新媒体环境下广告公司经营模式的嬗变
发布时间：2019-04-01 20:11
【摘要】：随着互联网技术的深入发展,各种新媒体技术的不断涌现,特别是大数据技术、移动互联网技术强暴的撕裂现有的传播生态和舆论格局。数字技术的通用性和低成本性使广告得以实现规模化生产从而不断拓展广告空间,而媒介种类的推陈出新使广告的媒介组合日益复杂和优化,以差异化的信息满足受众的个性化需求。广告公司一直处在市场最前沿,在媒体环境剧烈变化下,广告公司的经营模式必将随之创新。本文从企业实现价值方式的不同将经营模式分为:总成本领先模式、差异化经营模式和目标集聚经营模式。重点研究新媒体对广告公司三种经营模式的影响,对广告成本的影响从广告成本的构成、发布以及交易的费用三块加以分析;在差异化经营模式方面,从对广告形式的多样化,广告的创意制作,媒介的组合以及广告理念上的改变加以阐述;在目标集聚经营模式上,从新媒体对广告受众的媒介接触习惯,受众广告素养的提升以及广告受众的信息需求个性化几个方面进行详细研究。分析新媒体环境下,广告公司在三种经营模式上的改革。总成本领先模式下,其变化主要体现在,广告投放的精准化,广告形式多元化,广告传播全网化;差异化经营模式下,其变化主要体现在,新的广告项目的诞生,创新广告服务流程,开启广告规模定制服务功能;在目标集聚模式下,其变化主要体现在,为散小客户提供规模化服务,集聚服务以及针对特定的虚拟社区提供整合服务。并针对现有传媒市场环境变化,总结现有广告公司经营模式上的不足,提出“精细化管理+延伸增值化服务”的经营模式。希冀为我国广告公司经营管理者,在媒体新的发展态势下,提供一些有益参考。
[Abstract]:With the in-depth development of Internet technology, the emergence of a variety of new media technologies, especially big data technology, mobile Internet technology rape torn apart the existing communication ecology and public opinion pattern. The generality and low cost of digital technology enable advertising to achieve large-scale production and continue to expand the advertising space, and the introduction of media types makes the media combination of advertising more and more complex and optimized. Meet the personalized needs of the audience with differentiated information. Advertising companies have been in the forefront of the market, in the dramatic changes in the media environment, advertising companies' business model will be innovative. This paper divides the business model into three types: total cost leading mode, differential management mode and target cluster management mode according to the different ways of realizing the value of the enterprise. Focus on the impact of new media on the three business models of advertising companies, the impact on advertising costs from the composition of advertising costs, publishing and transaction costs three pieces to be analyzed; In the aspect of differential management mode, this paper expounds the diversification of advertising form, the creative production of advertisement, the combination of media and the change of advertising concept. In the mode of target gathering management, this paper makes a detailed study on the media contact habits of the new media to the advertising audience, the improvement of the audience's advertising literacy, and the individuation of the advertising audience's information demand. Analysis of the new media environment, advertising companies in the three business models on the reform. Under the mode of total cost leading, the change is mainly reflected in the precision of advertising delivery, the diversification of advertising forms, and the whole network of advertising dissemination; Under the differentiated management mode, the changes are mainly reflected in the birth of new advertising projects, the innovation of advertising service flow, and the opening of advertising scale customization service function; In the mode of target clustering, the change is mainly reflected in providing large-scale services for small and scattered customers, gathering services and providing integrated services for specific virtual communities. Aiming at the change of the current media market environment, this paper sums up the deficiency of the existing advertising company's management mode, and puts forward the management mode of "refined management extending value-added service". I hope to provide some useful references for the management and management of advertising companies in China under the new development trend of the media.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;G206-F
，
本文编号：2451867
[Abstract]:With the in-depth development of Internet technology, the emergence of a variety of new media technologies, especially big data technology, mobile Internet technology rape torn apart the existing communication ecology and public opinion pattern. The generality and low cost of digital technology enable advertising to achieve large-scale production and continue to expand the advertising space, and the introduction of media types makes the media combination of advertising more and more complex and optimized. Meet the personalized needs of the audience with differentiated information. Advertising companies have been in the forefront of the market, in the dramatic changes in the media environment, advertising companies' business model will be innovative. This paper divides the business model into three types: total cost leading mode, differential management mode and target cluster management mode according to the different ways of realizing the value of the enterprise. Focus on the impact of new media on the three business models of advertising companies, the impact on advertising costs from the composition of advertising costs, publishing and transaction costs three pieces to be analyzed; In the aspect of differential management mode, this paper expounds the diversification of advertising form, the creative production of advertisement, the combination of media and the change of advertising concept. In the mode of target gathering management, this paper makes a detailed study on the media contact habits of the new media to the advertising audience, the improvement of the audience's advertising literacy, and the individuation of the advertising audience's information demand. Analysis of the new media environment, advertising companies in the three business models on the reform. Under the mode of total cost leading, the change is mainly reflected in the precision of advertising delivery, the diversification of advertising forms, and the whole network of advertising dissemination; Under the differentiated management mode, the changes are mainly reflected in the birth of new advertising projects, the innovation of advertising service flow, and the opening of advertising scale customization service function; In the mode of target clustering, the change is mainly reflected in providing large-scale services for small and scattered customers, gathering services and providing integrated services for specific virtual communities. Aiming at the change of the current media market environment, this paper sums up the deficiency of the existing advertising company's management mode, and puts forward the management mode of "refined management extending value-added service". I hope to provide some useful references for the management and management of advertising companies in China under the new development trend of the media.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;G206-F
，
本文编号：2451867
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