俄罗斯的电视广告对消费者行为的影响分析：俄罗斯中央电视台的电视频道“Channel one”为例
发布时间：2021-07-27 04:29
宣传是现代生活当中到处都有的重要现象。今天的宣传在我们的日常生活当中有特殊影响,因为它能够影响到我们的生活方式和自我形象。由于媒体的影响力越来越大,宣传同样被视为不可忽视的力量。宣传让我们在心理受到某些看法和价值观的影响,因而提倡一种生活方式。电视指的是具有大型的宣传功能的电子媒体,而它在现在的俄罗斯是最受欢迎的媒介之一。然而,俄罗斯电视上的广告则有很短的历史。本文以俄罗斯消费者对电视广告的态度为研究目标。我们现在的时代当中,四处都有广告,随时都能看到宣传。为了理解俄罗斯人们对电视广告的看法,本人进行了分析性研究。在俄罗斯,人们现在对电视广告的看法较为复杂。以前的相关研究显示,人们对宣传的态度一直很有矛盾,模糊不清。分析此态度的来源必须包括针对人的年龄、生活水平、传统、还有对现代生活本身具有矛盾的理解度的研究。本文以俄罗斯媒体为研究焦点:为了找出对俄罗斯人的最有效宣传方式,本文就研究电视广告以及俄罗斯人们对此广告的想法。为了进一步促进俄罗斯和中国的关系,双方合作起来了,宣布了一个项目,就是将俄罗斯电视台上的“Katusha”项目在中国开始播放。这种合作的主要目的就是找出俄罗斯消费者倾向...
【文章来源】：大连理工大学辽宁省 211工程院校 985工程院校 教育部直属院校
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
1.Introduction
1.1 Research Background and Research Significance
1.1.1 Research background
1.1.2 Purpose and Significance
1.2 Literature Review
1.2.1 Domestic research
1.2.2 Foreign research
1.3 Research Contents and Methods
1.3.1 Main ideas and main content
1.3.2 Research Methods
1.3.3 Principle of choosing a channel
2 Theoretical Basis
2.1 Advertising models
2.1.1 Basic advertising models
2.1.2 Connection of Maslow's model and advertising
2.2 Consumer behavior model
2.3 Advertising Communication
3 History and Features of Russian Media and TV commercials
3.1 Development of Russian TV Media
3.2 Features of the modern system of Russian media
3.3 History of TV commercials in Russia
3.3.1 Soviet period
3.3.2 Soviet Perestroika period
3.3.3 Modern period
4 Analysing os State channel“Channel One”
4.1 Content and target audience
4.2 Present situation of the channel
4.2.1 Commercials on“Channel One”
4.2.2 Monitoring analysis
4.3 Channel "Katusha"
5 Factors Affecting to the influence of TV commercials on consumer behavior in Russia
5.1 Empirical analysis of quantitative part
5.2 Empirical analysis of qualitative part
6 Revealed problems and improvement suggestions to the TV commercials on the "Channel One"
6.1 Revealed problems of the TV commercials on the “Channel One”
6.2 Improvement suggestions to the TV commercials on the “Channel One”
Conclusions and advices
References
Appendix “Monitoring analysis”
Appendix “Questionnaire”
Appendix “Frequency analysis”
Appendix “Factor analysis”
Acknowledgement
本文编号：3305080
【文章来源】：大连理工大学辽宁省 211工程院校 985工程院校 教育部直属院校
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
1.Introduction
1.1 Research Background and Research Significance
1.1.1 Research background
1.1.2 Purpose and Significance
1.2 Literature Review
1.2.1 Domestic research
1.2.2 Foreign research
1.3 Research Contents and Methods
1.3.1 Main ideas and main content
1.3.2 Research Methods
1.3.3 Principle of choosing a channel
2 Theoretical Basis
2.1 Advertising models
2.1.1 Basic advertising models
2.1.2 Connection of Maslow's model and advertising
2.2 Consumer behavior model
2.3 Advertising Communication
3 History and Features of Russian Media and TV commercials
3.1 Development of Russian TV Media
3.2 Features of the modern system of Russian media
3.3 History of TV commercials in Russia
3.3.1 Soviet period
3.3.2 Soviet Perestroika period
3.3.3 Modern period
4 Analysing os State channel“Channel One”
4.1 Content and target audience
4.2 Present situation of the channel
4.2.1 Commercials on“Channel One”
4.2.2 Monitoring analysis
4.3 Channel "Katusha"
5 Factors Affecting to the influence of TV commercials on consumer behavior in Russia
5.1 Empirical analysis of quantitative part
5.2 Empirical analysis of qualitative part
6 Revealed problems and improvement suggestions to the TV commercials on the "Channel One"
6.1 Revealed problems of the TV commercials on the “Channel One”
6.2 Improvement suggestions to the TV commercials on the “Channel One”
Conclusions and advices
References
Appendix “Monitoring analysis”
Appendix “Questionnaire”
Appendix “Frequency analysis”
Appendix “Factor analysis”
Acknowledgement
本文编号：3305080
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