原生广告的传播策略研究

发布时间：2018-03-14 18:32

本文选题：原生广告　切入点：全媒体　出处：《河北大学》2015年硕士论文　论文类型：学位论文

【摘要】：在全媒体环境背景下,数字技术飞速发展,消费者的习惯也随之变迁,内容营销成为当下的广告营销的主流,原生广告顺应此种潮流而生,开启了广告成为内容,融入媒体环境,精准打动消费者的新局面。在众多关于原生广告的研究成果中,如何提高原生广告的传播效果是广大学者普遍重视和热烈讨论的问题。笔者在学习和研究了国内外原生广告相关研究成果的基础上,结合中国原生广告发展的自身特点和市场环境,总结归纳原生广告的特点和形式,研究原生广告传播的现状及困境,并对此提出优化建议,探索今后原生广告的长远发展战略,展望原生广告的发展前景。全文分为四个部分,第一部分对原生广告的概念、产生背景、原生广告的传播要素、传播特点以及表现形式等多方面因素进行了分析和总结。第二部分主要分析原生广告发展过程中出现的问题,用案例分析的方法对原生广告的困境进行学理性探讨。第三部分针对原生广告传播中出现的问题,分别从原生广告的传播过程和发展策略两方面提出优化建议和解决方法,以此促进原生广告的合理发展和健康传播。第四部分主要对原生广告的发展前景和未来规划进行展望和探索。笔者经过大量的数据搜集和案例分析,梳理了一套原生广告的理论体系,并在此基础上总结归纳了原生广告在发展过程中存在的问题和困境,进而针对困境提出了合理的优化对策和发展策略,为原生广告的传播策略提供了一些有建设性的意见和建议,同时对原生广告的发展进行了展望,预示了原生广告今后的发展方向。希望通过本文的研究,能为当前及未来我国原生广告的发展实践带来一定的启发意义。
[Abstract]:Under the background of the whole media environment, with the rapid development of digital technology and the change of consumers' habits, content marketing has become the mainstream of current advertising marketing. Blend into the media environment, accurately impress consumers in the new situation. In many of the original advertising research results, How to improve the communication effect of native advertising is a problem that the majority of scholars pay more attention to and discuss enthusiastically. On the basis of studying and studying the research results of native advertising at home and abroad, Combining with the characteristics and market environment of the development of native advertising in China, this paper summarizes the characteristics and forms of native advertising, studies the present situation and predicament of the spread of native advertising, and puts forward some suggestions to optimize it, and explores the long-term development strategy of native advertising in the future. The paper is divided into four parts. The first part is about the concept of the original advertising, the background of the original advertising, the elements of the dissemination of the original advertising. The characteristics and forms of communication are analyzed and summarized. The second part mainly analyzes the problems in the development of native advertising. In the third part, aiming at the problems in the propagation of native advertising, the author puts forward the optimization suggestions and solutions from the two aspects of the communication process and development strategy of the original advertising. In order to promote the rational development and healthy spread of native advertising. 4th part mainly prospects and exploration of the development prospects and future planning of native advertising. The author through a large number of data collection and case analysis, This paper combs a set of theoretical system of native advertising, and then summarizes the problems and difficulties existing in the development of native advertising, and then puts forward reasonable optimization countermeasures and development strategies in view of the difficulties. This paper provides some constructive suggestions and suggestions for the communication strategy of native advertising, and forecasts the development of native advertising, which indicates the future development direction of native advertising. It can bring some enlightening significance for the development and practice of native advertisement in our country at present and in the future.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;G206

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