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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 development of the mobile market and mobile commerce platform has become a new economic bright spot in the Internet age. As a global leader in 3G mobile phone services in Japan, starting from 2.5Gi-mode mode, to today’s FOMA3G mode, set up a ubiquitous mobile Internet personal terminal connected at any time platform. Anytime, anywhere and consumer contact, communication and dissemination anytime, anywhere, feedback and action anytime, become a real-time, real-time advertising new media. This article from Japan’s mobile phone advertising status and prospects, 3G mobile media marketing communication characteristics, mobile phone users click on the situation and attitude of mobile advertising, 3GFeliCa function of advertising opportunities and 3G marketing communications typical case several aspects, Describe the Japanese mobile marketing communications market business development model.