社交媒体广告的表现策略研究

发布时间：2018-01-14 17:37

本文关键词：社交媒体广告的表现策略研究　出处：《浙江理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在社会化媒体时代，社交媒体广告作为一种新型的网络媒体广告形式，具有用户触达广，精准相关度高，用户参与度深，社交场景丰富等信息传达优势和商业价值。社交媒体将成为广告业不可忽视的推动者及新型投放渠道。广告的表现策略作为广告有效传播的一个重要手段，是社交媒体广告发展中值得探讨的问题之一。国内的社交媒体，如新浪微博、腾讯、微信及美丽说等，虽然已经拥有足够的流量和用户规模，但其社交媒体的广告价值尚未真正运用到品牌营销与推广中来。对于国内来说，现在仅仅是社交媒体广告探索期的开始，，在广告的社交性和互动性方面的研究与应用上都有很大的拓展空间。本文的研究重点是社交媒体广告的表现策略，分别从创意和表现两方面展开研究。首先，从媒体平台和用户角度探究了社交媒体的平台特征、社交媒体用户的心理和社交行为特征，总结出社交媒体广告与传统互联网广告的异同，发现社交媒体广告的核心优势来源于社交媒体的用户价值与平台价值。其次，结合国内外相关实例，总结了社交媒体广告创意过程中应遵循的原则，以及利用技术与媒体特性呈现更好的用户体验的具体策略。本文的研究结果期待可以为社交媒体广告的创意与执行提供较好的借鉴意义，真正发挥出社交媒体广告的商业潜能，获得理想的市场传播效果。最后，将本文研究得出的部分结论应用于人设计实践，为今后更进一步的研究打下基础。
[Abstract]:In the era of social media, social media advertising as a new type of network media advertising form, has a wide range of users, accurate correlation, user participation. Social media will become the driving force of advertising industry and a new type of delivery channel. Advertising performance strategy as an important means of effective dissemination of advertising. Domestic social media, such as Sina Weibo, Tencent, WeChat and Beautiful, have enough traffic and user size. But the advertising value of its social media has not been really applied to brand marketing and promotion. For the domestic, it is only the beginning of the exploration period of social media advertising. The research and application of the social and interactive aspects of advertising have a lot of room for expansion. This paper focuses on the performance strategy of social media advertising, respectively from the creative and performance aspects of the study. First, from the media platform and user perspective to explore the platform features of social media. The psychological and social behavior characteristics of social media users, summed up the similarities and differences between social media advertising and traditional Internet advertising. Found that the core advantages of social media advertising come from the social media user value and platform value. Secondly, combined with the relevant examples at home and abroad, summed up the social media advertising creative process should follow the principles. And the use of technology and media features to present a better user experience specific strategies. The results of this study hope to provide a better reference for the creative and implementation of social media advertising. Finally, some conclusions of this paper are applied to the practice of human design, which will lay a foundation for further research in the future.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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