【摘要】：網(wǎng)絡(luò)媒體的發(fā)展和消費(fèi)者觸媒習(xí)慣的多元化帶動(dòng)了快消品行業(yè)在網(wǎng)絡(luò)廣告投放上營(yíng)銷策略的轉(zhuǎn)變，從而形成了當(dāng)今快消品品牌在網(wǎng)絡(luò)營(yíng)銷中以網(wǎng)絡(luò)視頻媒體為主的互聯(lián)網(wǎng)整合營(yíng)銷傳播格局。本文通過定量分析、文獻(xiàn)分析法和描述性研究法等研究方法，結(jié)合傳播學(xué)、廣告學(xué)的理論和行業(yè)數(shù)據(jù)的綜合分析，結(jié)合快消品行業(yè)特點(diǎn)和發(fā)展現(xiàn)狀、網(wǎng)絡(luò)視頻媒體的發(fā)展和主流視頻媒體傳播格局，網(wǎng)絡(luò)視頻受眾與快消品消費(fèi)者需求的關(guān)聯(lián)性等方面，針對(duì)快消品消費(fèi)者的觸媒習(xí)慣、快消品品牌網(wǎng)絡(luò)視頻媒體傳播特點(diǎn)和趨勢(shì)以及快消品品牌網(wǎng)絡(luò)視頻媒體傳播出的問題和對(duì)策加以研究和探析，得出快消品品牌需結(jié)合網(wǎng)絡(luò)視頻媒體發(fā)展的趨勢(shì)，，走向單屏到多屏、單一媒體到跨媒體、視頻媒體平臺(tái)傳播+內(nèi)容營(yíng)銷傳播的整合營(yíng)銷傳播模式。
[Abstract]:The development of online media and the diversification of consumer catalyst habits have led to a shift in marketing strategies in the online advertising industry. Thus, it forms the Internet integrated marketing communication pattern in which the internet video media is the main part of the fast consumer brand in the network marketing. In this paper, through quantitative analysis, literature analysis and descriptive research methods, combined with the theory of communication, advertising theory and comprehensive analysis of industry data, combined with the characteristics and development of fast consumer goods industry, The development of the network video media and the spread pattern of the mainstream video media, the relevance between the network video audience and the consumer demand of the fast consumer, etc., aiming at the catalyst habits of the consumers. The characteristics and trends of fast consumer brand network video media communication, as well as the problems and countermeasures of fast consumer brand network video media communication are studied and analyzed, and the trend of fast consumer product brand should be combined with the development trend of network video media is obtained. To single screen to multi-screen, single media to cross-media, video media platform to disseminate content marketing communication integrated marketing communication mode.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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本文編號(hào)：2118882