论主视觉在汽车广告营销中的商业价值
发布时间：2019-04-26 00:56
【摘要】：改革开放以来,国外新的理念传入中国,在这当中联系较为紧密的可以说有汽车行业与设计行业。谁都不能否认,随着中国汽车产业的逐步发展,中国的汽车市场是世界上最具发展潜力是市场,随之而来的是汽车行业平面广告的大力发展,在这个知识爆炸的时代里,除了电视广告之外平面广告成为汽车产业各类活动的重要宣传方式。因为中国的经济是改革开放之后得到了长足的发展,昔日让国人望而却步的汽车慢慢步入人们的生活,不再是遥不可及的幻想,渐渐已成为普通家庭的代步工具,这就决定了其行业的发展与竞争,这其中必不可少的就是平面广告。当今社会,铺天盖地的平面汽车广告大量的充斥着人们的眼球,已经成为人们日常生活中不可少的一部分,同时主视觉这一概念也被引入汽车行业当中,它为汽车的销售做出了巨大的贡献,商业价值随之体现出来,在以盈利为目的的汽车销售中,以主视觉为中心,延展物料为支撑的活动层出不穷,这就对可以表达本次活动中心主旨的主视觉有着极高的要求,大多数汽车行业的主视觉还都是效仿国外的在做,没有真正的形成中国自己的东西,在这样的背景下,我国平面广告行业与汽车行业也正面临着前所未有的发展机遇,其中以主视觉最为重要。在主视觉为汽车行业创造了大量财富的同时也出现了一些新的情况和问题,如何让主视觉最大效益的发挥其在汽车行业中的商业价值、适应市场需求,符合品牌理念等一系列问题渐渐浮出水面,这是值得我们深思的问题。本论文就在此基础上,在强大理论的支持下,展开了主视觉在汽车行业当中商业价值的体现的研究与探讨。 本论文在很多国内外先进设计理论的支持下,针对我国不断升温的汽车行业平面广告中主视觉尚不够成熟的现状,着重对当前主视觉在汽车产业中商业价值的体现所存在的问题做出分析,因作者现在正好在做这一行业,所以有着得天独厚的条件,可以设身处地的去体会,去分析。为了使自己能够更好的理解和分析,作者不仅仅只是在工作中总结实践经验,更为此这篇论文能够有强大的理论支撑而搜集了大量的资料。希望能够在真正的日常实践中以工作任务为引领,结合我自己的工作经验和想法,对主视觉如何在汽车行业中更好的体现或者是发挥出它的最大商业价值做一些分析与研究。
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【学位授予单位】：吉林艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F426.471
本文编号：2465613
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【学位授予单位】：吉林艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F426.471
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