基于社会化媒体的微广告研究

发布时间：2018-02-21 23:45

本文关键词： 社会化媒体微广告微博广告微信广告　出处：《重庆工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：微广告是基于社会化媒体平台的广告形式,是继四大传统媒体广告和网络广告之后的又一重要广告形式。随着社会化媒体的发展,微博、微信用户群的不断壮大,微广告的市场份额将会越来越大,企业为争取更多与用户接触的机会,开始注重品牌美誉度的打造,强调与用户的互动沟通。社会化媒体使信息传播方式发生了巨大的改变,从单向输出转变为一对一、一对多到多对多的多向传播模式。社会化媒体鼓励用户参与其中,实现用户网络行为的个性化、自主化,这也为企业提供了用户口碑传播的便捷度,许多企业的广告投放开始向社会化媒体倾斜,但由于微广告尚处于发展初级阶段,发展面临着许多机遇与挑战,在这一环境下,如何科学高效的结合平台特征,提升广告效果,具有更加重要的实际意义。如果广告方式不恰当,不仅对企业会造成不良影响,对平台用户也是一种打扰,只有采用正确的方式,实施正确的运营策略,才会提升企业的吸引力,促进用户体验的提升。论文在研究过程中,对相关研究的文献和专著进行了深入的学习和总结,并对微博广告和微信广告进行了深入的分析,对微广告的运营主体、运营流程策略及效果评估进行了量化衡量,结合广告学、营销学、社会学等方方面面的理论知识,从社会化媒体出发,以微博、微信广告作为研究对象,通过案例分析法、比较分析法等用4章(除绪论外)对微广告进行全面的研究。第1章主要是对社会化媒体与微广告的发展进行简单概述,将笔者对微广告的理解作出阐述,罗列出微广告的范围。第2章主要是笔者对微广告的理解,从广告形式出发,介绍微博广告和微信广告的形式,分析微广告的文本形式,结合微广告的特征,与传统广告进行比较分析,找出微广告的优势与不足。第3章结合案例分析微广告的运营状况,解读微博和微信运营较为成功的案例,加强对所了解的知识的感性认识。在第4章中结合第3章的运营分析,总结微广告存在的问题并给予具体解决方案,为之后研究此领域的专家学者做铺垫,方便日后更系统化的研究。
[Abstract]:Micro advertising is a form of advertising based on social media platform, and it is also an important advertising form after the four traditional media advertisements and network advertisements. With the development of social media, Weibo and WeChat user groups are growing. The market share of micro-advertising will become larger and larger. In order to gain more opportunities to contact users, enterprises have begun to pay attention to building brand reputation, emphasizing interactive communication with users. Social media has greatly changed the way of information dissemination. From one-way output to one-to-one, one-to-many to many-to-many multidirectional communication mode. Social media encourages users to participate in it, and realizes the individualization and autonomy of users' network behavior, which also provides users with the convenience of spreading word of mouth. Many enterprises begin to tilt their advertising to social media, but because micro-advertising is still in the primary stage of development, it faces many opportunities and challenges. In this environment, how to combine the features of the platform scientifically and efficiently to improve the advertising effect, If the advertising method is not appropriate, it will not only have a negative impact on the enterprise, but also a disturbance to the users of the platform, only using the right way, implementing the right operation strategy, In the course of the research, the thesis studies and summarizes the relevant literature and monographs, and analyzes the advertising of Weibo and WeChat. This paper quantifies the main body, operation process strategy and effect evaluation of micro-advertising, combines the theoretical knowledge of advertising, marketing, sociology and so on, starting from social media, taking Weibo and WeChat advertising as research objects. Through case analysis, comparative analysis and other four chapters (except the introduction) to conduct a comprehensive study of micro-advertising. Chapter 1 is a brief overview of the development of social media and micro-advertising, the author will explain the understanding of micro-advertising, Chapter 2 is the author's understanding of micro-advertising, starting from the form of advertising, introducing the form of advertising Weibo and WeChat advertising, analyzing the text form of micro-advertising, combining the characteristics of micro-advertising, Compared with traditional advertising, find out the advantages and disadvantages of micro-advertising. Chapter 3 combined with a case study of the operation of micro-advertising, read Weibo and WeChat operation of the more successful cases, In chapter 4, combined with the operational analysis of chapter 3, we summarize the problems existing in micro-advertising and give specific solutions, which pave the way for experts and scholars in this field. Facilitate more systematic research in the future.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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