本文選題：原生廣告　切入點：全媒體　出處：《河北大學》2015年碩士論文　論文類型：學位論文

【摘要】：在全媒體環(huán)境背景下,數(shù)字技術(shù)飛速發(fā)展,消費者的習慣也隨之變遷,內(nèi)容營銷成為當下的廣告營銷的主流,原生廣告順應此種潮流而生,開啟了廣告成為內(nèi)容,融入媒體環(huán)境,精準打動消費者的新局面。在眾多關(guān)于原生廣告的研究成果中,如何提高原生廣告的傳播效果是廣大學者普遍重視和熱烈討論的問題。筆者在學習和研究了國內(nèi)外原生廣告相關(guān)研究成果的基礎(chǔ)上,結(jié)合中國原生廣告發(fā)展的自身特點和市場環(huán)境,總結(jié)歸納原生廣告的特點和形式,研究原生廣告?zhèn)鞑サ默F(xiàn)狀及困境,并對此提出優(yōu)化建議,探索今后原生廣告的長遠發(fā)展戰(zhàn)略,展望原生廣告的發(fā)展前景。全文分為四個部分,第一部分對原生廣告的概念、產(chǎn)生背景、原生廣告的傳播要素、傳播特點以及表現(xiàn)形式等多方面因素進行了分析和總結(jié)。第二部分主要分析原生廣告發(fā)展過程中出現(xiàn)的問題,用案例分析的方法對原生廣告的困境進行學理性探討。第三部分針對原生廣告?zhèn)鞑ブ谐霈F(xiàn)的問題,分別從原生廣告的傳播過程和發(fā)展策略兩方面提出優(yōu)化建議和解決方法,以此促進原生廣告的合理發(fā)展和健康傳播。第四部分主要對原生廣告的發(fā)展前景和未來規(guī)劃進行展望和探索。筆者經(jīng)過大量的數(shù)據(jù)搜集和案例分析,梳理了一套原生廣告的理論體系,并在此基礎(chǔ)上總結(jié)歸納了原生廣告在發(fā)展過程中存在的問題和困境,進而針對困境提出了合理的優(yōu)化對策和發(fā)展策略,為原生廣告的傳播策略提供了一些有建設(shè)性的意見和建議,同時對原生廣告的發(fā)展進行了展望,預示了原生廣告今后的發(fā)展方向。希望通過本文的研究,能為當前及未來我國原生廣告的發(fā)展實踐帶來一定的啟發(fā)意義。
[Abstract]:Under the background of the whole media environment, with the rapid development of digital technology and the change of consumers' habits, content marketing has become the mainstream of current advertising marketing. Blend into the media environment, accurately impress consumers in the new situation. In many of the original advertising research results, How to improve the communication effect of native advertising is a problem that the majority of scholars pay more attention to and discuss enthusiastically. On the basis of studying and studying the research results of native advertising at home and abroad, Combining with the characteristics and market environment of the development of native advertising in China, this paper summarizes the characteristics and forms of native advertising, studies the present situation and predicament of the spread of native advertising, and puts forward some suggestions to optimize it, and explores the long-term development strategy of native advertising in the future. The paper is divided into four parts. The first part is about the concept of the original advertising, the background of the original advertising, the elements of the dissemination of the original advertising. The characteristics and forms of communication are analyzed and summarized. The second part mainly analyzes the problems in the development of native advertising. In the third part, aiming at the problems in the propagation of native advertising, the author puts forward the optimization suggestions and solutions from the two aspects of the communication process and development strategy of the original advertising. In order to promote the rational development and healthy spread of native advertising. 4th part mainly prospects and exploration of the development prospects and future planning of native advertising. The author through a large number of data collection and case analysis, This paper combs a set of theoretical system of native advertising, and then summarizes the problems and difficulties existing in the development of native advertising, and then puts forward reasonable optimization countermeasures and development strategies in view of the difficulties. This paper provides some constructive suggestions and suggestions for the communication strategy of native advertising, and forecasts the development of native advertising, which indicates the future development direction of native advertising. It can bring some enlightening significance for the development and practice of native advertisement in our country at present and in the future.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8;G206

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