山东网通公司网络广告业务整合营销传播研究
发布时间：2018-07-26 19:02
【摘要】： 网络广告是一种新兴的媒体广告展现形式,是实施现代营销媒体战略的重要部分。根据中国互联网协会发布的《2008中国网络广告市场调查研究报告》显示,2007年中国网络广告整体市场规模达76.8亿元,较2006年增长54.2%。随着网民数量的快速增长,08年奥运会的强势拉动,以及传统行业广告主对网络营销重视程度的提高,预计2008年中国网络广告市场规模将增长至约121.7亿,增幅达58.5%。 山东网通正处于由固网运营商向宽带通信和多媒体服务提供商的转型时期,对各类基于互联网的内容应用日益重视。网络广告作为山东网通着力发展的一项互联网增值业务,具有极大的发展潜力,该业务对于企业的转型发展具有典型意义。 本文采取理论与实践相结合的研究方法,对山东网通网络广告业务发展现状及竞争环境进行了全面而细致的分析。本文以整合营销传播理论为指导,研究得出了山东网通网络广告业务的目标市场选择与定位,通过对整合营销策略的选择以及整合营销组合工具的应用,完成了山东网通网络广告业务整合营销传播策略的设计,建议转变当前业务销售模式,特别是提出要针对网络广告客户资源进行重点管理的结论,并建议从优化网络广告业务组织结构、进行有效的信息化支撑、构建公司内部的约束定价机制、拓展网络广告代理经营渠道等方面对网络广告整合营销传播策略的实施提供保障。 论文共分为七章,第一章简要介绍了山东网通网络广告业务的发展状况,指出了本文研究的背景与意义,介绍了研究采用的思路与方法,以及研究的框架与重点;第二章闸述了整合营销传播的理论内涵,分析比较了整合营销传播与传统营销传播的区别,介绍了整合营销传播的工具及特点,并简要介绍了整合营销传播理论的发展,本章对网络广告理论也进行了阐述;第三章对山东网通网络广告业务的发展现状进行了分析,介绍了山东网通网络广告的产生与发展情况,分析了山东网通网络广告业务的分类,并对该业务发展中存在的问题进行了剖析;第四章对山东网通网络广告业务做出了SWOT分析;第五章分析了山东网通网络广告业务的目标市场选择与定位,通过对整合营销策略的选择以及整合营销组合工具的应用,完成了山东网通网络广告业务整合营销传播策略的设计;第六章从优化组织结构、进行有效的信息化支撑、构建公司内部的约束定价机制、拓展网络广告代理经营渠道等方面提出了山东网通网络广告业务整合营销传播的实施保障措施;第七章对山东网通网络广告业务整合营销传播策略的应用进行了总结分析,提出了研究展望。 本文的创新点在于:网络广告作为山东网通新兴的互联网增值业务,对于转型期企业的发展具有典型意义,且在本企业还未曾有过针对该业务的专门研究。本文以整合营销传播等现代营销管理理论为指导,着重于企业实战的策略应用,并结合企业实际情况进行剖析,对理论指导和实际操作都具有一定的借鉴作用。
[Abstract]:Online advertising is a new form of media advertising and an important part of implementing the strategy of modern marketing media. According to the Research Report of the <2008 China Internet advertising market published by the China Internet association, the overall market size of China's Internet advertising in 2007 is 7 billion 680 million yuan, and the increase of 54.2%. is faster than the number of netizens in 2006. The rapid growth, the strong pull of the 08 year Olympic Games and the increase in the importance of the traditional industry advertisers to the network marketing are expected to increase to about 12 billion 170 million in 2008, with an increase of 58.5%.
Shandong Netcom is in the transition period from the fixed network operator to the broadband communication and multimedia service provider, and attaches great importance to the application of all kinds of Internet based content. As an Internet value-added service developed by Shandong Netcom, network advertising has great potential for development. This business has a typical transformation and development of the enterprise. Significance.
Based on the combination of theory and practice, this paper makes a comprehensive and detailed analysis of the development status and competitive environment of the network advertising business in Shandong Netcom. This paper, guided by the theory of integrated marketing communication, has studied the target market selection and positioning of the network advertising business of Shandong Netcom, and through the selection of the integrated marketing strategy. Choose and integrate the application of the marketing combination tool, complete the design of the integrated marketing communication strategy of Shandong Netcom network advertising business, propose to change the current business sales model, especially put forward the conclusion that should focus on the network advertisers' resource management, and propose the effective information from optimizing the organization structure of the network advertising business. It provides guarantee for the implementation of the integrated marketing communication strategy of network advertising.
The thesis is divided into seven chapters. The first chapter briefly introduces the development of network advertising business in Shandong Netcom, points out the background and significance of the study, introduces the ideas and methods of the research, and the framework and key of the research. The second chapter describes the theoretical connotation of integrated marketing communication, and compares the integration of marketing communication and tradition. The difference of marketing communication, introduces the tools and characteristics of integrated marketing communication, and briefly introduces the development of integrated marketing communication theory. This chapter also expounds the network advertising theory. The third chapter analyzes the development status of Shandong Netcom network advertising business, and introduces the development and development of Shandong Netcom network advertising. The classification of Shandong Netcom advertising business is analyzed and the problems existing in the business development are analyzed. The fourth chapter makes an analysis of the SWOT network advertising business in Shandong; the fifth chapter analyzes the target market selection and positioning of Shandong Netcom network advertising business, through the selection of integrated marketing strategy and integrated marketing. The application of the combination tool has completed the design of the integrated marketing communication strategy of Shandong Netcom network advertising business. The sixth chapter puts forward the integrated marketing communication of the network advertising business of Shandong Netcom from the aspects of optimizing the organizational structure, carrying out effective information support, constructing the internal constraint pricing mechanism and expanding the channel of the network advertising agency operation. In the seventh chapter, the application of integrated marketing communication strategy of Shandong Netcom network advertising business is summarized and analyzed, and the research prospect is put forward.
The innovation point of this paper is that network advertising, as a new Internet value-added service in Shandong Netcom, has a typical significance for the development of enterprises in the transition period, and has not had a special study on the business in this enterprise. This paper, guided by modern marketing management theory such as integrated marketing communication, focuses on the strategy application of firm combat. Combined with the actual situation of enterprises, it has a certain reference for theoretical guidance and practical operation.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;F626
本文编号：2146989
[Abstract]:Online advertising is a new form of media advertising and an important part of implementing the strategy of modern marketing media. According to the Research Report of the <2008 China Internet advertising market published by the China Internet association, the overall market size of China's Internet advertising in 2007 is 7 billion 680 million yuan, and the increase of 54.2%. is faster than the number of netizens in 2006. The rapid growth, the strong pull of the 08 year Olympic Games and the increase in the importance of the traditional industry advertisers to the network marketing are expected to increase to about 12 billion 170 million in 2008, with an increase of 58.5%.
Shandong Netcom is in the transition period from the fixed network operator to the broadband communication and multimedia service provider, and attaches great importance to the application of all kinds of Internet based content. As an Internet value-added service developed by Shandong Netcom, network advertising has great potential for development. This business has a typical transformation and development of the enterprise. Significance.
Based on the combination of theory and practice, this paper makes a comprehensive and detailed analysis of the development status and competitive environment of the network advertising business in Shandong Netcom. This paper, guided by the theory of integrated marketing communication, has studied the target market selection and positioning of the network advertising business of Shandong Netcom, and through the selection of the integrated marketing strategy. Choose and integrate the application of the marketing combination tool, complete the design of the integrated marketing communication strategy of Shandong Netcom network advertising business, propose to change the current business sales model, especially put forward the conclusion that should focus on the network advertisers' resource management, and propose the effective information from optimizing the organization structure of the network advertising business. It provides guarantee for the implementation of the integrated marketing communication strategy of network advertising.
The thesis is divided into seven chapters. The first chapter briefly introduces the development of network advertising business in Shandong Netcom, points out the background and significance of the study, introduces the ideas and methods of the research, and the framework and key of the research. The second chapter describes the theoretical connotation of integrated marketing communication, and compares the integration of marketing communication and tradition. The difference of marketing communication, introduces the tools and characteristics of integrated marketing communication, and briefly introduces the development of integrated marketing communication theory. This chapter also expounds the network advertising theory. The third chapter analyzes the development status of Shandong Netcom network advertising business, and introduces the development and development of Shandong Netcom network advertising. The classification of Shandong Netcom advertising business is analyzed and the problems existing in the business development are analyzed. The fourth chapter makes an analysis of the SWOT network advertising business in Shandong; the fifth chapter analyzes the target market selection and positioning of Shandong Netcom network advertising business, through the selection of integrated marketing strategy and integrated marketing. The application of the combination tool has completed the design of the integrated marketing communication strategy of Shandong Netcom network advertising business. The sixth chapter puts forward the integrated marketing communication of the network advertising business of Shandong Netcom from the aspects of optimizing the organizational structure, carrying out effective information support, constructing the internal constraint pricing mechanism and expanding the channel of the network advertising agency operation. In the seventh chapter, the application of integrated marketing communication strategy of Shandong Netcom network advertising business is summarized and analyzed, and the research prospect is put forward.
The innovation point of this paper is that network advertising, as a new Internet value-added service in Shandong Netcom, has a typical significance for the development of enterprises in the transition period, and has not had a special study on the business in this enterprise. This paper, guided by modern marketing management theory such as integrated marketing communication, focuses on the strategy application of firm combat. Combined with the actual situation of enterprises, it has a certain reference for theoretical guidance and practical operation.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;F626
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