随着智能手机的普及以及我国手机网民越来越多，移动终端业务及服务的衍生越来 越广，现如今，越来越多的广告商和创业者开始注意到 APP 端激励类广告投放平台这块 “美味蛋糕”，纷纷想在这一领域分得一杯羹。除了几款知名度较高的赚钱应用类广告 之外，不断涌现的以“移动入口价值”为噱头的新软件也在向这个领域蜂拥而来。 本文主要研究对象为基于 DSP（Demand-Side Platform，即需求端平台）广告中移 动 APP 端的广告运营模式，借助物质层面或者精神层面的奖励刺进用户行为、赢得用户 加入，改变广告受众关注的被动性为主动性，甚至让受众融入到广告活动情景当中，从 而有效实现广告营销的具体目的。本商业计划书通过对项目的背景、竞争力、商业模式； 组织与实施；项目经营策略；财务计划、项目风险与对策进行研究，对项目的可行性做 论证，并以此为基础建立完整的项目推广、营销、运营及服务支撑体系，使项目得以在 APP 端广告运营市场上站稳脚跟，为投资者带来可持续、丰厚的投资回报。 本项目为 X 公司依托 DSP 程序化购买广告互联网广告 DSP（Demand-Side Platform），就是需求方平台，为用户提供有偿广告，采用话费或流量赠送的新型商业 模式，运营模式新颖，业务收入稳定，风险因素可控，是一个以技术门槛为依托，低投 入高收益的投资项目。 关键词，移动广告传播；精准营销；商业计划书；有偿广告II Abstract With the popularity of smart phones and mobile phone users in China more and more mobile terminal services and services derived more and more widely, nowadays, more and more advertisers and entrepreneurs began to notice APP end incentive advertising platform This piece of delicious cake, have wanted to share in this area a cup of soup. In addition to several well-known profitable application of advertising, the emerging mobile import value as a gimmick of the new software is also flock to this area. However, although the latecomers continue to increase, but the overall situation, the market is still porridge more monk less, a huge market demand to be developed. The main object of this paper is to design the advertising mode of mobile APP based on DSP (Demand-Side Platform), to promote user behavior through material or spiritual reward, to attract users to participate, to take passive attention into active attention, and even Participate in the content of the campaign to achieve the purpose of advertising and marketing. The business plan through the project background, competitiveness, business model; organization and implementation; project management strategy; financial plan, project risk and countermeasures to study the feasibility of the project to do, and as a basis for the establishment of a complete Project promotion, marketing, operations and service support system, so that the project in the APP side of the advertising market to gain a firm foothold for investors to bring sustainable and generous return on investment. This project is based on DSP program to buy advertising Internet advertising DSP (Demand-Side Platform), is the demand side platform, to provide users with paid advertising, the use of calls or traffic presented a new business model, operating model novel, business income stability, Risk factors control, is a technical threshold as the basis, low investment in high-yield investment projects. Key words: Mobile advertising communication; precision marketing; business plan;Paid advertisingIII 目录 摘要..........................................................................................................................................................I Abstract ................................................................................................................................................... II 目录........................................................................................................................................................III 第一章 绪论.................................................................................................................................................1 1.1 研究背景及意义.............................................................................................................................. 1 1.1.1 研究背景................................................................................................................................ 1 1.1.2 研究意义................................................................................................................................ 2 1.2 文献综述........................................................................................................................................... 3 1.2.1 移动广告传播的概念............................................................................................................ 3 1.2.2 国内外研究现状.................................................................................................................... 4 1.3 研究方法与内容.............................................................................................................................. 7 1.3.1 企业访谈法............................................................................................................................ 7 1.3.2 私人访谈法............................................................................................................................ 8 1.3.3 文献检索法............................................................................................................................ 8 1. 3.4 研究内容............................................................................................................................... 8 第二章 项目简介...........................................................................................................................................9 2.1 公司概况.......................................................................................................................................... 9 2.2 业务性质.......................................................................................................................................... 9 2.3 商业模式........................................................................................................................................ 10 2.4 组织架构......................................................................................................................................... 10 2.5 人员配置及岗位职责..................................................................................................................... 11 2.6 本章小结........................................................................................................................................ 11 第三章 环境分析.........................................................................................................................................12 3.1 宏观环境（PEST 分析） ............................................................................................................... 12 3.1.1 政治法律环境分析........................................................................................................... 12 3.1.2 经济环境............................................................................................................................. 13 3.1.3 社会文化环境..................................................................................................................... 15 3.1.4 技术环境........................................................................................................................... 15 3.2 行业竞争........................................................................................................................................ 17 3.2.1 波特五力模型分析.............................................................................................................. 17 3.2.2 国内移动互联网广告行业竞争状况 .................................................................................. 21 3.3 市场需求........................................................................................................................................ 25 3.4 流量君的 SWOT 分析 .................................................................................................................... 28 3.5 本章小结........................................................................................................................................ 29 第四章 目标市场营销战略和营销组合策略.............................................................................................30 4.1 目标市场营销战略........................................................................................................................ 30 4.1.1 市场细分............................................................................................................................. 30 4.1.2 目标市场.............................................................................................................................. 36 4.1.3 市场定位.............................................................................................................................. 37 4.2 营销组合策略................................................................................................................................ 39 4.2.2 定价策略............................................................................................................................. 41 4.2.3 渠道策略............................................................................................................................. 42 4.2.4 促销策略............................................................................................................................. 42 4.2.5 人员...................................................................................................................................... 48 4.2.6 过程...................................................................................................................................... 49 4.2.7 有形展示.............................................................................................................................. 49IV 4.3 本章小结........................................................................................................................................ 49 第五章 财务分析.........................................................................................................................................50 5.1 资金需求与融资方案.................................................................................................................... 50 5.2 经济效益分析................................................................................................................................ 50 5.3 盈亏平衡分析................................................................................................................................. 54 第六章 风险分析与控制.............................................................................................................................57 6.1 风险分析........................................................................................................................................ 57 6.2 风险控制........................................................................................................................................ 58 结论...............................................................................................................................................................59 附录