基于4I理论的H5广告营销策略研究

发布时间：2018-05-30 19:49

本文选题：H5广告 + 互动性营销　；参考：《南昌大学》2017年硕士论文

【摘要】：随着移动终端和4G网络的发展,移动广告飞速发展。整个广告行业的移动广告发展呈现一片繁荣,尤其以H5广告的发展最为明显。但不可否认的是,H5广告营销仍然存在不少问题。因此,掌握正确的H5广告的营销理论和技巧,对提升H5广告的营销发展水平具有十分重要的意义。本文以H5广告的营销的现状分析为出发点,运用“4I营销理论”,对H5广告的营销策略展开分析,提出了H5广告营销的“4I营销策略”,并选取丰富的个案验证了4I营销理论在H5广告营销中的成功应用。本文研究认为,H5广告的“4I营销策略”,即个性化营销、趣味化营销、互动性营销和利益性营销四大策略,能给H5广告的营销提供新思路。个性化营销是从视觉设计、品牌传达以及服务三个方面来研究,满足消费者多样性的广告需求。趣味性营销从H5广告产品概念与趣味性故事化表达相结合,技术打造与用户体验相结合,重视热点事件。互动性营销策略注重社群互动,注重开放式设计,引导消费者进行参与,同时运用各种技术驱动升级,驱动人机互动。利益性营销策略从功能、情感以及自我表达利益三个维度进行阐述,H5广告品牌的意义在于能够满足消费者对于产品的使用需求,使其从品牌价值中得到精神上的满足和情感共鸣。
[Abstract]:With the development of mobile terminal and 4G network, mobile advertising develops rapidly. The mobile advertising development of the whole advertising industry presents a prosperity, especially the development of H 5 advertising. But what is undeniable is that there are still many problems in the advertising marketing of H5. Therefore, it is of great significance to grasp the correct marketing theory and skills of H5 advertising to improve the marketing development level of H5 advertising. Based on the analysis of the present situation of H5 advertising, this paper analyzes the marketing strategy of H5 advertisement by using "4i marketing theory", and puts forward the "4i marketing strategy" of H5 advertising marketing. The successful application of 4 I marketing theory in H 5 advertising marketing is verified by selecting rich cases. This paper holds that the "4i marketing strategy" of H5 advertising, namely, personalized marketing, interesting marketing, interactive marketing and profit marketing, can provide a new way of thinking for H5 advertising marketing. Personalized marketing is a study of visual design, brand communication and service to meet the diverse advertising needs of consumers. Interesting marketing combines the concept of H5 advertising product with interesting story expression, technology creation and user experience, and attaches importance to hot events. Interactive marketing strategies focus on community interaction, open design, guide consumers to participate, and use all kinds of technology to drive upgrading, driving man-machine interaction. The significance of profit marketing strategy from three dimensions of function, emotion and self-expression of interest is that it can meet the needs of consumers for the use of the product, and the significance of the H5 advertising brand lies in meeting the needs of the consumer for the use of the product. Make it get spiritual satisfaction and emotional resonance from brand value.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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