分享在新媒体环境下的广告传播价值研究

发布时间：2018-09-06 13:47

【摘要】：随着互联网、社交媒体特别是移动媒体技术的发展,媒体不再为专业机构所垄断,信息不再受地理范围所限制,信息分享变得轻而易举且规模宏大。如此大的转变持续影响着整个社会,也影响着广告营销的行为取向。不去分析人们分享的动机以及能让他人产生共鸣的原因,不去理解这些分享行为的结果,在新媒体环境下的广告传播就会变得一筹莫展。在一个全新的,紧密连接的科技化世界中,我们每一个个体如何、为何以及怎样分享和分享哪些东西?这些分享行为具备怎样的影响甚至改变世界的能力?这杯装在“分享”“新瓶”中的“旧酒”如何体现出新媒体时代的广告传播价值?本文将从实证研究的角度对其进行探究。通过梳理国内外文献研究发现,对于分享行为的研究很多,但对于分享价值的探讨,特别是在网络化媒体时代分享所具备的广告传播价值的研究鲜有涉及。本研究从四个角度对分享的广告传播价值进行探讨。首先,分享在传统媒体环境下因受制于传播途径以及有限的传播内容,存在诸多的传播限制,导致其处于大众传播的主流传播方式之外,因而致使其广告传播价值存在争议;其次,在新媒体时代,特别是网络媒体的开放共享特性,使分享的价值得以释放,具体可以通过新媒体时代的传播特征、新媒体广告的传播价值以及分享在新媒体环境下的价值呈现三个方面对分享价值的各个角度进行挖掘与呈现;再则,通过对网民社交和购买行为的研究,通过对淘宝、微信、社交电商三者通过分享构建其价值体系的分析充分体现分享的广告传播价值;最后,分享蕴含如此巨大的价值,企业对分享的应用价值几何?如何恰如其分的运用分享实现价值?都是现代企业面临并亟待解决的问题,也是本文的策略探讨部分。在最后部分,本文加入了分享经济这一节,意图通过分享理念运用到实践中,再次肯定分享的价值,并对其价值从理念到实际应用实现价值提升。
[Abstract]:With the development of the Internet, social media, especially mobile media technology, media is no longer monopolized by professional organizations, information is no longer limited by geographical scope, information sharing becomes easy and large-scale. Motivation and the reasons that resonate with others, without understanding the consequences of these shared behaviors, advertising in a new media environment can become overwhelming. In a new, tightly connected, technological world, how do each of us, why and how do we share and share what we have? How does this glass of "old wine" in the "sharing" and "new bottle" reflect the value of advertising communication in the new media era? This paper will explore it from the perspective of empirical research. This study explores the value of shared advertising communication from four perspectives. Firstly, sharing in the traditional media environment due to limited communication channels and limited content, there are many communication constraints, resulting in its position. Besides the mainstream mode of mass communication, the value of advertising communication is controversial; secondly, in the new media era, especially the open and sharing characteristics of the network media, the value of sharing can be released through the communication characteristics of the new media era, the value of new media advertising and sharing in the new media environment. The value presents three aspects to excavate and present the various angles of shared value; secondly, through the study of netizens'social and purchasing behavior, through the analysis of Taobao, Weixin and social e-commerce through sharing and constructing their value system, the value of shared advertising communication is fully reflected; finally, sharing such great value, Enterprises In the last part of this paper, we add the section of sharing economy, which is intended to affirm the value of sharing and its price again by applying the concept of sharing to practice. Value from concept to practical application to achieve value enhancement.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.8

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