快消品品牌網(wǎng)絡(luò)視頻媒體傳播研究
發(fā)布時間：2018-07-13 09:15
【摘要】：網(wǎng)絡(luò)媒體的發(fā)展和消費者觸媒習慣的多元化帶動了快消品行業(yè)在網(wǎng)絡(luò)廣告投放上營銷策略的轉(zhuǎn)變，從而形成了當今快消品品牌在網(wǎng)絡(luò)營銷中以網(wǎng)絡(luò)視頻媒體為主的互聯(lián)網(wǎng)整合營銷傳播格局。本文通過定量分析、文獻分析法和描述性研究法等研究方法，結(jié)合傳播學、廣告學的理論和行業(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者需求的關(guān)聯(lián)性等方面，針對快消品消費者的觸媒習慣、快消品品牌網(wǎng)絡(luò)視頻媒體傳播特點和趨勢以及快消品品牌網(wǎng)絡(luò)視頻媒體傳播出的問題和對策加以研究和探析，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，，走向單屏到多屏、單一媒體到跨媒體、視頻媒體平臺傳播+內(nèi)容營銷傳播的整合營銷傳播模式。
[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.
【學位授予單位】：北京印刷學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206-F
本文編號：2118882
[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.
【學位授予單位】：北京印刷學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206-F
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相關(guān)期刊論文 前3條
1 中國視頻網(wǎng)站發(fā)展研究課題組;;中國視頻網(wǎng)站發(fā)展研究報告[J];傳媒;2014年06期
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3 王默;;視頻網(wǎng)站商業(yè)模式的創(chuàng)新路徑選擇[J];聲屏世界;2014年08期
本文編號：2118882
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