本文關(guān)鍵詞：媒介融合背景下廣告營(yíng)銷新策略探究　出處：《北京印刷學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：媒介融合隨著我國(guó)數(shù)字技術(shù)、網(wǎng)絡(luò)技術(shù)、通信技術(shù)的飛速發(fā)展形成了由傳統(tǒng)媒介到新媒介形態(tài)大融合的環(huán)境,在這種紛繁復(fù)雜的媒介生態(tài)變化中,廣告營(yíng)銷作為依存于媒介生態(tài)環(huán)境的市場(chǎng)催化劑,從廣告主體、廣告市場(chǎng)、廣告受眾、廣告?zhèn)鞑ッ浇榈确矫姘l(fā)生急劇變化,這些都促成了廣告營(yíng)銷出現(xiàn)新策略的前提因素。最終形成了以受眾為導(dǎo)向,以提升廣告內(nèi)涵為目標(biāo),以不斷重構(gòu)現(xiàn)有廣告營(yíng)銷策略來(lái)孕育新策略為發(fā)展趨勢(shì)的新特點(diǎn)。本文根據(jù)媒介融合下廣告營(yíng)銷出現(xiàn)的這些新特點(diǎn),從客觀實(shí)際出發(fā)列舉了在這一背景下出現(xiàn)的四種廣告營(yíng)銷新策略,結(jié)合典型案例對(duì)廣告營(yíng)銷策略的新特點(diǎn)加以印證,并分析了各策略的優(yōu)缺點(diǎn)及適用范圍。社會(huì)化營(yíng)銷策略是一種以社會(huì)化網(wǎng)絡(luò)為基礎(chǔ)橫向拓展受眾圈,縱向提升企業(yè)知名度,最后抓住受眾互動(dòng)需求提高受眾對(duì)企業(yè)的粘性從而完成營(yíng)銷目標(biāo)的策略;場(chǎng)景化營(yíng)銷則是通過(guò)現(xiàn)場(chǎng)搭建消費(fèi)場(chǎng)景促使消費(fèi)者采取自主式營(yíng)銷,輕松達(dá)到超高的核銷率,非常適合被網(wǎng)絡(luò)購(gòu)物擠壓生存空間的線下銷售商;大數(shù)據(jù)營(yíng)銷策略的精準(zhǔn)性一直被業(yè)界推崇,也是以后廣告業(yè)的發(fā)展趨勢(shì),但科學(xué)分析大數(shù)據(jù)同時(shí)確保用戶數(shù)據(jù)安全及隱私保護(hù),最終將廣告有效地推送在受眾面前仍與現(xiàn)實(shí)有差距;病毒式營(yíng)銷通過(guò)公眾將信息廉價(jià)地復(fù)制,迅速、大規(guī)模地傳播,隨著受眾“免疫力”的增強(qiáng)媒介素養(yǎng)的提升,病毒“病原體”的創(chuàng)新還需努力�？梢�,這四種新策略完全打破了傳統(tǒng)廣告營(yíng)銷的單一線性模式的缺陷,他們擁有各自的優(yōu)勢(shì)及不足,但都以受眾需求為主線,不斷提升整個(gè)廣告內(nèi)涵,使策略之間共榮共存不斷推陳出新。希望通過(guò)本文提出的廣告策略的新特點(diǎn),能給業(yè)界在研究媒介融合背景下出現(xiàn)的廣告營(yíng)銷策略創(chuàng)新問(wèn)題帶來(lái)一定的啟示,同時(shí)可以為不同廣告主尋找最適宜自身的、性價(jià)比最高的廣告營(yíng)銷策略提供參考。
[Abstract]:Along with the digital technology, network technology in China's media convergence, the rapid development of communication technology to form a new form of media integration environment by traditional media, this change in the media ecology in the complex, advertising and marketing as the catalyst in the market depends on the ecological environment of media, from the main body of advertising, advertising market, advertising audience, dramatic the change of advertising media, these have contributed to the emergence of new marketing strategies. The premise factors formed by the audience oriented, in order to enhance the connotation of advertising as the goal, with the new features of the existing advertising marketing strategy to nurture new strategies for the development trend of the continuous reconstruction. Based on the integration of media advertising marketing these new features, from the objective reality lists four kinds of new marketing strategies of advertising appears in this background, combined with the new characteristics of the advertising marketing strategy case To confirm, and analyzes the advantages and disadvantages of each strategy and the scope of social marketing strategy is a kind of social network based audience circle longitudinal horizontal expansion, enhance corporate visibility, finally seize the audience interaction needs to improve the audience of enterprises so as to complete the viscous marketing target strategy; marketing is through the scene scene build the consumer scene prompted consumers to take independent marketing, easily reach high verification rate, is very suitable for online shopping, squeeze the living space line vendors; accurate big data marketing strategy has always been respected, the development of the advertising industry is the future trend, but the scientific analysis of the data while ensuring user data security and privacy protection finally, will effectively push advertising is still in front of the audience and reality; viral marketing through public information cheaply copied, rapid, large scale. Sowing, with the enhancement of media literacy to enhance the audience "immunity", "pathogen" virus innovation efforts needed. Obviously, these four new strategies completely broke the single linear model of the defects of traditional advertising, they have their own advantages and disadvantages, but to the audience demand as the main line, and constantly improve the whole the advertising content, the innovation strategy between coexistence and common prosperity. I hope new features by the advertising strategy, can give the industry in research on media convergence innovation advertisement marketing strategy under the background of the emergence of a revelation, at the same time for different advertisers to find the most suitable own, provide reference for the highest price of the advertisement marketing strategy.

【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】：2017
【分類號(hào)】：F721.8;F274

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