媒介融合背景下广告公司经营模式研究
发布时间：2018-11-26 17:18
【摘要】：随着我国信息传输技术特别是网络技术的飞速发展及普及应用,我国经历着新的媒介变革即“媒介大融合”。广告从形式、创作途径、投放方式、传播方式、设计理念等都发生很大变化。这样媒介融合下的广告环境发生急剧变化。媒介融合内容的规模化生产使得广告的空间得以变大,媒介融合的差异化需求使得广告空间变得狭窄,而广告的融合特性使得广告空间变得模糊。相应的,广告公司在这种媒介融合背景下的经营模式也将发生变化。 本文根据企业实现价值的方式探讨广告公司在媒介融合背景下的经营模式,即成本领先模式、差别化模式和目标集聚模式。首先阐述了媒介融合对这三个广告经营模式的影响,媒介融合丰富了广告成本构成、降低了广告发布成本和减少了广告交易成本。媒介融合对广告公司经营的影响从“及时及地”的广告服务、以受众为主线的创意制作、与受众以前生活的广告理念、多维立体的媒介组合四个方面加以阐述。媒介融合时代受众的媒介接触习惯发生变化、受众广告素养提升、受众广告要求得以改变。然后阐述在媒介融合时代的广告公司经营三种模式创新。成本领先模式通过融合集群系统化、广告投放精准化、广告形式多元化、广告传播全网化得以实现。媒介融合背景下的差异化模式从整合融合系统架构、开拓全新广告项目、创新受众广告设计加以阐述。目标集聚模式从散小客户的规模化服务、融合集群的集聚服务、特定社区的整合服务三方面加以阐述。 随着媒介融合的越来越深入,广告公司经营的模式创新势在必行,本文仅从成本领先模式、差异化模式和目标集聚模式进行探讨,在媒介融合背景下此三种模式的创新经营,旨在对广告业界提供更好的经营参考,为广告公司在媒介融合背景下的经营更科学、合理化提供帮助。
[Abstract]:With the rapid development and popularization of information transmission technology, especially network technology, China is experiencing a new media transformation, that is, "media convergence". Great changes have taken place in advertising from form, creative way, delivery mode, communication mode, design idea and so on. In this way, the advertising environment under the media convergence changes dramatically. The mass production of the media fusion content makes the advertising space become larger, the difference demand of the media convergence makes the advertising space narrow, and the advertising space becomes fuzzy because of the characteristics of the advertising convergence. Accordingly, the business model of advertising companies in the context of this media convergence will also change. This paper discusses the management model of advertising companies under the background of media convergence, which includes cost leading mode, differential mode and target agglomeration mode. Firstly, this paper expounds the influence of media fusion on these three advertising modes. Media convergence enriches the composition of advertising cost, reduces the cost of advertising publication and reduces the cost of advertising transaction. The influence of media fusion on the management of advertising companies is expounded from four aspects: "timely and local" advertising service, creative production with audience as the main line, advertising idea of audience's previous life and multi-dimensional media combination. The media contact habits of the audience in the era of media convergence have changed, the advertising literacy of the audience has been improved, and the advertising requirements of the audience have been changed. Then it expounds the innovation of three modes of advertising company management in the era of media convergence. The cost-leading mode is realized through the integration of cluster systematization, precise advertising delivery, diversified advertising forms and web-wide advertising communication. The differentiation mode under the background of media convergence is expounded from integrating the system structure, opening up new advertising projects and innovating the advertising design of the audience. The target agglomeration mode is expounded from three aspects: the scale service of scattered small customer, the agglomeration service of integrated cluster and the integration service of specific community. With the deepening of media convergence, it is imperative to innovate the management mode of advertising companies. This paper discusses only the cost leading mode, the differentiation model and the target agglomeration mode, and the innovative management of these three modes under the background of media convergence. The purpose is to provide a better reference for the advertising industry and to help advertising companies manage more scientifically and rationally in the context of media convergence.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;G206
本文编号：2359158
[Abstract]:With the rapid development and popularization of information transmission technology, especially network technology, China is experiencing a new media transformation, that is, "media convergence". Great changes have taken place in advertising from form, creative way, delivery mode, communication mode, design idea and so on. In this way, the advertising environment under the media convergence changes dramatically. The mass production of the media fusion content makes the advertising space become larger, the difference demand of the media convergence makes the advertising space narrow, and the advertising space becomes fuzzy because of the characteristics of the advertising convergence. Accordingly, the business model of advertising companies in the context of this media convergence will also change. This paper discusses the management model of advertising companies under the background of media convergence, which includes cost leading mode, differential mode and target agglomeration mode. Firstly, this paper expounds the influence of media fusion on these three advertising modes. Media convergence enriches the composition of advertising cost, reduces the cost of advertising publication and reduces the cost of advertising transaction. The influence of media fusion on the management of advertising companies is expounded from four aspects: "timely and local" advertising service, creative production with audience as the main line, advertising idea of audience's previous life and multi-dimensional media combination. The media contact habits of the audience in the era of media convergence have changed, the advertising literacy of the audience has been improved, and the advertising requirements of the audience have been changed. Then it expounds the innovation of three modes of advertising company management in the era of media convergence. The cost-leading mode is realized through the integration of cluster systematization, precise advertising delivery, diversified advertising forms and web-wide advertising communication. The differentiation mode under the background of media convergence is expounded from integrating the system structure, opening up new advertising projects and innovating the advertising design of the audience. The target agglomeration mode is expounded from three aspects: the scale service of scattered small customer, the agglomeration service of integrated cluster and the integration service of specific community. With the deepening of media convergence, it is imperative to innovate the management mode of advertising companies. This paper discusses only the cost leading mode, the differentiation model and the target agglomeration mode, and the innovative management of these three modes under the background of media convergence. The purpose is to provide a better reference for the advertising industry and to help advertising companies manage more scientifically and rationally in the context of media convergence.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;G206
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