汽车广告对中国汽车消费文化的影响

发布时间：2018-01-19 22:24

本文关键词： 广告汽车产业消费文化影响　出处：《东北师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来，随着中国经济社会的快速发展，人、财、物的流动急速加快，国人的行走理念也随之发生了巨大变化。自2009年以来，中国汽车产销量跃居全球第一位。这一位次的背后，蕴含着巨大的商机。国内外大小汽车品牌争相分享伴随中国经济上升、人均居民消费水平提升期产生的这一巨大“汽车蛋糕”。而那只借以切蛋糕的“手”，就是国人的汽车消费文化。文化是一种看不见的力量，但文化决定着人的价值理念和消费意向。而引领大众汽车消费文化最有效的方式，当然是汽车广告。作为促销的重要手段,广告以符号的形式，，将商品信息传递给受众,潜移默化地影响着大众的价值观,引领着大众消费欲望,对社会消费文化的形成和发展起重要作用。汽车广告是汽车产销商在付出费用的基础上，通过各种传媒方式，以说服为手段，来推销自家汽车品牌的文化传播行为。研究汽车广告对国内汽车消费文化的影响，不仅有助于国内外汽车产销商更好的把握当前中国居民的汽车消费趋向，更好的定位销售经营策略；也有助于他们调整产品性能，更好的满足中国居民的汽车需求；更有助于中国居民透过纷繁的汽车广告，冷静看到广告背后的汽车品质；同时对中国政府宏观调控汽车经济政策也能提供一些启示。
[Abstract]:In recent years, with the rapid development of China's economy and society, the flow of people, wealth, and materials has been rapidly accelerated, and the Chinese people's concept of walking has also undergone tremendous changes since 2009. China's auto production and sales ranked first in the world. Behind this ranking, there are huge business opportunities. Domestic and foreign car brands are competing to share with China's economic growth. The huge "car cake" produced during the period when the average resident's consumption level was raised. And the "hand" through which the cake was cut is the car consumption culture of the people. Culture is an invisible force. But culture determines people's value concept and consumption intention, and the most effective way to lead mass car consumption culture is, of course, automobile advertisement. As an important means of promotion, advertising in the form of symbols, the transmission of commodity information to the audience, imperceptibly affecting the values of the public, leading the public consumption desire. Automobile advertising is a means of persuading automobile producers and marketers through various media methods on the basis of paying the cost to the formation and development of the social consumption culture and plays an important role in the formation and development of the social consumption culture. To promote their own brand of cultural communication behavior. To study the impact of automobile advertising on domestic automobile consumption culture, not only help domestic and foreign auto manufacturers to better grasp the current trend of automobile consumption of Chinese residents. Better positioning sales management strategy; Also helps them adjust the product performance, better meets the Chinese resident's automobile demand; It also helps Chinese residents to see the car quality behind the advertisement calmly through the numerous automobile advertisements; At the same time to the Chinese government macroeconomic regulation and control of automotive economic policy can also provide some enlightenment.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F426.471

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