品牌时代下以大学生为主要消费群体的广告表现研究

发布时间：2018-04-05 07:52

本文选题：广告表现　切入点：品牌时代　出处：《浙江工商大学》2010年硕士论文

【摘要】： 在市场竞争日益激烈之下的品牌时代,行业和产品在不断细分的同时,商家也在对目标消费群体不断进行细分,曾经被忽视的大学生消费群体日渐成为商家抢夺的一块诱人蛋糕。我国在校大学生数量位居世界第一,他们是将来社会的中流砥柱。无论是从其现实购买力还是从潜在消费价值来分析,都是任何商家所不容忽视的。中国由于人口众多,已成为全球最大的消费市场之一,但是从广告角度来对大学生消费群体所作的研究却很少,尤其是在品牌时代之下,对探究定位以大学生为目标消费群体而进行品牌细分、推广的策略研究目前尚属空白。正因如此,本研究试图分析以大学生为主要诉求对象的广告表现研究,为商家提供适时的广告营销策略；为以高校大学生为目标群体的传媒提供对策与建议；同时为校园文化建设尽鄙人微薄之力。本文是通过研究定位在大学生消费群体的现有品牌,从大学生消费能力、消费特性和优秀的品牌广告表现之间的关系,采纳权威专家的观点,结合笔者的深入调查分析与体会,再通过成功品牌广告案例来探究其如何捕获受众群对品牌的忠诚度。着重分析大学生目标消费市场的消费能力和消费倾向特性,找出广告与大学生消费群体间的关系,从视觉设计和营销策划角度来分析针对大学生主要消费群体的广告表现,总结出网络广告与校园现场互动活动广告是未来高校广告表现的两大趋势。
[Abstract]:In the era of brand under the increasingly fierce market competition, while the industry and products continue to be subdivided, businesses are also constantly subdividing the target consumer groups.Once neglected university student consumer group gradually becomes a business snatching an attractive cake.The number of college students in China ranks first in the world, they are the mainstay of the future society.Whether from its real purchasing power or from the potential consumption value analysis, is any business can not be ignored.Because of its large population, China has become one of the largest consumer markets in the world, but there are few studies on college students' consumer groups from the perspective of advertising, especially in the era of brand name.The strategy of brand segmentation and promotion is still blank.For this reason, this study attempts to analyze the advertising performance of college students as the main target, to provide timely advertising marketing strategies for businesses, to provide countermeasures and suggestions for the media with college students as the target group.At the same time for the construction of campus culture to do my meager contribution.This article is through the research localization in the university student consumer group present brand, from the university student consumptive ability, the consumption characteristic and the outstanding brand advertisement performance relations, adopts the authority expert's viewpoint, unifies the author's thorough investigation analysis and the experience.Then through successful brand advertising cases to explore how to capture the audience loyalty to the brand.This paper analyzes the characteristics of consumption ability and propensity of college students' target consumer market, finds out the relationship between advertising and college students' consumption groups, and analyzes the advertising performance of the main consumer groups of college students from the perspective of visual design and marketing planning.It is concluded that the network advertisement and the campus spot interactive activity advertisement are the future university advertisement performance two big trends.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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