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论文编号：	7980
作者编号：	2120132761
上传时间：	2015/12/9 13:58:44
中文题目：	手机拨号app广告推送模型的可行性研究
英文题目：	Research of dialing app advertising push model for mobile phone
指导老师：	杨俊
中文关键字：	手机拨号APP；广告推送；盈利能力；可行性分析
英文关键字：	Phone dial APP；Advertising push；Profit model
中文摘要：	随着互联网信息技术的快速发展，智能手机逐渐成为手机行业内的主力军，智能手机操作系统获得了广阔的发展环境，但是在手机APP方面，与其相匹配的广告行业目前还处于起步阶段，特别是在广告信息的数据传送和客户信息识别方面存在巨大的发展潜力，商家通过手机APP的广告推送平台可以为客户带来既得实惠，并且在手机使用的过程中为相应的通信商带来业绩的增长，也是手机APP广告推送平台获得成功发展的重要推进因素，更是实现三方共赢更是最终目的。文章的研究以移动互联网广告和手机拨号APP平台为研究对象，通过对二者之间的内在关系分析来探索利用手机拨号APP推送广告这一商业盈利模型，并为推进该项技术的应用做出必要的理论证明。 在对手机拨号APP广告推送模型用户消费特点和接受度分析的基础上，文章借鉴了GT-RACING2的广告推送经验，得出以下结论：1. 充分研究应用程序的目标人群，做好用户分析工作，制定相应的营销方案；2. 应用程序广告主的选择要具有针对性；3. 广告内容不仅要具有针对性，还要做到分类明确；4. 产业链内各个元素之间默契合作是实现共赢的关键。 在盈利分析上，文章主要对广告主、项目运营者、软件开发商、电信运营商和智能手机用户展开介绍，并利用相关数据对其中涉及的成本和用户数进行了分析，其结论是项目运营的月平均成本为55万元，以0.15元/分钟为标准的通话费用基础上，初步拟定广告主单次向项目运营者支付0.2元，经过相应的资金分配后，当月点击次数达到1333万次时项目运营者可获得收支平衡，即最终用户量达到13.3万即达到可行标准。同时在该章节中还对该模型存在的一些问题进行了分析，并提出了相应的解决方法。
英文摘要：	With the rapid development of Internet information technology, smart phones gradually become the main force in the mobile phone industry, the smart phone operating system to obtain a broad development environment, but in terms of the mobile phone APP, match its advertising industry is still in its infancy, especially there is a huge potential for development in the data transmission and customer information recognition advertising information. Research articles to the mobile Internet and mobile advertising platform for the study dial APP, through the intrinsic relationship between the two analysis to explore the use of a mobile phone dial APP push this business profitable advertising model, and to promote the application of the technology to make necessary theoretical proof. Based on the model of mobile phone users dial APP advertising push consumer characteristics and acceptance analysis, the article draws on the GT-RACING2 advertising push experience, the following conclusions: 1. The full study of the application of the target population, good user analysis develop appropriate marketing programs; 2. the application advertisers to select targeted; 3. advertising content not only relevant, but also to achieve clear classification; 4. tacit cooperation between the various elements in the chain to achieve win key. On the profitability analysis, the article focuses on advertisers, project operators, software developers, service providers and smartphone users to expand introduction and use of relevant data on the cost and the number of users involved are analyzed, which concluded that the project operator quotient of the average monthly cost of 55 million yuan, 0.15 yuan / minute standard call charges, based on the initial development of a single advertiser pay 0.2 yuan to the project operator, through the appropriate allocation of funds, the month reached 13.33 million clicks times when the project operator available balance. In this chapter while also the model has some problems were analyzed, and the corresponding solutions.
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