产品广告对消费者产生的影响探究

发布时间：2018-01-19 13:44

本文关键词： 产品产品广告消费者消费心理　出处：《山东轻工业学院》2012年硕士论文　论文类型：学位论文

【摘要】：随着社会的不断发展，消费形式日新月异的改变，产品广告在当今的社会中已经发展到了无时不有的地步。产品广告在产品销售环节中起到了无以伦比的重要意义。在我们的生活中起到引导消费、促进生产、方便人民生活、促进经济、扩大流通等积极作用。产品广告针对的对象就是消费者。如果产品要想获得消费者的认可，那产品广告就必需要符合消费者心理和行为特点。本文以立白集团推出的“立白洗衣液”为例对产品广告对消费者产生的影响进行了深入的研究。本文的主要内容为：第一部分，主要介绍课题的研究背景、研究目的和研究意义，用大体概括的形式来描述各章节的主要内容。第二部分，通过广告及产品广告的概念来引出研究课题，重点阐述广告的概念和发展历史，以产品广告的主要概念和特征。产品广告社会责任的某些批评不够客观及对研究存在遗漏。第三部分，是整篇文章的重点之一，开始简单阐述产品；企业的本质就是产品；论述市场机会洞察；以及产品战略定位；产品的设计定位；最后是产品的4p策略，并以“立白洗衣液”为例，，从整合营销传播来分析，如何将产品通过各种不同的媒介推向市场。第四部分，是整篇文章的重点，主要是从消费者的消费心理的角度，对“立白洗衣液”产品广告对消费者心理的影响进行系统的分析与总结。第五部分，主要阐述消费动机的概念以及特征，最后围绕产品广告如何激发消费动机来阐述。第六部分也是最后部分，是对整篇论文的总结，并分析一下产品广告的发展趋势。论文的目标就是为了通过案例研究，更好的论证和探索产品广告，怎样才能更深刻的去打动消费者产生了购买欲望，以及它们两者之间的关联。这对于广告事业的长期发展有着更为深远的意义。
[Abstract]:With the continuous development of society, the consumption form changes with each passing day. The product advertisement has already developed to the situation in the society all the time. The product advertisement has played the unparalleled significance in the product sale link. In our life, the product advertisement has played the leading consumption, the promotion production. To facilitate people's life, promote the economy, expand circulation and other positive effects. Product advertising is targeted at consumers. If the product wants to be recognized by consumers. That product advertisement must accord with consumer psychology and behavior characteristic. This paper takes Libai Laundry as an example to deeply study the influence of product advertisement on consumers. The main contents of this paper are as follows: the first part mainly introduces the research background of the subject. The purpose and significance of the research, using the general form to describe the main content of each chapter. The second part, through advertising and product advertising concepts to lead to the research topic, focusing on the concept of advertising and development history. Based on the main concepts and characteristics of product advertising, some criticisms of social responsibility of product advertising are not objective enough and there are omissions to the research. The third part is one of the emphases of the whole article. The essence of an enterprise is the product; Discuss the market opportunity insight; And product strategic positioning; Product design positioning; Finally, it is the 4p strategy of the product, and take "Libai Laundry liquid" as an example, from the integrated marketing communication analysis, how to bring the product to the market through various media. 4th, is the whole article's focal point. Mainly from the consumer's consumer psychology angle, the article carries on the systematic analysis and the summary to the "Libai Laundry liquid" product advertisement to the consumer psychology influence. 5th, mainly elaborated the consumption motive concept and the characteristic. The last part is the summary of the whole paper and the analysis of the development trend of the product advertisement. The goal of the paper is to better demonstrate and explore the product advertising through case study, how to move the consumer to purchase desire more deeply. And the relationship between them. This has a more far-reaching significance for the long-term development of advertising.
【学位授予单位】：山东轻工业学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F426.72;F274

【共引文献】