越南新媒体广告的现状及未来发展趋势研究

发布时间：2018-04-18 09:10

本文选题：越南新媒体广告 + 存在问题　；参考：《西南大学》2015年硕士论文

【摘要】：随着越南市场经济的改革不断地深入,越南新媒体产业化进程也在不断地加速,越南新媒体广告从萌芽到诞生,充满了生机,发展很快,虽然才发展了很短的一段时间,就已经取得了很大的成果。在迅速发展壮大的过程当中,越南新媒体广告不仅仅呈现出了具有越南特色的发展轨迹,而且还表现出了更符合越南当代国情的发展特点。新媒体广告是新媒体行业的主要内容之一,到目前为止,广告收入仍然是新媒体行业收入的主要来源。首先,该论文从越南新媒体广告的发展历程开始研究,并通过实际情况将其分为了三个部分,第一部分是越南新媒体广告的诞生及发展的历史；第二部分是越南新媒体广告的经营和管理现状；第三部分则是越南新媒体广告所面临的机遇和挑战。该论文详细地分析了越南新媒体广告近几年的经营管理状况,并使用文献分析法阐述了越南新媒体广告的发展历程以及取得的成果。通过研究相关法律法规并结合越南新媒体的发展现状,笔者认为越南的关于广告法律的规定还存在很多不足之处,还有需要不断地补充完善。越南通过改革开放和加入国际贸易组织给越南经济带来了很多的活力,与此同时,也为越南的发展带来了很大的挑战与机遇,新媒体广告行业是越南经济的一部分,所以,越南新媒体广告的发展有着美好的前景,但也面临着挑战。其次,该论文系统描述了越南新媒体广告存在的问题,主要有在四个方面的问题,即越南新媒体广告创作和制作的问题；越南新媒体广告相关政策法规的漏洞问题；新媒体广告公司和广告活动的发布者之间存在的问题；面对新媒体不断更新变化的挑战的问题。最后,文章对越南新媒体广告的后的发展进行了预测,认为在全球化的大背景之下,品牌战略、规模战略、国际战略将是越南新媒体广告的最终会走向,而娱乐化、图片化、情感化将会成为今后新媒体广告发展的主流趋势。本文主要采用的例子说明,归纳推理等方法,从开发,营销策略和竞争环境的实际点出发,对新媒体广告的发展现状进行了分析,并从不同的角度梳理新媒体广告的发展,以及所面临的社会问题,创新新媒体广告策略的某些方面。
[Abstract]:With the deepening of the reform of the Vietnamese market economy, the process of the industrialization of new media in Vietnam is also speeding up. The advertising of new media in Vietnam is full of vitality and rapid development from the bud to the birth, although it has only developed for a very short period of time.A great deal has already been achieved.In the process of rapid development, Vietnamese new media advertising not only presents the development track with Vietnamese characteristics, but also shows the development characteristics that are more in line with the contemporary conditions of Vietnam.New media advertising is one of the main contents of new media industry, so far, advertising revenue is still the main source of new media industry revenue.First, the thesis begins with the development of new media advertising in Vietnam, and divides it into three parts through the actual situation. The first part is the history of the birth and development of the new media advertising in Vietnam.The second part is the management and management of the new media advertising in Vietnam, and the third part is the opportunities and challenges faced by the new media advertising in Vietnam.This paper analyzes the management of new media advertising in Vietnam in detail in recent years, and describes the development process and achievements of new media advertising in Vietnam by the method of literature analysis.By studying the relevant laws and regulations and combining with the development of new media in Vietnam, the author thinks that there are still many deficiencies in the regulations of advertising law in Vietnam, and it is necessary to supplement and perfect them constantly.Vietnam has brought a lot of vitality to the Vietnamese economy through reform and opening up and its entry into the International Trade Organization. At the same time, it has also brought great challenges and opportunities to the development of Vietnam. The new media advertising industry is a part of the Vietnamese economy, so,The development of Vietnam new media advertisement has the bright prospect, but also faces the challenge.Secondly, the thesis systematically describes the problems existing in the new media advertising in Vietnam, mainly in four aspects, namely, the creation and production of the new media advertisements in Vietnam, the loopholes in the policies and regulations related to the new media advertisements in Vietnam, and the problems in the production of the new media advertisements in Vietnam.Problems between the new media advertising companies and the publishers of advertising activities; the challenge of the new media constantly updating and changing.Finally, the article predicts the post-development of new media advertising in Vietnam, and thinks that under the background of globalization, brand strategy, scale strategy and international strategy will be the final trend of new media advertising in Vietnam, while entertainment, pictualization, etc.Sentiment will become the mainstream trend of the development of new media advertising in the future.This article mainly uses the examples to explain, induces the reasoning and so on method, from the development, the marketing strategy and the competition environment actual point, has carried on the analysis to the new media advertisement development present situation, and has combed the new media advertisement development from the different angle.And the social problems faced by the innovation of new media advertising strategy in some aspects.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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