媒介融合背景下广告营销新策略探究

发布时间：2018-01-13 08:33

本文关键词：媒介融合背景下广告营销新策略探究　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：媒介融合随着我国数字技术、网络技术、通信技术的飞速发展形成了由传统媒介到新媒介形态大融合的环境,在这种纷繁复杂的媒介生态变化中,广告营销作为依存于媒介生态环境的市场催化剂,从广告主体、广告市场、广告受众、广告传播媒介等方面发生急剧变化,这些都促成了广告营销出现新策略的前提因素。最终形成了以受众为导向,以提升广告内涵为目标,以不断重构现有广告营销策略来孕育新策略为发展趋势的新特点。本文根据媒介融合下广告营销出现的这些新特点,从客观实际出发列举了在这一背景下出现的四种广告营销新策略,结合典型案例对广告营销策略的新特点加以印证,并分析了各策略的优缺点及适用范围。社会化营销策略是一种以社会化网络为基础横向拓展受众圈,纵向提升企业知名度,最后抓住受众互动需求提高受众对企业的粘性从而完成营销目标的策略;场景化营销则是通过现场搭建消费场景促使消费者采取自主式营销,轻松达到超高的核销率,非常适合被网络购物挤压生存空间的线下销售商;大数据营销策略的精准性一直被业界推崇,也是以后广告业的发展趋势,但科学分析大数据同时确保用户数据安全及隐私保护,最终将广告有效地推送在受众面前仍与现实有差距;病毒式营销通过公众将信息廉价地复制,迅速、大规模地传播,随着受众“免疫力”的增强媒介素养的提升,病毒“病原体”的创新还需努力。可见,这四种新策略完全打破了传统广告营销的单一线性模式的缺陷,他们拥有各自的优势及不足,但都以受众需求为主线,不断提升整个广告内涵,使策略之间共荣共存不断推陈出新。希望通过本文提出的广告策略的新特点,能给业界在研究媒介融合背景下出现的广告营销策略创新问题带来一定的启示,同时可以为不同广告主寻找最适宜自身的、性价比最高的广告营销策略提供参考。
[Abstract]:Along with the digital technology, network technology in China's media convergence, the rapid development of communication technology to form a new form of media integration environment by traditional media, this change in the media ecology in the complex, advertising and marketing as the catalyst in the market depends on the ecological environment of media, from the main body of advertising, advertising market, advertising audience, dramatic the change of advertising media, these have contributed to the emergence of new marketing strategies. The premise factors formed by the audience oriented, in order to enhance the connotation of advertising as the goal, with the new features of the existing advertising marketing strategy to nurture new strategies for the development trend of the continuous reconstruction. Based on the integration of media advertising marketing these new features, from the objective reality lists four kinds of new marketing strategies of advertising appears in this background, combined with the new characteristics of the advertising marketing strategy case To confirm, and analyzes the advantages and disadvantages of each strategy and the scope of social marketing strategy is a kind of social network based audience circle longitudinal horizontal expansion, enhance corporate visibility, finally seize the audience interaction needs to improve the audience of enterprises so as to complete the viscous marketing target strategy; marketing is through the scene scene build the consumer scene prompted consumers to take independent marketing, easily reach high verification rate, is very suitable for online shopping, squeeze the living space line vendors; accurate big data marketing strategy has always been respected, the development of the advertising industry is the future trend, but the scientific analysis of the data while ensuring user data security and privacy protection finally, will effectively push advertising is still in front of the audience and reality; viral marketing through public information cheaply copied, rapid, large scale. Sowing, with the enhancement of media literacy to enhance the audience "immunity", "pathogen" virus innovation efforts needed. Obviously, these four new strategies completely broke the single linear model of the defects of traditional advertising, they have their own advantages and disadvantages, but to the audience demand as the main line, and constantly improve the whole the advertising content, the innovation strategy between coexistence and common prosperity. I hope new features by the advertising strategy, can give the industry in research on media convergence innovation advertisement marketing strategy under the background of the emergence of a revelation, at the same time for different advertisers to find the most suitable own, provide reference for the highest price of the advertisement marketing strategy.

【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.8;F274

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