基于大数据的京东商城广告传播策略分析

发布时间：2018-06-13 05:14

本文选题：大数据 + 营销　；参考：《河北大学》2015年硕士论文

【摘要】：自互联网的发展愈加深入,依托于互联网的价值体现也越加的明显,而大数据作为互联网的产物其应用价值逐渐渗透到我们生活中的各个方面。尤其在电子商务平台作为数据载体的情况下,其储存的数据具有不可估量的价值,基于这样的优势电商企业对于数据的应用比其他类型的企业要更加的深入和广泛。本文主要以大数据为依托,从大数据与企业营销传播之间的关系入手,阐述了大数据对于京东商城的应用价值,进而研究了京东商城基于大数据的广告传播策略。第一章内容主要说明了大数据在京东商城的应用,及京东商城依靠大数据制定广告传播策略。第二三四章,主要是从广告传播定位、广告传播创意手法、广告传播媒介三个角度具体分析和解释了京东商城广告传播策略的优势,突出其传播特色,通过对具体广告案例传播策略的深度解析,进一步印证大数据在电子商务行业中的广泛应用。最后一章内容从宏观上总结了基于大数据的京东商城的广告传播策略,从中挖掘亮点,寻找不足,针对问题为京东商城提出建议,同时为其他基于互联网大数据的电商企业提供借鉴意义。
[Abstract]:Since the development of the Internet has become more and more in-depth, relying on the value of the Internet also more obvious, and big data as a product of the Internet its application value gradually penetrated into all aspects of our lives. Especially in the case of e-commerce platform as a data carrier, its stored data has inestimable value, based on the advantages of e-commerce enterprises to the application of data more in-depth and extensive than other types of enterprises. Based on big data and the relationship between big data and enterprise marketing communication, this paper expounds the application value of big data to JingDong Mall, and then studies the advertising communication strategy of JingDong Mall based on big data. The first chapter mainly explains the application of big data in JingDong Mall, and JingDong Mall relies on big data to formulate advertising communication strategy. Chapter 234 mainly analyzes and explains the advantages of advertising communication strategy of JingDong mall from three angles of advertising communication positioning, advertising communication creative techniques and advertising media. Through the in-depth analysis of the specific advertising case communication strategy, it further confirms the wide application of big data in the electronic commerce industry. The last chapter summarizes the advertising communication strategy of JingDong Mall based on big data macroscopically, excavates the bright spot from it, looks for the insufficiency, and puts forward some suggestions for JingDong Mall. At the same time for other Internet-based big data-based e-commerce enterprises to provide reference.
【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】：F724.6;F713.8

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