二维码在广告中的应用研究

发布时间：2018-05-30 08:32

本文选题：二维码 + 二维码广告　；参考：《东北师范大学》2015年硕士论文

【摘要】：随着科技的日新月异,越来越多的新技术应用到了各行各业,其中,广告业也坐享着新技术的发展所带来的红利。二维码技术,作为现代科技发展的成果,它在广告中的引入给整个广告行业带来了重大的变革和前所未有的发展机遇。而二维码在广告业中的应用,从初露锋芒到后来的风起云涌也经历了一番波折。无论是传统的媒体报纸、户外、电视,还是新兴的互联网等媒体,都能找到二维码的身影。整个广告行业都对二维码进行了不同程度的试水,无论是在传统媒体的广告中还是在新媒体的广告中,二维码似乎成了运用最频繁的元素之一。尽管二维码在各种广告中的使用呈如雨后春笋般的势态,但其自身依然有着无法回避的缺陷。文章整体上是围绕二维码在我国广告行业中的应用进行论述。论文通过文献研究,案例分析、问卷调查等方法进行研究。论文绪论,介绍了文章的研究背景、研究目的、意义和方法,并总结了前人的研究文献。论文第一章,主要介绍了二维码的概念、定位、在国内外的发展情况、特点和价值。论文第二章,主要通过案例分析和市场调研,分析讨论了二维码广告和营销的四大环节,并从使用目标分析、目标受众分析、二维码在广告中的呈现、广告效果评估这四个环节的视角,对每个环节逐一进行了分析研究;同时分析了二维码在报纸、杂志、电视、户外等媒体上的运用情况。第三章,对应二维码运作的四大环节,提出了二维码在广告中的应用遇到的问题。论文第四章,针对存在的问题进行相应对策研究分析。论文第五章,对二维码在广告中的发展前景进行了展望。最后针对二维码对于广告及广告营销的应用进行了总结。
[Abstract]:With the rapid development of science and technology, more and more new technologies have been applied to various industries, among which, the advertising industry also enjoys the dividend brought by the development of new technology. As a result of the development of modern science and technology, the introduction of QR code has brought great changes and unprecedented opportunities to the whole advertising industry. And the application of QR code in advertising industry, from the beginning to the wind and clouds also experienced some twists and turns. Whether it is traditional media newspapers, outdoor, television, or the new media, such as the Internet, can find the presence of QR code. In the whole advertising industry, the QR code has been tested to varying degrees. Whether in the traditional media advertising or in the new media advertising, the QR code seems to be one of the most frequently used elements. Although the use of QR codes in all kinds of advertisements is springing up, it still has its own defects. This paper discusses the application of QR code in China's advertising industry as a whole. The paper is studied by literature research, case analysis, questionnaire survey and so on. This paper introduces the background, purpose, significance and methods of the research, and summarizes the previous research literature. In the first chapter, the concept, location, development, characteristics and value of QR code are introduced. The second chapter, mainly through the case analysis and market research, analyzes and discusses the four major links of QR code advertising and marketing, and from the use of target analysis, target audience analysis, QR code in advertising presentation, From the perspective of the four aspects of advertising effect evaluation, this paper analyzes and studies each link, and analyzes the application of QR codes in newspapers, magazines, TV, outdoor media and so on. In the third chapter, corresponding to the four aspects of QR code operation, the problems of the application of QR code in advertising are put forward. In the fourth chapter, the corresponding countermeasures are studied and analyzed in view of the existing problems. In the fifth chapter, the prospect of QR code in advertising is prospected. Finally, the application of QR code to advertising and advertising marketing is summarized.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;TP391.44

【参考文献】