网络售楼广告的互动设计研究

发布时间：2018-05-11 01:03

本文选题：售楼广告 + 互动设计　；参考：《北京工业大学》2012年硕士论文

【摘要】：随着网络的发展和普及，网络广告已经被越来越多的企业或商家所重视，现有的广告市场正逐步的被网络广告切割与分流。房地产行业的迅猛发展直接带动了房地产网络售楼广告的繁荣。自2010年开始，国家为了加强对房地产市场的调控和房产泡沫价格的打压，通过“限购政策”、“限价政策”、“二套房贷款政策”等控制房产投资行为，导致了房地产市场销量低靡，房产广告的竞争日趋激烈。当今的网络广告的重要特性之一是互动，得益于网络广告的互动性，使得传播者和受众之间的广告信息流动更加及时和直接。对比于传统媒体广告而言，网络广告的互动传播在很大程度上增强了受众选择的机会与能力，，网络广告的互动效应产生的效果成为了广告传播成功与否的关键之一。而研究网络广告的互动效应如何得到更大程度的发挥，受众的心理接受能力与行为特点是不能忽略的。鉴于国外互动广告的发展情况和带来的效果以及国内新媒体技术的发展状况，使在国内拓展互动广告的更广泛的应用空间成为了可能。数字艺术是数字时代的计算机技术，网络交互技术以及远程通讯技术等技术综合应用的一种最新的表现手段。网络广告中房地产行业的广告数量排第一，于是从房产网络广告的互动设计入手去论证在新媒体时代网络广告将以怎样的新形态展现在大众面前，新媒体技术将以何种方式影响和介入网络互动广告的创作成为了研究核心。从数字技术的应用出发，通过对其技术的演化和拓展性的研究，结合精准营销、广告学、心理学等多学科思维，研究怎样针对互动广告的不同客户体验进行互动设计，利用互动广告这一强大的表现形式，在一个作品当中植入多种交互式效果，为多个不同群体提供有针对性的个性化互动体验。
[Abstract]:With the development and popularization of the network, more and more enterprises or businesses pay attention to the network advertising, and the existing advertising market is gradually cut and shunted by the network advertising. The rapid development of the real estate industry directly led to the prosperity of real estate online advertising. Since 2010, in order to strengthen the regulation of the real estate market and the suppression of property bubble prices, the state has adopted "purchase restriction policies", "price limits policies", "second home loan policies" and other measures to control property investment behavior. As a result of the low sales of real estate market, real estate advertising competition is becoming increasingly fierce. One of the most important characteristics of online advertising nowadays is the interaction, which makes the information flow between the communicator and the audience more timely and direct. Compared with the traditional media advertisement, the interactive communication of the network advertisement greatly enhances the opportunity and ability of the audience to choose, and the effect of the interactive effect of the network advertisement becomes one of the keys to the success of the advertisement communication. The psychological acceptance ability and behavior characteristics of the audience can not be ignored to study how the interactive effect of online advertising can be brought into play to a greater extent. In view of the development and effect of foreign interactive advertising and the development of domestic new media technology, it is possible to expand the wider application space of interactive advertising in China. Digital art is the latest manifestation of computer technology, network interaction technology and remote communication technology in the digital age. The number of advertisements in the real estate industry ranks first in the network advertising industry, so we begin with the interactive design of the real estate network advertisements to demonstrate what kind of new form of network advertising will be displayed to the public in the new media era. New media technology will influence and intervene in the creation of online interactive advertising in what way has become the core of the research. Starting from the application of digital technology, through the research on the evolution and expansibility of its technology, combining with the multi-disciplinary thinking of precision marketing, advertising, psychology and so on, this paper studies how to carry out interactive design for the different customer experience of interactive advertising. Using interactive advertising as a powerful form of expression, a variety of interactive effects are embedded in a work, which provides a targeted personalized interactive experience for many different groups.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TP393.09;F293.3;F713.8

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