移动互联网广告程序化购买探讨

2012届毕业生毕业论文移动互联网广告营销市场分析-以品友互动为例院(系)别经济与管理学院专业市场营销班级营销122学号121010218姓名杨博指导教师徐国伟二○一六年六月山东交通学院毕业论文（设计）I原创声明本人杨博郑重声明：所呈交的论文“移动互联网广告营销市场分析-以品友互动为例”，是本人在导师徐国伟的指导下开展研究工作所取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含任何其他个人或集体已经发表或撰写过的研究成果，对本文的研究做出重要贡献的个人和集体均已在文中以明确方式标明，本人完全意识到本声明的法律后果，尊重知识产权，并愿为此承担一切法律责任。论文作者(签字)：日期：年月日杨博：移动互联网广告营销市场分析II摘要移动营销的市场规模随着手机的普及、移动网民规模扩大以及移动终端使用行为的黏性增加而保持着快速增长。本文将以程序化购买（ProgrammaticBuying）的行业领先的公司品友互动为切入点，全面介绍移动移动互联网广告中的程序化购买这一新兴的广告方式，整理了其广告种类，售卖形式，定价逻辑以及其计费的标准：其次文章对移动互联网广告的行业进行分析，整理了程序化购买相关环节的构成要素。并进一步分析了品友互动，文章重点分析了目前移动移动互联网广告在各行业的现状。并分析了广告主对移动互联网广告的需求分析。最后对移动互联网广告公司市场的发展提出一些建议。最后再预测其未来的发展方式。关键词：程序化购买，DSP需求方平台，品友互动，移动互联网广告山东交通学院毕业论文（设计）IIIAbstractThesizeofthemarketofmobilemarketingwiththepopularityofmobilephones,mobileInternetscaleandmobileterminaluseviscosityincreaseandmaintainedarapidgrowth.Thisarticlewillbeprogrammedtobuy(ProgrammaticBuying)ofindustryleadingcompaniesfriendinteractionasthebreakthroughpoint,acomprehensiveintroductionofmobileinthemobileInternetadvertisingprogrammedtobuythisnewwayofadvertising,thefinishingofthevarietyofitsadvertising,sellingform,thepricinglogicaswellasitsstandardbilling:secondarticleonmobileInternetadvertisingindustryisanalyzed,finishingtheconstituentelementsoftheproceduralbuyrelatedlinks.Andfurtheranalyzedtheproductfriendinteraction,thearticleanalysestheactualityofmobilemobileInternetadvertisinginvariousindustries.AndanalyzedthedemandanalysisofadvertisersformobileInternetadvertising.Finally,themobileInternetadvertisingcompanymarketdevelopmentputforwardsomeSuggestions.Finally,forecastitsfuturedevelopment.Keywords:Programmaticbuying,Demandsideplatform,IPinyou,Mobileinternetadvertising杨博：移动互联网广告营销市场分析IV目录前言.............................................................................................................................................................11.移动互联网广告概述..................................................................................................................................21.1什么是移动互联网广告程序化购买..............................................................................................21.2移动互联网广告程序化购买的形式和特征...................................................................................21.3移动互联网广告投放的关键技术...................................................................................................31.4广告投放KPI.....................................................................................................................................41.5中国移动互联网广告PEST分析.....................................................................................................42我国移动互联网广告的营销市场分析......................................................................................................72.1国内市场现状分析...........................................................................................................................72.2品友互动广告营销的SWOT分析...................................................................................................92.2.1优势（Strengths）................................................................................................................92.2.2劣势(Weaknesses)................................................................................................................112.2.3机会(Opportunities).............................................................................................................112.2.4威胁(Threats).......................................................................................................................123中国程序化购买广告解析........................................................................................................................133.1程序化购买发展历程.....................................................................................................................133.2程序化购买交易模式.....................................................................................................................153.3程序化购买产业链分析.................................................................................................................163.3.1需求方平台（DSP）............................................................................................................173.3.3供应方平台（SSP）............................................................................................................193.3.4数据管理平台（DMP）......................................................................................................204广告主态度研究........................................................................................................................................214.1广告主需求分析.............................................................................................................................214.2影响因素分析................................................................................................................................214.2.1媒体资源整合.....................................................................................................................214.2.2数据优化...................................................................