自媒体平台的企业广告传播及表现研究

发布时间：2017-12-28 22:17

本文关键词：自媒体平台的企业广告传播及表现研究　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联网技术的不断更新发展,人们关注信息的视线开始从纸质等实物平面载体转移到了互联网的网络平台。自媒体平台用户的迅速增加,使企业将商业广告信息推广的重心投入于自媒体平台中。自媒体平台作为新兴的媒介载体,打破了企业商业广告以往固有的传播模式,以其独有的互动性,加深了企业和消费者间的沟通交流。不同于传统的传播媒介,自媒体以用户庞大、传播速度快、成本低、信息即时性高、互动性强等特点,深受各行企业的青睐。本论文运用相关专业理论知识,结合最近的企业商业广告实践。首先,阐述自媒体概念,分析其表现和特点,研究企业商业广告在自媒体平台中的传播表现策略,以及自媒体平台的“优秀基因”为商业广告传播效果做出的贡献。其次,以商业广告在自媒体平台中的设计表现为基点,从企业商业广告在自媒体平台中的应用实践着手,探索企业商业广告以何种姿态融入自媒体平台中,并进行呈现和传播推广。自媒体平台中独有的移动网站HTML5的表现形式,是本篇论文研究的重点,同时结合消费者的心理行为学和市场营销原理进行交叉分析;总结自媒体平台中企业商业广告的传播效果和广告设计的艺术表现特征。最后,结合当前相关行业的商业广告在自媒体平台中的实际案例,分析在自媒体平台中,企业商业广告制作时前期的消费者定位、营销战略的策划、推广内容的选取,以及后期广告设计的制作原则,期望从广告设计和传播策略的角度,对当今企业商业广告信息在自媒体平台的传播实践产生较好的理论指导和借鉴意义,从而使商业广告获得更好的传播效果,让企业品牌获得更好的商业价值。
[Abstract]:With the continuous updating and development of mobile Internet technology, people's attention to information has begun to transfer from paper and other physical plane carriers to the Internet platform. The rapid increase of users from the media platform has enabled the enterprise to put the focus of the promotion of commercial advertising information into the self media platform. Since the media platform as a new media carrier, it has broken the inherent propagation mode of business advertisement, and has deepened communication and communication between enterprises and consumers with its unique interaction. Different from the traditional media, the media is favored by all walks of life because of its huge user, fast dissemination speed, low cost, instant information and strong interaction. This paper uses relevant professional theoretical knowledge and combines the recent business advertising practice. First, the concept of self media is analyzed, its performance and characteristics are analyzed, the communication strategies of corporate advertising in the self media platform are studied, and the contribution of the excellent gene of the self media platform to the advertising effect of commercial advertising is made. Secondly, based on the design expression of commercial advertising in the self media platform, starting from the application practice of corporate advertising in the self media platform, we explore the way to integrate corporate advertising into the self media platform and present and disseminate it. Since the unique form of media platform in HTML5's mobile website, is the focus of this paper, combined with the consumers psychological behavior and marketing principle for cross analysis; summarize commercial enterprise media platform of the communication effect in the design and advertising art features. Finally, according to the relevant industry of commercial advertising in the actual case from the media platform, analysis in a media platform, selected business advertising when consumer positioning, the marketing strategy planning, promotion content, and post production of advertising design is expected from the dissemination of advertising and design strategy point of view. In today's business advertising information theory as well as in the practice of communication from the media platform and reference, so that commercial advertising to obtain a better communication effect, make the enterprise brand better business value.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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