摘    要  近年来随着4G技术的飞速发展以及智能移动设备的普及，移动互联网广告展现出了巨大的发展前景以及可以挖掘的变现价值。移动应用的开发者，广告联盟的运营，代理商以及广告主都对其所蕴含的无限可能而进行探索，与此同时，学术界对移动互联网广告的研究还处于起步阶段，对相关产业的研究还相对不足。89490

  本文首先对移动互联网广告的概况进行说明，包括移动互联网广告的定义，产业链以及受众心理分析。在此基础上明确了移动互联网广告精准投放策略的任务，因为只有明确了所要完成的任务才能更有针对性地去制定投放策略。接着本论文以推啊互动式效果广告平台为案例进行分析，通过制定相关的广告投放实验并对实验数据进行分析从而得出了用创意制造用户需求和设置精准定向投放条件能使得广告的效益显著提升，且相对而言用创意制造用户需求的效果更明显。

  通过本论文的研究，以期对移动互联网广告的设计和投放提供一些借鉴。

毕业论文关键词： 移动互联网广告； 创意； 定向； 精准；

Abstract In recent years, with the rapid development of 4G technology and the popularity of smart mobile devices, mobile Internet advertising has shown great prospects for development and realizable value。 Mobile application developers, advertising operators, distributors and advertisers are limitless possibilities of the implication and exploration, at the same time, the research of mobile Internet advertising in academic circles is still in the initial stage, the research on related industry is relatively weak。

This paper first describes the general situation of the mobile Internet advertising, including the definition of mobile Internet advertising, industry chain and audience psychology analysis。 On this basis, a clear definition of the mobile Internet advertising precise delivery strategy, because only clear the task to be completed in order to more targeted to develop the delivery strategy。 Then this thesis pushed interactive effect of the advertising platform for the case analysis, through the development of relevant advertising experiment and analysis of the experimental data obtained by the creative manufacturing needs of users and set precise directional delivery conditions can make advertising efficiency significantly improved, and compared with the creative manufacturing user needs more obvious effect。

Through the study of this paper, we hope to provide some reference for the design and delivery of mobile Internet advertising。

Keyword: Mobile Internet advertising；accurate  ；direction；originality

目 录 

摘    要 3

ABSTRACT 3

1绪论 7

1。1研究背景及意义 7

1。2国内外发展现状 8

1。3研究思路及方法 9

2   移动互联网广告概述 10

2。1   移动互联网广告的定义 10

2。2   移动互联网广告的分类 11

2。3   移动互联网广告的产业链 11

2。4   移动互联网广告的受众心理分析 12

2。5   本章小结 14

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