At the same time, a series of upgrading of Advertising product end is analyzed, including two products and cases: Programmed Advertising provides Advertising Marketing strategies covering different scenarios of users by getting through its product matrix, and provides refined user Big Data precise delivery strategies through 19 years of data precipitation; Through the integration of Native Advertising and homemade content IP, Brand Advertisers can achieve the effect of "Integration of Quality and Effect". The significance of this thesis lies in: on the present problems and development trend, corresponding solutions in Mobile Internet Advertising Media Products and Business Level, faced with the problem of effective promotion Advertising Information with the user requirements matching accuracy, and platform for the Mobile Internet Media Advertising products to upgrade consultation, to increase Advertising Revenue and Service Ability.
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