本文選題：新媒介 + 品牌傳播　； 參考：《湖南師范大學》2008年碩士論文

【摘要】： “我知道我的廣告費有一半被浪費掉了,但問題是我不知道是哪一半”。多少年來,這個問題仍然困擾著廣告主。品牌傳播作為企業(yè)營銷活動的一部分,其最終目的即是營銷活動的最終目的——促進銷售。 新媒介所締造出的各種傳播手段和方式為有效傳播、降低投入成本、提升傳播效果、創(chuàng)造品牌價值提供了新型媒介利器。商務樓宇液晶電視有效到達城市高收入人群,同時,將所傳遞的品牌信息深度滲透,針對該層次人群有的放矢,提高傳播效率;LED彩屏戶外廣告具備卓越的媒介特質(zhì),集圖、文、音、視頻于一體,以生動的形象吸引受眾的注意力。其無可比擬的區(qū)位優(yōu)勢準確抓住了“三高人群”的生活接觸點,其有效的商業(yè)影響力,強化和創(chuàng)造了品牌與目標受眾的關(guān)系,有力促成購買行為;手機媒介可以根據(jù)不同人群的特點和廣告主的要求提供不同的廣告服務,可根據(jù)受眾年齡、性別、位置發(fā)布特定的廣告,有效克服傳播的盲目性;網(wǎng)絡的興起締造了無數(shù)的傳播形式和手段,并以其極大的信息承載量為品牌傳播提供了廣闊平臺。 媒介策略主要圍繞著受眾與媒介的必然接觸展開,消費者與媒體是一種雙向選擇的關(guān)系,尤其在當前多元化媒介時代,消費者的主動性、選擇性大大增強。受眾在媒介問的轉(zhuǎn)換變得越來越容易,媒體受眾的分流也越來越明顯。所以媒介組合是提高媒介效率的選擇。 品牌建設始終需要緊跟環(huán)境的變化,新媒介技術(shù)的革命給品牌傳播帶來新的契機,企業(yè)要依靠在傳統(tǒng)形式的品牌建設中積累的經(jīng)驗,以開放的心態(tài)深入發(fā)掘新媒介的潛力,充分利用新媒介的優(yōu)勢進行品牌的傳播與維護。
[Abstract]:I know half of my advertising is wasted, but the problem is I don't know which half. For years, the problem still bothers advertisers. Brand communication as a part of enterprise marketing activities, its ultimate goal is to promote sales. Creating brand value provides a new type of media weapon. Commercial buildings liquid crystal TV to reach the urban high-income population, at the same time, the transmission of brand information depth penetration, targeted at this level of people, improve the transmission efficiency of LED color screen outdoor advertising with excellent media characteristics, collection, text, Sound, video in one, vivid image to attract the attention of the audience. Its unparalleled location advantage accurately grasps the "three high crowd" life contact point, its effective commercial influence, strengthens and creates the relationship between the brand and the target audience, has the power to promote the purchase behavior; Mobile media can provide different advertising services according to the characteristics of different groups of people and the requirements of advertisers, can be based on the age, sex and location of the audience to issue specific advertisements, effectively overcome the blindness of communication; The rise of the network has created numerous forms and means of communication, and has provided a broad platform for brand communication with its enormous information carrying capacity. The media strategy mainly revolves around the inevitable contact between the audience and the media. The relationship between consumers and media is a two-way choice, especially in the age of diversified media, consumers' initiative and selectivity are greatly enhanced. The transformation of audience in media becomes more and more easy, and the streaming of media audience becomes more and more obvious. So media combination is the choice to improve media efficiency. Brand building always needs to keep up with the change of environment. The revolution of new media technology brings new opportunities to brand communication. Enterprises must rely on the experience accumulated in the traditional form of brand building. Explore the potential of the new media with an open mind and make full use of the advantages of the new media to spread and maintain the brand.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;G206

【引證文獻】

相關(guān)期刊論文 前3條

1 薛占鋒;;新媒介在品牌傳播中的效果分析[J];中國傳媒科技;2012年02期

2 許順宇;;媒介廣告資源緊縮下的電視廣告招標研究——基于央視和地方臺對比分析[J];聲屏世界;2012年03期

3 江洋;;新媒體視角下中國企業(yè)品牌傳播研究[J];商業(yè)文化(下半月);2012年02期

相關(guān)碩士學位論文 前6條

1 曹雯;整合營銷傳播視角下的品牌傳播研究[D];江西財經(jīng)大學;2010年

2 王慧婷;基于“品牌接觸點傳播”模式的朔州旅游品牌研究[D];西南大學;2011年

3 喻亞男;基于我國SNS網(wǎng)站的品牌傳播模式研究[D];北京郵電大學;2010年

4 鄒佳媚;SNS社交網(wǎng)站中企業(yè)品牌傳播策略研究[D];華南理工大學;2010年

5 潘攀;社交網(wǎng)站上企業(yè)品牌傳播研究[D];中南大學;2012年

6 張慧;基于社會化媒體營銷的旅游品牌傳播研究[D];山東師范大學;2013年

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本文編號：1996043