社会“碎片化”趋势下的中国传统电视广告传播精准化策略研究

发布时间：2018-04-14 15:38

本文选题：“碎片化” + 广告传播　；参考：《上海交通大学》2009年硕士论文

【摘要】： 目前,随着物质的极大丰富和消费需求的多元化,社会阶层的“碎片化”趋势在我国也越来越突出。人们不再按照统一的模式生活和思考,结果带来了价值观念和消费方式的多样化,由此使原来比较简单的社会阶层分解为众多的“碎片”。大众消费者向分众消费者转换,受众在接触信息时更多的注意自己的个性化需求,具有自主性和多样性的特点,这直接导致了传播的“碎片化”。电视作为一种大众传媒,面对的是广大的受众,而在“碎片化”的趋势下,受众由于各自观念和媒介消费方式的不同已经不再是铁板一块的整体,而是正在消解成一块块的小“碎片”。同时,广告作为电视传播中一个重要领域,它的地位和作用也在备受考验。广告的精准传播是广告主和媒体共同追求的目标,在“碎片化”的趋势下,广告的精准传播更被诸多媒体提上了议事日程。一些新兴媒体和国外电视媒体在广告精准传播方面的优势给国内传统电视广告传播带来了很大的挑战。国内传统电视广告传播应该做如何的应对才能适应这一社会发展趋势,以及应付来自新媒体和境外电视媒体的挑战呢,本文将从四个部分来展开对这个问题的探讨和研究。本文第一章主要对选题的由来、研究的意义、研究的方法和创新点做简要的介绍;第二章对文章需要阐述的相关概念和理论做了回顾,包括社会大环境——“碎片化”及其对传统电视广告传播的影响、广告的概念以及从传播学和营销学两个学科角度出发对广告进行阐释,并论述了在社会“碎片化”趋势下传统电视广告传播精准化的必要性;第三章运用SWOT分析法对社会“碎片化”趋势下的中国传统传统电视广告传播的优势、劣势、机会、威胁进行了论述,较全面的展示了社会“碎片化”趋势下的中国传统电视广告传播所面临的内部条件和外部环境,并为最后一章的策略设计打下了一个基础;第四章是本文的重心,从上文的论述总结出应对社会“碎片化”的环境,中国传统电视广告传播自身需要做的调整和应对策略,这个策略设计紧扣前文的广告传播理论,从传播流程的各个环节出发,对策略进行剖析。同时运用第三章的SWOT分析的结论,对策略进行撷取和总结,在最后用一个图形归结出整个文章的脉络和关联性。
[Abstract]:At present, with the great enrichment of material and the diversification of consumption demand, the "fragmentation" trend of social stratum is more and more prominent in our country.People no longer live and think according to the unified mode, resulting in the diversification of values and consumption patterns, which makes the original relatively simple social stratum decomposed into numerous "fragments".Mass consumers transform to focus consumers, the audience pays more attention to their own personalized needs when they contact information, which has the characteristics of autonomy and diversity, which directly leads to the "fragmentation" of communication.As a kind of mass media, television is faced with a broad audience. However, under the trend of "fragmentation", the audience is no longer a monolithic whole because of their different concepts and media consumption patterns.They are dissolving small pieces of "fragments".At the same time, advertising as an important field of television communication, its position and role is also being tested.The accurate communication of advertisement is the goal that advertisers and media pursue together. Under the trend of "fragmentation", the accurate communication of advertisement is put on the agenda by many media.The advantages of some new media and foreign TV media in advertising precision communication have brought great challenges to the traditional TV advertising communication in China.In order to adapt to this social development trend and to deal with the challenges from new media and foreign TV media, this paper will discuss and study this issue from four parts.The first chapter introduces the origin of the topic, the significance of the research, the methods and innovations of the research, and the second chapter reviews the related concepts and theories that need to be elaborated.Including the social environment-"fragmentation" and its impact on the traditional television advertising dissemination, the concept of advertising and the interpretation of advertising from the perspective of communication and marketing.It also discusses the necessity of the accuracy of traditional TV advertisement communication under the trend of "fragmentation" in society, the third chapter uses SWOT analysis method to analyze the advantages, disadvantages, opportunities of traditional Chinese television advertising communication under the trend of social "fragmentation".The threat is discussed, which comprehensively shows the internal conditions and external environment of Chinese traditional TV advertising communication under the trend of "fragmentation", and lays a foundation for the strategy design of the last chapter.The fourth chapter is the focus of this paper, from the above discussion summarizes the social "fragmentation" of the environment, China's traditional television advertising communication needs to do the adjustment and coping strategies, this strategy design closely to the previous advertising communication theory,Starting from each link of the communication process, this paper analyzes the strategy.At the same time, the conclusion of SWOT analysis in Chapter 3 is used to extract and summarize the strategy, and at last, a graph is used to sum up the context and relevance of the whole article.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【引证文献】