Analysis-mobilemarketingbusinessmodel-畢業(yè)論文翻譯

1、An alysis: mobile market ing bus in ess model(Research papersDownl oadn ews) the curre ntglobal mobile conn ecti ons has exceeded 40 billi on mark, China s mobile phone users has more than 600 million, ranking first in the worldOne, and continuedto grow rapidly. Deadline bythe end of January 2009, t

2、he country reached 649.715 millionmobile phone users, mobile phone penetrationrate reached 48.5% in January .2009 With the rapid growth of the domestic mobile phone users, SMS, MMS / RBT , WAP , mobile games and other mobile data services as well as the rapid developmentof 3G launch, mobilemarketing

3、ushered in unprecedentedopportunities fordevelopment,but in the development process, but alsothe obstacles.First, the defi niti on of mobile marketi ngThe developme nt of mobile marketi ng at home and abroad were late, so far there is no uniform defi niti on of the n ame. Abroad that the mobile mark

4、eti ngMobileMarketi ng.In the country was known as “ mobilemarketing ” , it was called “ wireless marketing, ” but 1morepeopleuse the former for mobilemarket ingresearch, domestic and foreig n literature is not much less likely to have books .2007 August,mobilemarket ingconcept advocates peace and c

5、ultural Royal Partner von published << > > a book mobile marketi ng The book will be mobile marketingis definedas “Mobilemarketingis the use of mobile phone, PDA and othermobile terminals for the media, combinedwith mobileapplicati ons market ing activities carried out.”Second, mobilemar

6、ket ingbus in essmodeldevelopme nt con stra intsFor domestic and foreigncompaniesin terms ofmobile marketing is an emergingapplication,effective,clear bus in ess model is not much, the in dustry is also still in the exploratory stage the parties. Restrict ing the developme nt of the main factors are

7、:1 distributi on value cha in con flict of in terestsOperators andmanu facturersgen erallyexistsbetween SP , advertising agencies and other intermediaries, multi-levelmarketing,value chain length distribution ofben efits complicated, is not con ducive to the rapid expa nsion of the advertis ing bus

8、in ess. Mobile advertis ingcarriers and mobile operators and han dset manu facturers does not form a complete ben efits shari ng model. mobile advertis inghow to price? how to develop moreapplicati ons toprovide more pers on alizedservice?han dset manu facturers how to coord in ate the in terests of

9、 all harmonizedstandards? profit sharing how? these arenot a mature program can refer to. thus affecting the cooperati on of all parties for market ing model inno vati on in itiative.(2) lack of contentHTML format with fixed Internet compared to richcontent, mobile content producti on very in adequa

10、te information,such as the existingWAP site for mobileusers do not have the characteristics of the developme nt of inno vativecontentapplicati ons,content similarityun attractive for mobile phone users, reduc ing the mobile phone users accessen thusiasm,thusaffect ingtheeffective developme nt of WAP

11、 propaga nda model.3 insufficientunderstandingof enterprise mobilemarketi ngAlthough most companies faintly smell the breath of the developme nt of mobile market ing, but because ofthe basic lack of understanding of value-added data services for mobile marketing,which also kept the basicoperati onof

12、 a sense of stra nge, well known with in thefield of service providers is un heard of, and the n coupled with the field of mobile marketi ng and tech ni cal kno wledge related to the ignorant, thereby reduc ing the participationof mobilemarketing applications and apassi on for inno vatio n,affect in

13、gthe developme ntofmobile marketi ng model.4. Pers onnel con stra intsSince the developme nt of mobile marketi ng is not long, many compa nies en gaged in mobile market ing staff are not professi on als, lack of aware ness on the marketi ng concept, market positioning and segmentationof usersonly sketchy, i n practice, jus