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论文编号：	3861
作者编号：	2120092770
上传时间：	2011/11/29 20:52:16
中文题目：	手机媒体精准营销研究
英文题目：	Study on the Precision Marketing
指导老师：	齐善鸿
中文关键字：	手机媒体;精准营销;产业链结构;数据库
英文关键字：	Mobile media;Precision marketing;Industry value chain;Datebase
中文摘要：	随着移动通信技术的发展和电子产品生产技术的成熟，特别是3G技术的商用和4G技术的试应用，手机逐渐成为人类社会生活中不可或缺的参与者，手机也不再仅仅是打电话、发短信的工具，而变为一种集成了通话、娱乐、资讯等众多功能于一体的强大终端。正如人类历史上每一次技术革命都会带来社会生活、生产的变革一样，在传统媒体渐行渐远的同时，长满技术翅膀的手机媒体正以一种前所未有的崭新姿态飞入寻常百姓家，改写着人类的技术通讯史、改变着人类的社会生产生活。虽然目前的手机媒体还犹如一个蹒跚学步的儿童，但它与生俱来的多元性、互动性、私密性、及时性等优势也昭示着手机媒体不容忽视的灿烂未来。无论从社会学、经济学，还是新闻学、广告学等方面来研究和探讨手机媒体，这都是一个既有创新性又有现实意义的较佳课题。本文从市场营销的角度切入对手机媒体进行系统研究，通过对其自身特点、市场规律、传播特征等进行系统分析，最后给提出了手机媒体精准营销策略这样一个全新的研究课题。论文对手机媒体、精准营销这两个概念的相关理论知识进行了回顾和整合，也对以往手机媒体营销策略的研究成果进行了综述和提炼，进而就手机媒体的精准营销这一策略给出了系统的操作方案。同时，本论文以A组织为实例，结合A组织内部和外部环境，从精准营销的目标选择、操作方案、实施细则、效果考察等几个方面进行了系统探讨。另外，文章还针对其他营销方式与精准营销的互动操作方面进行了探索。最后，笔者还对全文进行了总结，提出了本文的创新及不足之处。本文采用了理论分析、文献分析、定量分析与定性分析、案例分析相结合的方法，对现实问题进行了论证与探讨，这无疑将对手机媒体营销的实际操作具有一定指导意义，也将对传媒市场环境的变革、传媒格局的重组提供可能的参照和预见。
英文摘要：	As the growth of automobile development and electronic product technology,especially the application of 3G and 4G in business,mobile is gradually taking an necessary part in human social life.Mobile has become a combination of communication,entertainment and information instead of a device to call and sms.It is just like any technological revolution in human histroy which brought changes to our life and manufacturing industry.Automobile media is changing human technological communication history as well as human manufacturing life in an unprecedented form flying into our lives as traditional media disappears. Automobile media is at the satring phase like a toddler learning to walk at the moment,however,its inherent diversity, interaction, privacy, timeliness and other advantages also shows that automobile media has a bright future.It is a good subject with innovation and practical value no matter where we start to study and develop automibile media in terms of sociology, economics, or journalism, advertising, etc. This dissertation reviewss automobile media in terms of marketing and leads to the subject that automobile media is an precision marketing strategy via anlysis of automobile characteristic,market rules and automobile propagating characteristic.This dissertation reviews and integrates the theoretical knowledge of automobile media and precision marketing, also refines the previous automobile media marketing strategy research. Meanwhile, this dissertation take organization A as an example which combines internal and external environment to study the effect of several aspects of the system discussed from the precise targeting of marketing, operational plan, implementation details. In addition, the dissertation also accurates for other marketing and interactive marketing, operational aspects of the exploration. At the end, the author also summarized the dissertation,referring to the innovation and deficiencies. A method his dissertation applies a method combining theoretical analysis, literature analysis, quantitative analysis and qualitative analysis, case analysis, demonstration of real issues, it will undoubtedly play an important part to automobile media marketing practice, also to the change of media market and restructuring of the media landscape.
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