J公司婴儿纸尿裤媒体策略优化研究

发布时间：2018-04-24 20:05

本文选题：媒体策略 + 新媒体　；参考：《东华大学》2017年硕士论文

【摘要】：近年来我国广告媒体行业经历了快速发展时期,而又受到经济发展的制约增速放缓甚至呈现缩减趋势,市场虽然相对繁荣但竞争却越来越激烈。与此同时依托信息技术的进步,各种新兴媒体形态得以实现,丰富了市场并推动着行业进步。实质上中国广告媒体市场资源相对过剩,却因为缺乏行业标准和规则而始终处于卖方市场。面对着媒体种类与数量激增、传播效果难以以销售衡量、受众分化且多变的环境,如何有效控制成本,提高媒体投放效能,真正实现销售转换,成了所有广告主所面临的难题。在企业实际媒体策略的过程中,广告主需要通过大数据对受众群体进行深入研究,洞察其购买行为和触媒习惯,并结合品牌特性和消费者认知,运用合理的媒体组合,才能精准有效地进行广告传播,达到触达潜在目标消费者或实现销售转化等预期效果的目的。本文从婴儿纸尿裤企业对实现营销目标的现实需求出发,结合竞品媒体策略研究、品牌目标受众认知和媒体习惯市场调研、品牌广告媒体投放效果市场调研,在归纳总结前人研究的基础上,通过分析产品目标消费群体的实际情况和不同因素对广告媒体组合策略及投放效果的影响,发现并提出企业媒体策略可能实际存在的问题,为提出优化企业媒体组合策略建立了研究基础。在广告媒体投放效果调研中,通过核心客户甄别、设置对比组别等方法,从多维度获取消费者对企业广告的实际反馈。同时通过比较分析视频广告和网络硬广等不同媒体的特性,以及对受众产生的不同触达效果,为企业进行媒体组合策略建立了决策基础。通过对企业实际问题的分析,提出了媒体组合策略的整体优化方案,并将调研结果结合阶段性投放目标应用于该媒体组合策略的实施过程,目的在于使优化策略符合消费者偏好并贴近企业目标。最后通过策略实施分析对优化策略的可行性及优化效果的指标达成预期进行验证,为品牌实现预期的销售目标奠定了基础。
[Abstract]:In recent years, the advertising media industry in our country has experienced a period of rapid development, but the growth rate is slowing down or even showing a shrinking trend due to the restriction of economic development. Although the market is relatively prosperous, the competition is becoming more and more fierce. At the same time, relying on the progress of information technology, a variety of emerging media forms can be realized, enriching the market and promoting industry progress. In essence, China's advertising media market is relatively surplus, but it is always in the seller's market because of the lack of industry standards and rules. In the face of the proliferation of media types and quantity, the communication effect is difficult to measure by sales, the audience is divided and changeable environment, how to effectively control the cost, improve the efficiency of media delivery, truly achieve sales conversion, has become a problem faced by all advertisers. In the process of enterprise actual media strategy, advertisers need to conduct in-depth research on the audience through big data, insight into their purchasing behavior and catalyst habits, and combine brand characteristics and consumer cognition, and use a reasonable media mix. In order to accurately and effectively spread advertising, reach the potential target consumers or achieve sales conversion and other expected results. This paper starts from the actual demand of infant diaper enterprises to achieve the marketing goal, combines the research of competitive media strategy, brand target audience cognition and media habit market research, brand advertising media delivery effect market research, On the basis of summing up the previous studies, by analyzing the actual situation of product target consumer group and the influence of different factors on advertising media combination strategy and the effect of advertising media delivery, the paper finds and puts forward the problems that may exist in enterprise media strategy. The research foundation of optimizing enterprise media combination strategy is established. In the research of advertising media delivery effect, through the methods of core customer screening and setting up contrast groups, the actual feedback of consumers to corporate advertising is obtained from multiple dimensions. At the same time, by comparing and analyzing the characteristics of different media such as video advertisement and network hard and wide, as well as the different contact effect to the audience, this paper establishes the decision-making foundation for the media combination strategy of the enterprise. Through the analysis of the actual problems of the enterprise, the paper puts forward the overall optimization scheme of the media combination strategy, and applies the investigation results to the implementation process of the media combination strategy. The aim is to make the optimization strategy accord with the consumer preference and close to the enterprise goal. Finally, the feasibility of the optimization strategy and the target of the optimization effect are verified by the strategy implementation analysis, which lays the foundation for the brand to achieve the expected sales target.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F416.8;F274

【参考文献】