网络视频广告传播效果的优化策略研究

发布时间：2018-04-30 17:54

本文选题：网络视频广告 + 广告效果　；参考：《北京印刷学院》2015年硕士论文

【摘要】：互联网视频产业目前处在不断的技术革新，内容颠覆及产业融合的大背景下，广告作为网络视频重要的盈利方式，，其效果亟须进一步优化。本文研究了国内外大量相关书籍、资料、报告及研究成果，基于实践中的积累与思考，主张在广告投放时进行传播策略的优化将能够有效提升网络视频广告的传播效果。在充分研究了重点影响网络视频广告效果的因素之后，综合运用传播学相关的理论原理，提出具有实操意义的网络视频广告传播效果优化策略，打破了以往学者研究广告效果的路径，从切合实际的优化传播策略入手，为提升网络视频广告效果提供了方向，也为视频广告投放行业的实际操作提供了理论性的指导和借鉴。遵循发现问题，分析问题，解决问题的研究路径，本文的研究分为五个部分：第一部分，绪论，基于理论研究和考察实践需要的层面上，阐述为什么要研究该问题，为什么要站在策略的角度研究该问题，得出结论—从传播策略层面切入研究如何提升广告效果将是独到的、创新的、必要的研究方向；第二部分，阐明网络视频广告的发展现状及存在的效果问题；第三部分，分析影响网络视频广告效果的主要因素是受众及媒介内容；第四部分，是本文主体部分，提出网络视频广告传播效果的具体优化策略；第五部分，是笔者对网络视频广告效果优化的一些思考和建议。
[Abstract]:Internet video industry is currently in the background of continuous technological innovation, content subversion and industrial convergence. Advertising, as an important profit way of network video, needs to be further optimized. This paper studies a large number of relevant books, materials, reports and research results at home and abroad. Based on the accumulation and thinking in practice, it is advocated that the optimization of communication strategy when advertising is put in can effectively improve the communication effect of online video advertisements. After fully studying the factors that affect the effect of network video advertisement, this paper puts forward the optimization strategy of network video advertising effect based on the theory of communication. It breaks the way that scholars used to study the effect of advertising, starts with the practical optimization of communication strategy, provides a direction for improving the effect of online video advertising, and also provides theoretical guidance and reference for the actual operation of the video advertising industry. The research of this paper is divided into five parts: the first part, the introduction, based on the theoretical research and the need to investigate the practical level, explain why to study this problem. Why should we study this problem from the perspective of strategy? come to the conclusion that it is unique, innovative and necessary to study how to improve the advertising effect from the aspect of communication strategy; the second part, The third part analyzes the main factors that affect the effect of network video advertising is the audience and media content; the fourth part is the main part of this article. The fifth part is the author's thoughts and suggestions on how to optimize the effect of network video advertisement.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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