Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on the Operation Mode of Mobile Advertising Alliance under the Cloud Computing Environment

Author LiuDan
Tutor DiLiLi
School Harbin University of Science and Technology
Course Management Science and Engineering
Keywords mobile advertising operation mode cloud computing environment
CLC F274
Type Master's thesis
Year 2013
Downloads 33
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As the development of3G network in China, the popularity of intelligentmobile terminal and the continuous growth of the mobile Internet users, promotethe rapid development of mobile advertising industry. Mobile advertisinginteractive, personalized become the effective way for people to facilitate accessto information, its low cost characteristics has become one of the key factors foradvertisers to carry out marketing activities considered. In recent years, themobile advertising market in China although presents large-scale growth, but stillin the import market. Mobile advertising alliance in the actual operation in thepresence of members of corporate responsibility fuzzy, the target audience is notclear, advertising pricing and profit distribution is not reasonable, lead to spammessages spread, advertising effect is not obvious, the content of low credibility.Cloud computing brings new development opportunities for the mobileadvertising service, the business concept in promoting cooperative relationsbetween alliance members at the same time, it brings new ideas to profit mode ofmobile advertising. Cloud computing infinite expansion of storage space andpowerful computation ability, can quick analysis mobile advertising customerdemand, consumer behavior, terminal system and other data, thus accurateadvertisement content delivery, improve the mobile advertising effect. Therefore,this article from the operation, marketing and profit of three aspects, through theresearch on the operation mode of mobile advertising alliance in the cloudcomputing environment, put forward for sustainable development operationsolutions for the mobile advertising.This dissertation firstly analyses the existing problems in the mobile advertising service and cloud computing bring advantage, to reveal the feasibilityof mobile advertising business in the cloud environment, and analyzes thestructure and characteristics of the leader type mobile advertising alliance. Onthis basis, with the help of product value model and the choice of probabilityformula, analysis is applicable to cloud environment mobile advertising businessmodel, and then build "cloud"+"end" mobile search advertising and mobileapplication advertising model. Secondly, under the guidance of the designframework of mobile advertising marketing mode, application of MapReduce toconstruct the massive mobile advertisers data processing model, parallelizationrealize K-means clustering, and put forward precision marketing strategies andmethods based on the customer requirements. Again, analysis the pricing modelof mobile advertising under cloud environment, put forward the advertisingrevenue model based on the concept of cloud computing, and given the incomeallocation pattern of the "cloud"+"end" mobile search advertising and mobileapplication advertising. Finally, to verify the application value of combiningtheory with practice, the mobile ad project of Samsung Galaxy SII as an exampleof empirical research.

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