CAJ | 학술논문

在数字技术的推动下,互联网呈现出较明显的移动化趋势。新的媒体交互模式使人机互动在接触点上有了更人性的构想体验。移动着的信息也让互联网产生新的时空性：与现实交叠,为使用者带来利益的在场感;与个人相伴,增强了信息的同时性。置身于移动互联网的新媒体环境下,受众在观看、在体验,随即产生强烈的媒体依存感;以互联网企业为主的经营者在谋划新的市场,他们关注的是移动互动背后数据的价值,以及新市场的价值。如今,中国的移动互联网已经初具受众市场,运作模式也有了商业雏形,广告要加入其中必须首先适应这个新环境,重新审视与客户、受众以及合作伙伴的利益关系,从基因到机制做彻底改变。
재수자기술적추동하,호련망정현출교명현적이동화추세。신적매체교호모식사인궤호동재접촉점상유료경인성적구상체험。이동착적신식야양호련망산생신적시공성：여현실교첩,위사용자대래이익적재장감;여개인상반,증강료신식적동시성。치신우이동호련망적신매체배경하,수음재관간、재체험,수즉산생강렬적매체의존감;이호련망기업위주적경영자재모화신적시장,타문관주적시이동호동배후수거적개치,이급신시장적개치。여금,중국적이동호련망이경초구수음시장,운작모식야유료상업추형,엄고요가입기중필수수선괄응저개신배경,중신심시여객호、수음이급합작화반적이익관계,종기인도궤제주철저개변。
Driven by digital technology,the Internet is showing a significant trend towards mobilization.New media interactive mode provides the man-machine interaction with more humane and visional experiences in contact point.Moving information also creates a new space and time.Overlapped with the reality,mobile-internet adds a sense of presence to the benefits for users.Accompanied with users,it enhances the simultaneity of information.Exposed to the new media environment of the mobile Internet,audience are watching and experiencing.Soon they will develop a strong sense of dependence on media and information.Operators of most Internet companies are planning new markets.What they are concerned about is the value of the data behind mobile interaction as well as new market value.Today,China＇s mobile Internet has begun to take the shape of audience market,and the operation mode is of commercial prototype.In order to merge in such an environment,advertising must adapt to this new environment at first,then re-examine the relationship among the interests of the customers,audience and partners and make a consplete change from genes to mechanisms.