基于消费者心理的网络广告策略分析
发布时间：2018-12-07 19:20
【摘要】： 随着网络应用的迅速普及和发展,网络广告已经成为这一新兴媒体不可或缺的一部分。国际知名企业早就捷足先登在网络上建立企业网站,宣传企业与产品,寻求网上商机。而不少崭露头角的新企业也不甘蛰伏,纷纷注册网址、建立网站。然而企业建立了网站并不等于他就一定会被公众所熟知,如不在各媒体上(特别是网络上)作广告广为宣传其网址,其网站的宣传效用必然大打折扣。因此网络广告的大行其道就成为必然的趋势了。在现代社会,商品在消费者心理上的差别要比物理上的差别显得更为重要,了解和掌握消费者的心理,有利于我们制订相应的网络广告策略,使广告设计的重点突出,同时还可诱发消费者的购买欲望。因此针对特定的受众目标,按照心理学法则进行科学的网络广告宣传,能有效的刺激消费需求,促进商品的销售。 本文首先探讨了网络广告的概念及特征,并对网络广告的心理优势进行了剖析,由此引出消费心理理论。在充分分析消费者的心理历程及能力、气质、性格等个性心理特征,以及影响消费者购买行为的因素的基础上,阐明了消费心理对于网络广告的重要性,并对消费心理的个性因素和文化因素的影响进行进行分析。通过阐述消费者对网络广告信息的接收过程、特点,分析网络广告的基本策略,从而提出了基于消费心理的网络广告策略。 最后,从消费者心理角度指出目前国内网络广告存在的问题,提出一些解决办法,并提出网络广告未来发展的策略。
[Abstract]:With the rapid popularization and development of network application, network advertisement has become an indispensable part of this new media. International famous enterprises have set up websites on the Internet to promote enterprises and products and seek online business opportunities. And many budding new enterprises are not willing to dormant, have registered the site, the establishment of the site. However, when an enterprise establishes a website, it does not necessarily mean that it will be known to the public. If it is not advertised in various media (especially on the Internet), the effectiveness of its website will be greatly reduced. So the popularity of network advertising has become an inevitable trend. In modern society, the difference in consumer psychology is more important than the difference in physics. Understanding and mastering the psychology of consumers is helpful for us to formulate corresponding network advertising strategies and make the focus of advertising design more prominent. At the same time can also induce consumers to buy desire. Therefore, according to the psychological principles, scientific online advertising can effectively stimulate consumer demand and promote the sale of goods. This paper first discusses the concept and characteristics of online advertising, and analyzes the psychological advantages of online advertising, which leads to the theory of consumer psychology. On the basis of fully analyzing the psychological characteristics of consumers, such as psychological process and ability, temperament, personality, and the factors that affect consumers' purchase behavior, this paper expounds the importance of consumer psychology to online advertising. It also analyzes the influence of personality factors and cultural factors on consumer psychology. This paper expounds the process and characteristics of consumers' reception of online advertising information, analyzes the basic strategies of online advertising, and puts forward a network advertising strategy based on consumer psychology. Finally, from the perspective of consumer psychology, this paper points out the problems existing in domestic online advertising, puts forward some solutions, and puts forward some strategies for the future development of online advertising.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;F49
本文编号：2367704
[Abstract]:With the rapid popularization and development of network application, network advertisement has become an indispensable part of this new media. International famous enterprises have set up websites on the Internet to promote enterprises and products and seek online business opportunities. And many budding new enterprises are not willing to dormant, have registered the site, the establishment of the site. However, when an enterprise establishes a website, it does not necessarily mean that it will be known to the public. If it is not advertised in various media (especially on the Internet), the effectiveness of its website will be greatly reduced. So the popularity of network advertising has become an inevitable trend. In modern society, the difference in consumer psychology is more important than the difference in physics. Understanding and mastering the psychology of consumers is helpful for us to formulate corresponding network advertising strategies and make the focus of advertising design more prominent. At the same time can also induce consumers to buy desire. Therefore, according to the psychological principles, scientific online advertising can effectively stimulate consumer demand and promote the sale of goods. This paper first discusses the concept and characteristics of online advertising, and analyzes the psychological advantages of online advertising, which leads to the theory of consumer psychology. On the basis of fully analyzing the psychological characteristics of consumers, such as psychological process and ability, temperament, personality, and the factors that affect consumers' purchase behavior, this paper expounds the importance of consumer psychology to online advertising. It also analyzes the influence of personality factors and cultural factors on consumer psychology. This paper expounds the process and characteristics of consumers' reception of online advertising information, analyzes the basic strategies of online advertising, and puts forward a network advertising strategy based on consumer psychology. Finally, from the perspective of consumer psychology, this paper points out the problems existing in domestic online advertising, puts forward some solutions, and puts forward some strategies for the future development of online advertising.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8;F49
【引证文献】
相关硕士学位论文 前1条
1 邵悦;一体式全触屏智能手机设计[D];南昌大学;2012年
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