原生广告的发展背景研究

发布时间：2018-03-07 02:39

本文选题：原生广告　切入点：用户体验　出处：《华中师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：在社会化媒体时代,用户体验逐渐被认为是媒介经营的重心,单一的内容营销法则已经不能完全适应网络广告的生存环境。原生广告自产生以来就受到了各界的广泛关注,而这种关注的重心一般都集中在它出色的广告效果上,在原生广告不断发展壮大的过程中,我们可以看到它对广告发展环境的高度适应性。原生广告结合了内容营销、精准营销和差异化整合营销理念,是以技术为驱动力的新型互联网广告,它的产生和发展为打破互联网广告的发展瓶颈、解决网络广告发展中的问题提供了新的契机。笔者以原生广告案例本身为基础,深入分析原生广告的特点,找到营销者在广告生存环境发生变化的情况之下所做出的适应性改变,再从这些改变上探知原生广告发展的具体背景,总结原生广告产生与发展过程中的价值归属,并对原生广告的发展趋势进行展望。本文共分为四个部分,第一个部分对原生广告的产生和发展现状进行概述,探析其具体定义,整理并总结原生广告的具体分类和表现形式。以案例为基础,归纳出原生广告的特点。第二部分以原生广告的特性和传播要素为视角,对原生广告的产生和发展背景进行多重化的理性探讨。第三部分是原生广告的价值归属,通过对原生广告的行业价值、理论价值进行细化和分析,找出原生广告具体的价值归属。同时列举出原生广告已经或可能显现的负面价值,对原生广告规模化发展具有一定的参考价值。第四部分是对原生广告未来发展的展望,广告的程序化购买会加快原生广告的主流化进程,原生广告新闻化也是未来的发展趋势之一。目前,原生广告并无确切的定义,也未形成完整的理论框架体系,在其发展过程中,一些问题和争议也逐渐显现。通过对原生广告的概念进行辨析,以及对其产生和发展背景进行研究,能让我们对互联网广告发展环境进行重新审视,为互联网广告打破发展瓶颈提供一份内在力量。同时,作为社会化媒体时代广告发展的缩影,对原生广告进行研究,能更好的看清在技术驱动与营销理念创新下,新的广告所产生的价值归属何处。原生广告的独特经营模式是用户、品牌与媒介三者之间寻求价值共鸣的产物,不管是内容制作、受众定位或广告投放过程,都是这三者之间经过博弈产生的结果。本文对原生广告的发展背景进行深入探析,能为原生广告的规模化发展提供相应的可行性建议和启示性意义。
[Abstract]:In the era of social media, the user experience is gradually regarded as the focus of media management, and the single content marketing principle can no longer fully adapt to the living environment of network advertising. However, the focus of this concern is generally focused on its outstanding advertising effects. In the process of the continuous development and expansion of native advertising, we can see that it is highly adaptable to the advertising development environment. Native advertising combines content marketing. The concept of precision marketing and differentiated integrated marketing is a new type of Internet advertising driven by technology. Its emergence and development is to break the bottleneck of the development of Internet advertising. Solving the problems in the development of online advertising provides a new opportunity. Based on the original advertising case itself, the author deeply analyzes the characteristics of the original advertising. To find out the adaptive changes made by marketers under the circumstances of the changes in the living environment of advertising, and then to find out the specific background of the development of native advertising from these changes, and to summarize the value attribution in the process of the emergence and development of native advertising. This paper is divided into four parts. The first part summarizes the emergence and development of native advertising, and analyzes its specific definition. Sorting out and summing up the specific classification and manifestation of native advertising. Based on the case study, the author concludes the characteristics of native advertising. The second part is from the perspective of the characteristics and communication elements of native advertising. The third part is the value attribution of the original advertising, through the industry value of the original advertising, the theoretical value is refined and analyzed. Find out the specific value attribution of the native advertisement. At the same time, enumerate the negative value that the original advertisement has or may appear, which has certain reference value for the development of the original advertisement on a large scale. 4th part is the prospect of the future development of the original advertisement. The program purchase of advertising will speed up the mainstream process of native advertising, and the news of native advertising will also be one of the developing trends in the future. At present, there is no precise definition of native advertising, nor has it formed a complete theoretical framework system. In the course of its development, some problems and controversies have gradually emerged. Through the analysis of the concept of native advertising and the research of its origin and development background, we can re-examine the development environment of Internet advertising. At the same time, as the epitome of advertising development in the age of social media, the research on the original advertising can better see the technology driven and marketing idea innovation. The unique business model of original advertising is the product of seeking value resonance between user, brand and media, whether it is content production, audience orientation or advertising process. All of them are the result of the game between the three. This paper makes a deep analysis of the background of the development of native advertising, which can provide the corresponding feasible suggestions and enlightening significance for the development of the original advertising on a large scale.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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