网络广告心理效果评估实证分析

发布时间：2018-10-04 19:40

【摘要】： 网络是继报纸、杂志、广播、电视后的第五大媒体，网络广告是当今欧美国家热门的广告形式，并正以超常的速度迅猛发展。要提高网络广告质量，使其持续、健康的发展，建立一个效果评估系统是非常必要的，而目前的网络广告评价标准大多没有考虑互联网作为媒体的复杂性，大多是从如何计费的角度制定，没有充分考虑消费者对广告的反应，没有考虑到网络广告的心理效果。所以，对网络广告心理效果模式的探讨及确立网络广告心理效果测评指标体系就具有十分重要的理论意义与现实意义。文章先进行理论综述，回顾了网络广告的发展历史，介绍了网络广告的特点和基本形式。然后，在查阅大量中外文献的基础上，比较网络广告与传统媒体广告的异同，构建了网络广告心理效果模式，并进行了实证研究。最后，结合Internet和电子商务的发展，网络营销正发挥着越来越重要的作用，而我国的网络营销还处于不成熟阶段。中国的入世，意味着我国的企业会面临更激烈的互联网上的竞争，而国内企业对自身步入网络的紧迫感认识之不足，影响着企业发展网络营销的积极性。文章重点探讨了掌握并合理运用网络广告对于实现新环境中的企业网络营销策略以及整体营销战略至关重要，，并对我国中小企业在网络广告的策划和设计等方面的建议与启示。
[Abstract]:Internet is the fifth largest media after newspaper, magazine, radio and television. Nowadays, network advertisement is a popular advertising form in Europe and America, and is developing rapidly at an extraordinary speed. In order to improve the quality of online advertising and make it develop continuously and healthily, it is very necessary to establish an effect evaluation system. However, most of the current evaluation standards of online advertising do not consider the complexity of the Internet as a media. Most of them are made from the angle of how to charge, without fully considering the reaction of consumers to advertisement and the psychological effect of network advertisement. Therefore, it is of great theoretical and practical significance to probe into the psychological effect model of network advertisement and to establish the evaluation index system of the psychological effect of network advertisement. This paper first reviews the theory, reviews the history of network advertising, and introduces the characteristics and basic forms of network advertising. Then, on the basis of consulting a large number of Chinese and foreign literature, this paper compares the similarities and differences between online advertising and traditional media advertising, constructs the psychological effect model of online advertising, and carries out an empirical study. Finally, with the development of Internet and e-commerce, network marketing is playing a more and more important role, while our country's network marketing is still in the immature stage. China's accession to the WTO means that Chinese enterprises will face more fierce competition on the Internet, and the lack of awareness of the urgency of domestic enterprises to step into the network affects the enthusiasm of enterprises to develop network marketing. This paper mainly discusses the importance of mastering and reasonably using the network advertisement to realize the enterprise network marketing strategy and the whole marketing strategy in the new environment, and the suggestion and inspiration to the small and medium-sized enterprises of our country in the plan and design of the network advertisement and so on.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F49;F713.8

【引证文献】