视频弹幕广告：网络时代企业营销新视角

发布时间：2018-04-28 07:00

本文选题：弹幕广告 + 视频弹幕广告　；参考：《华中师范大学》2017年硕士论文

【摘要】：弹幕现象的出现,是当今时代社交网络发展的必然产物。弹幕视频所具备的实时评论与即时互动的特性不断地吸引着大批的网络用户,它的火爆也为弹幕广告的出现以及通过弹幕广告来实现企业产品的营销推广提供了某种可能性。目前为止所出现的弹幕广告包括视频弹幕广告、户外弹幕广告、电视弹幕广告、影院弹幕广告、海报式弹幕广告宣传牌等。本文将以视频弹幕广告为主要研究对象。本篇论文包括四个章节,绪论部分主要介绍了论文相关的研究背景、意义、研究现状,以及研究方法;本文的第一章,介绍了弹幕广告的定义、弹幕广告的应用场景,并对弹幕广告得以出现的相关原因进行了分析;第二章,主要是对视频弹幕广告的特征进行阐述,同时梳理探讨了其在实现企业产品营销上的四项优势,并结合问卷调查结果加以验证分析;第三章,便是对视频弹幕广告在产品营销过程中的相应策略进行剖析,包括内容制作、推广方式和行为约束三个方面;第四章,则是站在思考视频弹幕广告所代表的营销趋势的角度上揭示其在网络时代所开拓出的新的营销思路,并预测弹幕广告的发展走向。同时,本文将会列举大量弹幕广告的相关实例,以期能对视频弹幕广告在产品营销上起到一定指导作用。同时,也希望借此项研究,为企业利用网络平台创新广告形式,实现低成本高效益的网络营销开拓一种新的思路。
[Abstract]:The appearance of screen phenomenon is the inevitable outcome of the development of social network. Projectile video has the characteristics of real-time comment and real-time interaction, which attracts a large number of network users. Its popularity also provides a possibility for the emergence of projectile advertising and the realization of marketing and promotion of enterprise products through projectile advertising. So far, there are video ads, outdoor ads, TV ads, cinema ads, poster ads and so on. This article will take the video projectile advertisement as the main research object. This paper includes four chapters, the introduction mainly introduces the research background, significance, research status and research methods. The first chapter introduces the definition of projectile advertisement, the application scene of projectile advertisement. The second chapter mainly expounds the characteristics of video projectile advertising, and discusses its four advantages in realizing the marketing of enterprise products. And combined with the results of the questionnaire to verify the analysis; the third chapter is to analyze the video screen advertising in the process of product marketing strategy analysis, including content production, promotion methods and behavior constraints three aspects; chapter four, From the angle of thinking about the marketing trend represented by the video screen advertisement, it reveals the new marketing ideas it has developed in the network age, and forecasts the development trend of the screen advertisement. At the same time, this paper will enumerate a large number of examples of projectile advertising, in order to play a guiding role in product marketing. At the same time, it is hoped that this research will open up a new way of thinking for enterprises to use the network platform to innovate the advertising form and realize the low cost and high benefit network marketing.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G206

【参考文献】