校园广告营销与大学生校园创业矛盾关系分析

发布时间：2018-04-02 01:19

本文选题：大学生创业　切入点：大学校园广告管理　出处：《吉林大学》2017年硕士论文

【摘要】：当前,政府部门和各大学都从注册、资金、场地、税费等角度,为大学生校园创业出台了一系列的扶持政策,但从校园广告营销角度给予特别的关注,不论是理论研究还是在实践层面,均属空白。论文选择这一角度关注大学生校园创业问题,力求揭示当前大学生校园创业与大学校园广告营销管理的矛盾关系,寻找在理论上科学,实际上可行的管理措施,为完善大学生校园创业扶持政策体系,改进大学校园广告管理提供一个新的思路。论文共分五个部分,按照提出问题、分析问题、解决问题的逻辑机理,依次展开论述。第一部分为“绪论”,简要介绍了课题相关研究的概况以及论文的研究背景、意义、主要方法和内容,对论文期望取得的研究成果及其创新点,也进行了展望。第二部分是对大学生校园创业现状的分析,通过定性分析、案例研究、抽样调查,首先总结归纳当前大学生校园创业的发展现状、存在问题,然后指出广告营销的不足对大学生校园创业的制约。接下来,在第三部分着重探讨大学校园广告管理与大学生校园创业的广告营销困境的关系,从大学校园广告管理的现状出发,揭示大学校园广告管理现状是造成大学生校园创业广告营销不足的成因之一,把大学校园广告管理引入大学生校园创业的研究领域,把大学生校园创业引入大学校园广告管理研究领域。在确立两者关系的基础上,在第四部分的“解决大学校园广告管理与大学生校园创业矛盾的对策研究”中,提出对策建议,探讨大学校园广告管理对大学生校园创业的扶持政策措施。在最后的“结语”部分,对论文研究所得和不足进行总结,对下一步研究方向作出展望。论文研究的意义和价值,主要体现在选题角度的创新上。在当前,将大学生创业广告营销困境与大学校园广告管理相联系的研究尚属空白的背景下,以大学生校园创业与大学校园广告管理的关系为研究角度,对大学生创业及大学校园广告管理研究进行补充和发展。另外,论文在理论研究、实证分析和抽样调查的基础上,提出广告营销困境是大学生校园创业的重要制约因素之一,并认为现行的大学校园广告管理对商业广告的抵制,是造成大学生校园创业广告营销不足的原因之一,对重新认识大学生校园创业和大学校园广告管理开辟了一个新的视角,同时论文主张对大学生校园创业给予包括广告营销方面的“精准”的扶持,也为完善大学生校园创业扶持政策体系、改进大学校园广告管理,提供了一个新的观点和思路。以此而言,论文的研究具有一定的理论价值和实践意义。
[Abstract]:At present, government departments and universities have issued a series of supporting policies for college students to start their own businesses in terms of registration, funds, venues, taxes, etc., but they pay special attention to it from the perspective of campus advertising marketing.Both theoretical research and practice are blank.The thesis chooses this angle to pay close attention to the problem of college students' campus entrepreneurship, and tries to reveal the contradictory relationship between college students' campus entrepreneurship and campus advertising marketing management, and to seek scientific and practical management measures in theory.It provides a new way to perfect the policy system and improve the management of campus advertisement.The paper is divided into five parts. According to the logical mechanism of problem raising, problem analysis and problem solving, it is discussed in turn.The first part is "introduction", which briefly introduces the research background, significance, main methods and contents of the research, and also looks forward to the expected research results and their innovations.The second part is the analysis of the current situation of college students' campus entrepreneurship, through qualitative analysis, case study, sample investigation, first summed up the current situation of college students' campus entrepreneurship development, existing problems.Then it points out that the deficiency of advertising marketing restricts college students' campus entrepreneurship.Then, in the third part, we focus on the relationship between campus advertising management and the advertising marketing dilemma of college students' campus entrepreneurship, starting from the current situation of college campus advertising management.To reveal the current situation of campus advertising management is one of the causes of the insufficient marketing of college students' campus entrepreneurial advertising, and to introduce the university campus advertising management into the research field of college students' campus entrepreneurship.This paper introduces college students' campus entrepreneurship into the research field of campus advertising management.On the basis of establishing the relationship between the two, in the fourth part of the "University campus advertising management and college students campus entrepreneurial contradictions of countermeasures", put forward countermeasures and suggestions,This paper discusses the policy and measures of university campus advertising management to support college students' campus entrepreneurship.In the last part of the conclusion, the author summarizes the achievements and shortcomings of the thesis, and looks forward to the future research direction.The significance and value of the thesis research are mainly reflected in the innovation of the selected topic angle.At present, the research on the relationship between the marketing dilemma of college students' entrepreneurial advertising and the management of college campus advertising is still blank, and from the perspective of the relationship between college students' campus entrepreneurship and college campus advertising management,The research on college students' entrepreneurship and campus advertising management is supplemented and developed.In addition, on the basis of theoretical research, empirical analysis and sample investigation, the thesis points out that advertising marketing dilemma is one of the important restricting factors for college students' campus entrepreneurship, and thinks that the current campus advertising management resists commercial advertising.It is one of the reasons for the insufficient marketing of college students' campus entrepreneurial advertising. It opens up a new angle of view for the re-understanding of college students' campus entrepreneurship and university campus advertising management.At the same time, the thesis advocates the "precise" support for college students' campus entrepreneurship, including the "precise" support in advertising marketing, which also provides a new viewpoint and train of thought for perfecting the policy system of college students' campus entrepreneurship support and improving the management of university campus advertisements.To this end, the study of the paper has a certain theoretical value and practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F279.2;G647.38

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