本文選題：越南新媒體廣告 + 存在問題　； 參考：《西南大學(xué)》2015年碩士論文

【摘要】：隨著越南市場經(jīng)濟(jì)的改革不斷地深入,越南新媒體產(chǎn)業(yè)化進(jìn)程也在不斷地加速,越南新媒體廣告從萌芽到誕生,充滿了生機(jī),發(fā)展很快,雖然才發(fā)展了很短的一段時(shí)間,就已經(jīng)取得了很大的成果。在迅速發(fā)展壯大的過程當(dāng)中,越南新媒體廣告不僅僅呈現(xiàn)出了具有越南特色的發(fā)展軌跡,而且還表現(xiàn)出了更符合越南當(dāng)代國情的發(fā)展特點(diǎn)。新媒體廣告是新媒體行業(yè)的主要內(nèi)容之一,到目前為止,廣告收入仍然是新媒體行業(yè)收入的主要來源。首先,該論文從越南新媒體廣告的發(fā)展歷程開始研究,并通過實(shí)際情況將其分為了三個(gè)部分,第一部分是越南新媒體廣告的誕生及發(fā)展的歷史；第二部分是越南新媒體廣告的經(jīng)營和管理現(xiàn)狀；第三部分則是越南新媒體廣告所面臨的機(jī)遇和挑戰(zhàn)。該論文詳細(xì)地分析了越南新媒體廣告近幾年的經(jīng)營管理狀況,并使用文獻(xiàn)分析法闡述了越南新媒體廣告的發(fā)展歷程以及取得的成果。通過研究相關(guān)法律法規(guī)并結(jié)合越南新媒體的發(fā)展現(xiàn)狀,筆者認(rèn)為越南的關(guān)于廣告法律的規(guī)定還存在很多不足之處,還有需要不斷地補(bǔ)充完善。越南通過改革開放和加入國際貿(mào)易組織給越南經(jīng)濟(jì)帶來了很多的活力,與此同時(shí),也為越南的發(fā)展帶來了很大的挑戰(zhàn)與機(jī)遇,新媒體廣告行業(yè)是越南經(jīng)濟(jì)的一部分,所以,越南新媒體廣告的發(fā)展有著美好的前景,但也面臨著挑戰(zhàn)。其次,該論文系統(tǒng)描述了越南新媒體廣告存在的問題,主要有在四個(gè)方面的問題,即越南新媒體廣告創(chuàng)作和制作的問題；越南新媒體廣告相關(guān)政策法規(guī)的漏洞問題；新媒體廣告公司和廣告活動(dòng)的發(fā)布者之間存在的問題；面對新媒體不斷更新變化的挑戰(zhàn)的問題。最后,文章對越南新媒體廣告的后的發(fā)展進(jìn)行了預(yù)測,認(rèn)為在全球化的大背景之下,品牌戰(zhàn)略、規(guī)模戰(zhàn)略、國際戰(zhàn)略將是越南新媒體廣告的最終會(huì)走向,而娛樂化、圖片化、情感化將會(huì)成為今后新媒體廣告發(fā)展的主流趨勢。本文主要采用的例子說明,歸納推理等方法,從開發(fā),營銷策略和競爭環(huán)境的實(shí)際點(diǎn)出發(fā),對新媒體廣告的發(fā)展現(xiàn)狀進(jìn)行了分析,并從不同的角度梳理新媒體廣告的發(fā)展,以及所面臨的社會(huì)問題,創(chuàng)新新媒體廣告策略的某些方面。
[Abstract]:With the deepening of the reform of the Vietnamese market economy, the process of the industrialization of new media in Vietnam is also speeding up. The advertising of new media in Vietnam is full of vitality and rapid development from the bud to the birth, although it has only developed for a very short period of time.A great deal has already been achieved.In the process of rapid development, Vietnamese new media advertising not only presents the development track with Vietnamese characteristics, but also shows the development characteristics that are more in line with the contemporary conditions of Vietnam.New media advertising is one of the main contents of new media industry, so far, advertising revenue is still the main source of new media industry revenue.First, the thesis begins with the development of new media advertising in Vietnam, and divides it into three parts through the actual situation. The first part is the history of the birth and development of the new media advertising in Vietnam.The second part is the management and management of the new media advertising in Vietnam, and the third part is the opportunities and challenges faced by the new media advertising in Vietnam.This paper analyzes the management of new media advertising in Vietnam in detail in recent years, and describes the development process and achievements of new media advertising in Vietnam by the method of literature analysis.By studying the relevant laws and regulations and combining with the development of new media in Vietnam, the author thinks that there are still many deficiencies in the regulations of advertising law in Vietnam, and it is necessary to supplement and perfect them constantly.Vietnam has brought a lot of vitality to the Vietnamese economy through reform and opening up and its entry into the International Trade Organization. At the same time, it has also brought great challenges and opportunities to the development of Vietnam. The new media advertising industry is a part of the Vietnamese economy, so,The development of Vietnam new media advertisement has the bright prospect, but also faces the challenge.Secondly, the thesis systematically describes the problems existing in the new media advertising in Vietnam, mainly in four aspects, namely, the creation and production of the new media advertisements in Vietnam, the loopholes in the policies and regulations related to the new media advertisements in Vietnam, and the problems in the production of the new media advertisements in Vietnam.Problems between the new media advertising companies and the publishers of advertising activities; the challenge of the new media constantly updating and changing.Finally, the article predicts the post-development of new media advertising in Vietnam, and thinks that under the background of globalization, brand strategy, scale strategy and international strategy will be the final trend of new media advertising in Vietnam, while entertainment, pictualization, etc.Sentiment will become the mainstream trend of the development of new media advertising in the future.This article mainly uses the examples to explain, induces the reasoning and so on method, from the development, the marketing strategy and the competition environment actual point, has carried on the analysis to the new media advertisement development present situation, and has combed the new media advertisement development from the different angle.And the social problems faced by the innovation of new media advertising strategy in some aspects.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 胡曉明;;金融危機(jī)沖擊越南廣告業(yè)[J];廣告大觀;1998年05期

相關(guān)碩士學(xué)位論文 前1條

1 阮氏娟;越南電視廣告研究[D];大連理工大學(xué);2013年

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本文編號(hào)：1767709