本文選題：原生廣告　切入點(diǎn)：用戶體驗(yàn)　出處：《華中師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：在社會化媒體時代,用戶體驗(yàn)逐漸被認(rèn)為是媒介經(jīng)營的重心,單一的內(nèi)容營銷法則已經(jīng)不能完全適應(yīng)網(wǎng)絡(luò)廣告的生存環(huán)境。原生廣告自產(chǎn)生以來就受到了各界的廣泛關(guān)注,而這種關(guān)注的重心一般都集中在它出色的廣告效果上,在原生廣告不斷發(fā)展壯大的過程中,我們可以看到它對廣告發(fā)展環(huán)境的高度適應(yīng)性。原生廣告結(jié)合了內(nèi)容營銷、精準(zhǔn)營銷和差異化整合營銷理念,是以技術(shù)為驅(qū)動力的新型互聯(lián)網(wǎng)廣告,它的產(chǎn)生和發(fā)展為打破互聯(lián)網(wǎng)廣告的發(fā)展瓶頸、解決網(wǎng)絡(luò)廣告發(fā)展中的問題提供了新的契機(jī)。筆者以原生廣告案例本身為基礎(chǔ),深入分析原生廣告的特點(diǎn),找到營銷者在廣告生存環(huán)境發(fā)生變化的情況之下所做出的適應(yīng)性改變,再從這些改變上探知原生廣告發(fā)展的具體背景,總結(jié)原生廣告產(chǎn)生與發(fā)展過程中的價值歸屬,并對原生廣告的發(fā)展趨勢進(jìn)行展望。本文共分為四個部分,第一個部分對原生廣告的產(chǎn)生和發(fā)展現(xiàn)狀進(jìn)行概述,探析其具體定義,整理并總結(jié)原生廣告的具體分類和表現(xiàn)形式。以案例為基礎(chǔ),歸納出原生廣告的特點(diǎn)。第二部分以原生廣告的特性和傳播要素為視角,對原生廣告的產(chǎn)生和發(fā)展背景進(jìn)行多重化的理性探討。第三部分是原生廣告的價值歸屬,通過對原生廣告的行業(yè)價值、理論價值進(jìn)行細(xì)化和分析,找出原生廣告具體的價值歸屬。同時列舉出原生廣告已經(jīng)或可能顯現(xiàn)的負(fù)面價值,對原生廣告規(guī)�；l(fā)展具有一定的參考價值。第四部分是對原生廣告未來發(fā)展的展望,廣告的程序化購買會加快原生廣告的主流化進(jìn)程,原生廣告新聞化也是未來的發(fā)展趨勢之一。目前,原生廣告并無確切的定義,也未形成完整的理論框架體系,在其發(fā)展過程中,一些問題和爭議也逐漸顯現(xiàn)。通過對原生廣告的概念進(jìn)行辨析,以及對其產(chǎn)生和發(fā)展背景進(jìn)行研究,能讓我們對互聯(lián)網(wǎng)廣告發(fā)展環(huán)境進(jìn)行重新審視,為互聯(lián)網(wǎng)廣告打破發(fā)展瓶頸提供一份內(nèi)在力量。同時,作為社會化媒體時代廣告發(fā)展的縮影,對原生廣告進(jìn)行研究,能更好的看清在技術(shù)驅(qū)動與營銷理念創(chuàng)新下,新的廣告所產(chǎn)生的價值歸屬何處。原生廣告的獨(dú)特經(jīng)營模式是用戶、品牌與媒介三者之間尋求價值共鳴的產(chǎn)物,不管是內(nèi)容制作、受眾定位或廣告投放過程,都是這三者之間經(jīng)過博弈產(chǎn)生的結(jié)果。本文對原生廣告的發(fā)展背景進(jìn)行深入探析,能為原生廣告的規(guī)�；l(fā)展提供相應(yīng)的可行性建議和啟示性意義。
[Abstract]:In the era of social media, the user experience is gradually regarded as the focus of media management, and the single content marketing principle can no longer fully adapt to the living environment of network advertising. However, the focus of this concern is generally focused on its outstanding advertising effects. In the process of the continuous development and expansion of native advertising, we can see that it is highly adaptable to the advertising development environment. Native advertising combines content marketing. The concept of precision marketing and differentiated integrated marketing is a new type of Internet advertising driven by technology. Its emergence and development is to break the bottleneck of the development of Internet advertising. Solving the problems in the development of online advertising provides a new opportunity. Based on the original advertising case itself, the author deeply analyzes the characteristics of the original advertising. To find out the adaptive changes made by marketers under the circumstances of the changes in the living environment of advertising, and then to find out the specific background of the development of native advertising from these changes, and to summarize the value attribution in the process of the emergence and development of native advertising. This paper is divided into four parts. The first part summarizes the emergence and development of native advertising, and analyzes its specific definition. Sorting out and summing up the specific classification and manifestation of native advertising. Based on the case study, the author concludes the characteristics of native advertising. The second part is from the perspective of the characteristics and communication elements of native advertising. The third part is the value attribution of the original advertising, through the industry value of the original advertising, the theoretical value is refined and analyzed. Find out the specific value attribution of the native advertisement. At the same time, enumerate the negative value that the original advertisement has or may appear, which has certain reference value for the development of the original advertisement on a large scale. 4th part is the prospect of the future development of the original advertisement. The program purchase of advertising will speed up the mainstream process of native advertising, and the news of native advertising will also be one of the developing trends in the future. At present, there is no precise definition of native advertising, nor has it formed a complete theoretical framework system. In the course of its development, some problems and controversies have gradually emerged. Through the analysis of the concept of native advertising and the research of its origin and development background, we can re-examine the development environment of Internet advertising. At the same time, as the epitome of advertising development in the age of social media, the research on the original advertising can better see the technology driven and marketing idea innovation. The unique business model of original advertising is the product of seeking value resonance between user, brand and media, whether it is content production, audience orientation or advertising process. All of them are the result of the game between the three. This paper makes a deep analysis of the background of the development of native advertising, which can provide the corresponding feasible suggestions and enlightening significance for the development of the original advertising on a large scale.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F713.8

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