【摘要】：現(xiàn)代企業(yè)動輒花費(fèi)數(shù)百萬經(jīng)費(fèi)在電視、廣播、報紙等傳統(tǒng)媒體上投放廣告,這些渠道確實(shí)大大地增加了企業(yè)與受眾接觸的機(jī)會,但是成本昂貴,且存在一個亟待解決的問題——由上而下的單向傳播過程很難讓廣告主了解受眾真正的需求,且大部分廣告投放的精準(zhǔn)度不夠,受眾到達(dá)率不高。傳統(tǒng)廣告在一定程度上慢慢衰退的同時,廣告行業(yè)迎來了一顆冉冉升起的新星,那便是社交媒體廣告。它的出現(xiàn)改變了傳統(tǒng)廣告甚至是傳統(tǒng)網(wǎng)絡(luò)廣告的交互性差和單向傳播等性質(zhì),為廣告主和受眾提供了一個可反饋可溝通的信息交換渠道。信息流廣告作為社交媒體廣告的一大分支,不僅具有互動性、雙向傳播等特點(diǎn),更與眾不同的是,它的形式新穎,廣告內(nèi)容穿插在用戶閱讀的原生資訊中,具有一種“潤物細(xì)無聲”的效果。另外,信息流廣告是通過用戶的個性化專屬標(biāo)簽來實(shí)現(xiàn)精準(zhǔn)投放,避免了大面積傳播的資源浪費(fèi)又可覆蓋重點(diǎn)目標(biāo)受眾。微信以龐大的用戶基數(shù)和逐漸完善的社交模式在社交平臺中占據(jù)了一席之地,可以算是國內(nèi)即時通訊系統(tǒng)的一匹領(lǐng)頭羊,2015年,信息流廣告在微信朋友圈,根據(jù)廣告主的需求,在細(xì)分用戶特征的基礎(chǔ)上實(shí)現(xiàn)差異化推送。因?yàn)榱己玫挠脩趔w驗(yàn)和低打擾性,得到了廣大用戶的熱烈回應(yīng)。本文以微信為研究基礎(chǔ),以朋友圈信息流廣告為研究目標(biāo)進(jìn)行了其互動模式的研究。如今,移動互聯(lián)網(wǎng)瞬息萬變,發(fā)展突飛猛進(jìn),各個產(chǎn)品既要保持市場競爭力同時又要保障用戶體驗(yàn),在這樣的前提下,微信獲得進(jìn)一步的發(fā)展,朋友圈信息流廣告看起來是一步用心良苦的險棋。如何周密而慎重地對待微信朋友圈信息流廣告,在保證廣告主的既得利益的同時為受眾提供良好的用戶體驗(yàn),取得三方關(guān)系的制衡點(diǎn),關(guān)鍵在于充分地了解信息流廣告的傳播過程及其互動模式。筆者通過對國外眾多學(xué)者的研究結(jié)果分析,從內(nèi)容和渠道兩個方面出發(fā),為其構(gòu)建了不同的互動模式。內(nèi)容互動模式是用戶在收到信息流廣告的基礎(chǔ)上加以點(diǎn)贊、發(fā)表評論、通過超鏈接查看廣告詳情,這是信息流廣告中廣告主與受眾之間的互動關(guān)系。值得一提的是,受眾之間也存在著復(fù)雜的聯(lián)系,受眾會觀察他人與廣告主之間互動以此來決定自己是否參與其中。信息流廣告的傳播也存在多個平臺和渠道的信息交換,廣告主通過競標(biāo)等形式獲取到用戶的專屬標(biāo)簽和受眾的信息,通過投放平臺將廣告內(nèi)容發(fā)布至用戶終端即微信朋友圈以供用戶瀏覽。三個平臺相互作用,才能保證廣告的精準(zhǔn)投放和個性化傳播。這不止要求社交平臺與現(xiàn)代互聯(lián)網(wǎng)技術(shù)創(chuàng)新結(jié)合,還要求廣告主多角度挖掘與用戶溝通的契合點(diǎn),才能使信息流廣告的傳播效果最大化。本文的最終目的是探討互動模式中的影響因子,并對其提出建議,旨在給社交平臺和廣告主獻(xiàn)計獻(xiàn)策。
[Abstract]:Modern enterprises spend millions of dollars on advertising on traditional media such as television, radio, newspapers, etc. These channels really greatly increase the opportunities for enterprises to reach out to their audiences, but they are expensive. And there is a problem to be solved urgently-the one-way communication process from top to bottom is very difficult for advertisers to understand the real needs of the audience, and most of the advertising delivery accuracy is not enough, the audience arrival rate is not high. At the same time that traditional advertising is slowly declining, a rising star in the advertising industry is social media advertising. Its appearance has changed the nature of the traditional advertisement and even the traditional network advertisement, such as poor interaction and one-way communication, which provides a feedback and communication information exchange channel for advertisers and audiences. As a major branch of social media advertising, information flow advertising not only has the characteristics of interactive and two-way communication, but also has a novel form. The advertising content is interspersed in the native information read by users. Has a kind of "moisten everything silently" the effect. In addition, information flow advertising is to achieve accurate delivery through the user's personalized label, which can avoid the waste of resources and cover the key target audience. WeChat, with a huge user base and a growing social model, has a place in the social platform, and it can be regarded as a leader in the domestic instant messaging system. In 2015, information stream ads were in the WeChat network of friends, according to the needs of advertisers. On the basis of subdividing user characteristics, differential push is realized. As a result of good user experience and low disturbance, the majority of users have received a warm response. On the basis of WeChat, this paper studies the interactive model of information flow advertising in the circle of friends. Today, the mobile Internet is rapidly changing and developing by leaps and bounds. Under this premise, WeChat has gained further development. Network of friends information flow advertising seems to be a good idea of dangerous chess. How to deal with the information flow advertisement of WeChat's circle of friends carefully and prudently, while ensuring the vested interests of advertisers, at the same time providing the audience with a good user experience, and obtaining the checks and balances of the tripartite relationship, The key is to fully understand the communication process of information flow advertising and its interactive mode. By analyzing the research results of many foreign scholars, the author constructs different interactive models for them from two aspects: content and channel. The interactive mode of content is that the user likes and comments on the basis of receiving the information stream advertisement, and views the details of the advertisement through hyperlink, which is the interaction between the advertiser and the audience in the information flow advertisement. It is worth mentioning that there are also complex relationships between the audience, who will observe the interaction between others and advertisers to determine whether they are involved or not. There are also multiple platforms and channels for information exchange in the dissemination of information flow advertising. Advertisers obtain the information of users' exclusive labels and audience by way of competitive bidding. Through the launch platform, the advertising content will be published to the user terminal, WeChat friends circle for users to browse. The interaction of the three platforms can guarantee the accurate delivery and individualized dissemination of advertisements. This not only requires the combination of social platform and modern Internet technology innovation, but also requires advertisers to explore the common point of communication with users from different angles, so as to maximize the communication effect of information flow advertising. The ultimate purpose of this paper is to explore the influencing factors in the interaction model and to give some suggestions to the social platform and advertisers.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8;G206

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本文編號：2268327