手机广告的品牌传播策略研究[摘要]随着社会经济的发展，手机广告作为新兴媒体的一种，其在品牌传播过程中的作用被越来越多的企业所重视。相比于其他媒介的品牌传播策略，手机广告可以更好的进行定位式的精准营销，由此而被众多的企业及其管理者所重视，在无线互联网时代具有极大的发展潜力。但是，在手机广告的品牌传播过程中，其仍然存在着一定的问题。本文在传播学、广告学及市场营销学的理论基础上，就手机广告的概念、特征及其主要传播形式、传播过程中出现的问题、并参考借鉴了3G品牌传播的成功案例，对手机广告的品牌传播策略展开论述，希望能够对其他企业应用手机广告进行品牌的传播推广有一定的借鉴意义。[关键词]：手机广告品牌传播3G[Abstract]Withthedevelopmentofsocietyandeconomy,mobilephoneadvertisingasanewmedia,thedisseminationofthebrandintheprocessfunctionispaidattentiontobymoreandmoreenterprises.Brandcommunicationstrategycomparedtoothermedia,mobilephoneadvertisingcanbettercarryoutprecisionmarketingpositioning,whichisitsmanagementofmanyenterprisespayattentionto,whichhasgreatdevelopmentpotentialinthewirelessInternetera.However,inthebrandcommunicationprocessofmobilephoneadvertising,itstillexistssomeproblems.Inthispaper,thetheoreticalbasisofadvertisingandmarketingincommunication,mobilephoneadvertising,concept,characteristicsandthemainformofcommunication,thecommunicationproblemintheprocess,withreferencetothesuccessfulcasesof3Gbrandcommunication,brandcommunicationstrategyofmobilephoneadvertisingopendiscussion,havecertainreferencemeaningstoforthebrandtootherenterpriseapplicationofmobilephoneadvertisingpromotion.[Keywords]：mobilephoneadvertisingbrandcommunication3G目录引言...........................................................................4第一章手机广告的相关概念......................................................4第一节手机广告的定义及传播特征............................................4第二节手机广告的载体及形式................................................5第三节手机广告的营销模式..................................................6第二章手机广告传播存在的问题..................................................7第一节过于重视经济利益....................................................7第二节负面信息较多........................................................7第三节舆论导向的偏颇......................................................8第三章研究方法................................................................8第一节文献法..............................................................8第二节实证分析法..........................................................9第四章手机广告的品牌传播策略——以3G为例.....................................9第一节3G品牌传播介绍......................................................9第二节手机品牌传播策略...................................................101.品牌形象的塑造.......................................................102.品牌定位的确立.......................................................103.品牌体验的加强.......................................................114.品牌个性.............................................................115.品牌关系的维护.......................................................12第五章结语...................................................................12致谢.........................................................................13参考文献......................................................................13引言近年来，随着现代生活节奏的加...
