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手机媒体营销分析

论文编号:WHCY134 论文字数:14353,页数:17 附任务书,开题报告,外文翻译,文献综述

摘要：手机媒体作为新媒体力量中重要的组成部分，在短短的十几年时间里，已经越来越被公众所熟悉和理解。当今时代，手机不仅仅被局限在其被发明出来的语音通信作用里，随着技术的成熟以及市场的需要，手机已经成为了一种兼具便携性与互动性的媒体设备，其媒体功能和传播优势正在逐渐凸显。然而，国际上对手机媒体的研究都比较匮乏，国内尚处于刚刚起步的阶段，理论跟不上实际，无法对手机媒体的发展和应用进行充分的指引与规划，是现阶段限制手机媒体发展的一个主要因素。因此，本文对手机媒体的理论以及营销模式进行了探索性的分析与研究。
论文首先进行了手机媒体的理论研究，梳理了手机媒体的发展轨迹，定义手机媒体的感念，介绍当下手机媒体的发展状况，阐述手机媒体的特点。通过市场营销学的知识和市场经济学的原理，从盈利模式、经营策略、传播形式三个角度多层次分析手机媒体的市场营销策略。文章的最后部分通过以上分析，为我国手机媒体的发展提出一些建议，并指出其中存在的问题。
关键词：手机媒体；媒体融合；媒体营销；营销策略

The Recearch Of Mobile Media Marketing

ABSTRACT : Mobile media as new media an important component of the power, in just ten years time, has become increasingly well known and understood by the public. The present era, not only is confined to his cell phone was invented in the role of voice communications, as the technology matures and the market needs, both phones have become a portable and interactive media devices, the media functions and highlight the advantage is gradually spread. However, international research on mobile media are more scarce, is still in the fledgling national stage, theory not keep up with reality, not on the mobile media development and application of adequate guidance and planning,Limit the development of mobile media at this stage a major factor. Therefore, this article on the theory of mobile media and marketing models of the exploratory analysis and research.
Firstly was the theory of mobile media research, combing the development track of mobile media, mobile media, the definition of gratitude, describes current state of development of mobile media, described the characteristics of mobile media. Through the knowledge of marketing principles and market economics, from the profit model, business strategy, communication form of multi-level analysis of the three angles of mobile media marketing strategy. Article, the last part of the above analysis, the development of mobile media in our country some suggestions and pointed out the existing problems.Key words: Chinese film; Commercial Blockbuster; Film Marketing; Marketing Promotion.

Key words: Mobile Media; media integration; media marketing; marketing strategy

目录
绪论 1
（一）选题背景 1
（二）文献综述 1
（三）研究意义 1
一、第五媒体—手机媒体 2
（一）手机媒体的形成 2
（二）手机媒体的定义 2
（三）手机媒体的发展现状 2
二、手机媒体的发展趋势及其中存在的问题 3
（一）手机媒体发的发展趋势 3
（二）手机媒体营销中存在的问题 3
三、手机媒体营销模式 5
（一）手机媒体营销模式的特点 5
（二）手机媒体的盈利模式 6
（三）手机媒体的经营策略 7
（四）手机媒体的运营模式 9

（五）手机媒体的发展模式 9
四、手机媒体营销实例分析 11
（一）温哥华冬奥会中的手机媒体营销 11
（二）以温哥华冬奥会为例分析手机媒体营销 11
五、结论 12
致谢 13
参考文献 2

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