网络广告与CI集成系统研究
发布时间：2018-08-23 20:00
【摘要】： 互联网是跨时空传输的“超导体”媒体，利用它可以在世界范围内宣传企 业形象，发布产品信息，网络广告也应运而生，因其有鲜明的个性和独特的广 告效果，成为CI策划中最直接最有效的方法。本文主要论述了网络广告与CI 的集成问题。 文章首先介绍了网络广告的产生，发展以及网络广告在现代企业形象塑造 中的作用，然后进行了网络广告与传统广告的优势比较，接着简单介绍了网络 广告的类型与发布途径。文章的第二部分引入了CI的概念，详细地阐述了CI 的产生、发展，着重阐述了CI的三大组成部分：理念识别（MI），和为识别（BI）， 视觉识别（VI），从及企业形象的策划策略。随着Internet时代的到来，CI策 划应跟上企业电子商务的运营模式，网络广告运用于CI策划中不失为一种有 效方式。文章的第三部分重点论述了网络广告与CI的相同点和不同点，网络 广告与CI的终极目的都是树立企业产品的品牌形象，宣传企业形象。为了更有 效的传播企业的品牌策略，网络广告与CI都需要准确及时的信息。然后对网 络广告与CI集成的原理进行剖析，，得出企业品牌塑造源于企业竞争优势的取 得，而企业竞争优势的取得又取决于竞争情报的有效获取。文章第四部分着重 研究了网络广告与CI的应用策略与方法。互联网的应用是竞争情报的获取更 加便捷，同时也使得竞争情报的重要性日益突出。网络技术的发展给网络与CI 的集成创造了条件，解决了传统企业供应链和信息链的低效率问题并创造了新 的市场机遇，可以说，互联网颠覆了价值链，使价值链重组及细分为网络广告 与CI的集成创造了条件。首先是建立资讯平台，它包括明确的广告目标资讯， 准确的目标对象资讯，及时的竞争对手情况，资金与技术的支持，构建了Web 广告策划平台之后，制定了网络广告与CI集成运用具体的策略与战术规划， 然后是设计一个测试方案检测广告内容，在网络广告与CI集成运用应注意的 问题中，特别强调了网络广告的创意与执行以及两者集成后的运用技巧，最后 针对当今网络广告与CI集成运用时存在的问题，如广告效果，广告费用，广 告代理公司，国家宏观理和法律这些函待解决的问题，一一加以分析，借鉴国 外先进的管理经验，提出了适合中国国情的应对策略。
[Abstract]:The Internet is a "superconductor" media that can be transmitted across time and space. It can be used to promote the image of enterprises and publish product information around the world. Internet advertising has also emerged as the times require. Because of its distinctive personality and unique wide-spread effect, it has become the most direct and effective method in CI planning. This paper mainly discusses the integration of network advertising and CI. This paper first introduces the emergence and development of network advertising and its role in shaping the image of modern enterprises, and then compares the advantages of network advertising with traditional advertising. Then it introduces the types of network advertisement and the way to publish it. In the second part of this paper, the concept of CI is introduced, and the emergence and development of CI are described in detail. In this paper, three major components of CI are expounded: idea recognition (MI), (BI), visual recognition (VI), and corporate image planning strategy. With the coming of Internet era, CI strategy should keep up with the operation mode of enterprise electronic commerce. The use of network advertising in CI planning is an effective way. The third part focuses on the similarities and differences between network advertising and CI. The ultimate purpose of network advertising and CI is to establish the brand image of enterprise products. Propagandize the image of the enterprise. In order to spread brand strategy more effectively, both online advertising and CI need accurate and timely information. Then the principle of the integration of web advertising and CI is analyzed. It is concluded that the brand shaping of enterprises originates from the acquisition of competitive advantages, and the acquisition of competitive advantages depends on the effective acquisition of competitive intelligence. The fourth part focuses on the application strategies and methods of web advertising and CI. The application of Internet is more convenient to obtain competitive intelligence, but also makes the importance of competitive intelligence more and more prominent. The development of network technology creates conditions for the integration of network and CI. By addressing the inefficiencies of traditional enterprise supply chains and information chains and creating new market opportunities, it can be said that the Internet has overturned the value chain. So that the value chain reorganization and subdivision for the integration of network advertising and CI create conditions. The first is the establishment of an information platform, which includes clear advertising target information, accurate target information, timely competitors, and financial and technical support. After constructing the Web advertising planning platform, The integration of network advertisement and CI is made, and then a test scheme is designed to detect the content of the advertisement. Among the problems that should be paid attention to in the application of network advertisement and CI integration, the creativity and execution of network advertisement and the skills of application after the integration of the two are emphasized in particular. Finally, in view of the problems existing in the integration of Internet advertising and CI, such as advertising effects, advertising costs, He told the agency, the state macro theory and the law that these outstanding problems were analyzed one by one. Based on the advanced management experience of foreign countries, this paper puts forward some countermeasures suitable for China's national conditions.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2001
【分类号】：F713.8;F270
本文编号：2199764
[Abstract]:The Internet is a "superconductor" media that can be transmitted across time and space. It can be used to promote the image of enterprises and publish product information around the world. Internet advertising has also emerged as the times require. Because of its distinctive personality and unique wide-spread effect, it has become the most direct and effective method in CI planning. This paper mainly discusses the integration of network advertising and CI. This paper first introduces the emergence and development of network advertising and its role in shaping the image of modern enterprises, and then compares the advantages of network advertising with traditional advertising. Then it introduces the types of network advertisement and the way to publish it. In the second part of this paper, the concept of CI is introduced, and the emergence and development of CI are described in detail. In this paper, three major components of CI are expounded: idea recognition (MI), (BI), visual recognition (VI), and corporate image planning strategy. With the coming of Internet era, CI strategy should keep up with the operation mode of enterprise electronic commerce. The use of network advertising in CI planning is an effective way. The third part focuses on the similarities and differences between network advertising and CI. The ultimate purpose of network advertising and CI is to establish the brand image of enterprise products. Propagandize the image of the enterprise. In order to spread brand strategy more effectively, both online advertising and CI need accurate and timely information. Then the principle of the integration of web advertising and CI is analyzed. It is concluded that the brand shaping of enterprises originates from the acquisition of competitive advantages, and the acquisition of competitive advantages depends on the effective acquisition of competitive intelligence. The fourth part focuses on the application strategies and methods of web advertising and CI. The application of Internet is more convenient to obtain competitive intelligence, but also makes the importance of competitive intelligence more and more prominent. The development of network technology creates conditions for the integration of network and CI. By addressing the inefficiencies of traditional enterprise supply chains and information chains and creating new market opportunities, it can be said that the Internet has overturned the value chain. So that the value chain reorganization and subdivision for the integration of network advertising and CI create conditions. The first is the establishment of an information platform, which includes clear advertising target information, accurate target information, timely competitors, and financial and technical support. After constructing the Web advertising planning platform, The integration of network advertisement and CI is made, and then a test scheme is designed to detect the content of the advertisement. Among the problems that should be paid attention to in the application of network advertisement and CI integration, the creativity and execution of network advertisement and the skills of application after the integration of the two are emphasized in particular. Finally, in view of the problems existing in the integration of Internet advertising and CI, such as advertising effects, advertising costs, He told the agency, the state macro theory and the law that these outstanding problems were analyzed one by one. Based on the advanced management experience of foreign countries, this paper puts forward some countermeasures suitable for China's national conditions.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2001
【分类号】：F713.8;F270
【引证文献】
相关硕士学位论文 前1条
1 王伊礼;我国网络广告存在的问题及其管理对策[D];华中师范大学;2008年
本文编号：2199764
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