作　　者： ;

机构地区： 暨南大学新闻与传播学院

出　　处： 《广告大观（理论版）》 2006年第5期49-53,共5页

摘　　要： 移动市场和移动商务平台的开发,成为网络时代的新经济亮点。作为走在全球3G手机商业服务前端的日本从2.5Gi-mode模式开始,到今天的FOMA3G模式,搭建了无处不在随时连通的移动互联网个人终端平台。随时随地与消费者的接触,随时随地的沟通与传播,随时随地的反馈与行动,成为实时、实效广告传播的新媒体。本文从日本移动电话广告量的现状和前景,3G手机媒体的营销传播特性,手机用户对移动广告的点击情况和态度,3GFeliCa功能带来的广告商机,以及3G营销传播典型个案等几个方面,阐述日本移动营销传播市场的业务开发模式。 The advance of m-marketing and the development of m-business platform have been a focal point in the Internet era. As the world leader of 3G technology, Japanese mobile phone service has developed from 2.5G i-mode to FOMA 3G, building up wireless personal communication without any time limits and venue constrains. It can contact with customers, receive their responses and react to their requirements at any time, therefore it can now function as a timely and effective advertising media. The purpose of this article is to present the current quantity of mobile advertisements in Japan and to predict its future market. It also introduces the characteristics of the 3G marketing communication through the media of mobile phone, the condition and attitude of click-through rate of the mobile phone users, and the advertising opportunity brought by 3G FeliCa function. Case studies of 3G marketing and communications is used to elaborate the business model of exploring of mobile marketing and communications in Japan.

关 键 词： 手机媒体 营销传播

领　　域： [经济管理]