快消品品牌网络视频媒体传播研究
发布时间：2018-07-13 09:15
【摘要】：网络媒体的发展和消费者触媒习惯的多元化带动了快消品行业在网络广告投放上营销策略的转变，从而形成了当今快消品品牌在网络营销中以网络视频媒体为主的互联网整合营销传播格局。本文通过定量分析、文献分析法和描述性研究法等研究方法，结合传播学、广告学的理论和行业数据的综合分析，结合快消品行业特点和发展现状、网络视频媒体的发展和主流视频媒体传播格局，网络视频受众与快消品消费者需求的关联性等方面，针对快消品消费者的触媒习惯、快消品品牌网络视频媒体传播特点和趋势以及快消品品牌网络视频媒体传播出的问题和对策加以研究和探析，得出快消品品牌需结合网络视频媒体发展的趋势，，走向单屏到多屏、单一媒体到跨媒体、视频媒体平台传播+内容营销传播的整合营销传播模式。
[Abstract]:The development of online media and the diversification of consumer catalyst habits have led to a shift in marketing strategies in the online advertising industry. Thus, it forms the Internet integrated marketing communication pattern in which the internet video media is the main part of the fast consumer brand in the network marketing. In this paper, through quantitative analysis, literature analysis and descriptive research methods, combined with the theory of communication, advertising theory and comprehensive analysis of industry data, combined with the characteristics and development of fast consumer goods industry, The development of the network video media and the spread pattern of the mainstream video media, the relevance between the network video audience and the consumer demand of the fast consumer, etc., aiming at the catalyst habits of the consumers. The characteristics and trends of fast consumer brand network video media communication, as well as the problems and countermeasures of fast consumer brand network video media communication are studied and analyzed, and the trend of fast consumer product brand should be combined with the development trend of network video media is obtained. To single screen to multi-screen, single media to cross-media, video media platform to disseminate content marketing communication integrated marketing communication mode.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
本文编号：2118882
[Abstract]:The development of online media and the diversification of consumer catalyst habits have led to a shift in marketing strategies in the online advertising industry. Thus, it forms the Internet integrated marketing communication pattern in which the internet video media is the main part of the fast consumer brand in the network marketing. In this paper, through quantitative analysis, literature analysis and descriptive research methods, combined with the theory of communication, advertising theory and comprehensive analysis of industry data, combined with the characteristics and development of fast consumer goods industry, The development of the network video media and the spread pattern of the mainstream video media, the relevance between the network video audience and the consumer demand of the fast consumer, etc., aiming at the catalyst habits of the consumers. The characteristics and trends of fast consumer brand network video media communication, as well as the problems and countermeasures of fast consumer brand network video media communication are studied and analyzed, and the trend of fast consumer product brand should be combined with the development trend of network video media is obtained. To single screen to multi-screen, single media to cross-media, video media platform to disseminate content marketing communication integrated marketing communication mode.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
【参考文献】
相关期刊论文 前3条
1 中国视频网站发展研究课题组;;中国视频网站发展研究报告[J];传媒;2014年06期
2 张金玲;;以接近消费者的视角:解读快速消费品行业视频营销策略[J];全国商情(理论研究);2014年02期
3 王默;;视频网站商业模式的创新路径选择[J];声屏世界;2014年08期
本文编号：2118882
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