中国新媒体广告的发展研究

发布时间：2018-03-26 00:54

本文选题：互联网　切入点：手机　出处：《新疆大学》2015年硕士论文

【摘要】：随着网络和智能手机的迅速发展,人们的日常生活已经越来越离不开电脑和手机。工作需要借助电脑和网络进行办公,休闲娱乐需要借助手机和网络进行沟通,就连获取新闻资讯、收看电视节目越来越多的人也选择使用电脑和手机。对于传统媒体像报纸、广播和电视,似乎正一点点的淡出人们的视野。而向三大传统媒体发出巨大挑战的就是现如今如火如荼的“新媒体”。而究竟什么才是新媒体呢?新媒体是如何在广大群众中慢慢普及开来又迅速成为了人们街头巷议的热点呢?本文采用文献研究法,对比研究法,内容分析法。通过对前期所搜集整理的文献进行综合研究,对新媒体和新媒体广告的定义以及类型特点进行归纳总结。在大量文献阅读的前提下,对于新媒体以及新媒体广告形成自己明确地界定。通过对比研究法将传统媒体广告与新媒体广告进行对比,从而总结出新媒体广告相对于传统媒体广告所具有的类型和特点。同时指明新媒体广告的优势、机会、劣势、威胁等因素并根据具体内容研究解决问题的对策,通过此方法也可以为今后新媒体广告的发展提供经验;内容分析法在对《中国广告年鉴》、《中国广告市场报告》等详细的数据报告以及艾瑞网数据咨询等网络媒体调研机构的最新数据统计的研究分析下探究新媒体广告的传播机制,同时在现有研究的基础上对未来新媒体广告的创新发展进行研究预测。新媒体广告目前来说还只是一个新生事物,随着网络的不断完善和发展,新媒体未来会如何发展,新媒体广告将会产生怎样的形式,还都是未知数,本文希望通过对于新媒体广告的分析研究能够对其未来发展进行前沿性的展望。
[Abstract]:With the rapid development of the Internet and smart phones, people's daily life has become more and more inseparable from computers and mobile phones. Even people who get news and watch more and more television programs also choose to use computers and mobile phones. For traditional media such as newspapers, radio and television, Seems to be fading out of people's view. And the three major traditional media challenge is now in full swing of the "new media." and what is new media? How does the new media become popular in the masses and become the hot spot of people's street discussion? This paper adopts the literature research method, the contrast research method, the content analysis method. The definition and type characteristics of new media and new media advertisements are summarized. For new media and new media advertising to form their own clear definition. Through a comparative study of traditional media advertising and new media advertising to compare, Then it summarizes the types and characteristics of the new media advertisement compared with the traditional media advertisement. At the same time, it points out the advantages, opportunities, disadvantages, threats and other factors of the new media advertisement, and studies the countermeasures to solve the problem according to the specific content. This method can also provide experience for the development of new media advertising in the future. Under the detailed data reports such as the China Advertising Yearbook, the China Advertising Market report, and the latest data statistics of the network media research organizations such as Ery.com, the content Analysis method explores the transmission mechanism of new media advertisements. At the same time, on the basis of the existing research, this paper studies and forecasts the innovation and development of new media advertising in the future. At present, new media advertising is just a new thing. With the continuous improvement and development of the network, how will the new media develop in the future? It is still unknown what form new media advertising will produce. This paper hopes that the future development of new media advertising can be forerunner through the analysis of new media advertising.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;G206

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