【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的深入發(fā)展,各種新媒體技術(shù)的不斷涌現(xiàn),特別是大數(shù)據(jù)技術(shù)、移動互聯(lián)網(wǎng)技術(shù)強(qiáng)暴的撕裂現(xiàn)有的傳播生態(tài)和輿論格局。數(shù)字技術(shù)的通用性和低成本性使廣告得以實現(xiàn)規(guī)�；a(chǎn)從而不斷拓展廣告空間,而媒介種類的推陳出新使廣告的媒介組合日益復(fù)雜和優(yōu)化,以差異化的信息滿足受眾的個性化需求。廣告公司一直處在市場最前沿,在媒體環(huán)境劇烈變化下,廣告公司的經(jīng)營模式必將隨之創(chuàng)新。本文從企業(yè)實現(xiàn)價值方式的不同將經(jīng)營模式分為:總成本領(lǐng)先模式、差異化經(jīng)營模式和目標(biāo)集聚經(jīng)營模式。重點研究新媒體對廣告公司三種經(jīng)營模式的影響,對廣告成本的影響從廣告成本的構(gòu)成、發(fā)布以及交易的費用三塊加以分析;在差異化經(jīng)營模式方面,從對廣告形式的多樣化,廣告的創(chuàng)意制作,媒介的組合以及廣告理念上的改變加以闡述;在目標(biāo)集聚經(jīng)營模式上,從新媒體對廣告受眾的媒介接觸習(xí)慣,受眾廣告素養(yǎng)的提升以及廣告受眾的信息需求個性化幾個方面進(jìn)行詳細(xì)研究。分析新媒體環(huán)境下,廣告公司在三種經(jīng)營模式上的改革。總成本領(lǐng)先模式下,其變化主要體現(xiàn)在,廣告投放的精準(zhǔn)化,廣告形式多元化,廣告?zhèn)鞑トW(wǎng)化;差異化經(jīng)營模式下,其變化主要體現(xiàn)在,新的廣告項目的誕生,創(chuàng)新廣告服務(wù)流程,開啟廣告規(guī)模定制服務(wù)功能;在目標(biāo)集聚模式下,其變化主要體現(xiàn)在,為散小客戶提供規(guī)�；⻊�(wù),集聚服務(wù)以及針對特定的虛擬社區(qū)提供整合服務(wù)。并針對現(xiàn)有傳媒市場環(huán)境變化,總結(jié)現(xiàn)有廣告公司經(jīng)營模式上的不足,提出“精細(xì)化管理+延伸增值化服務(wù)”的經(jīng)營模式。希冀為我國廣告公司經(jīng)營管理者,在媒體新的發(fā)展態(tài)勢下,提供一些有益參考。
[Abstract]:With the in-depth development of Internet technology, the emergence of a variety of new media technologies, especially big data technology, mobile Internet technology rape torn apart the existing communication ecology and public opinion pattern. The generality and low cost of digital technology enable advertising to achieve large-scale production and continue to expand the advertising space, and the introduction of media types makes the media combination of advertising more and more complex and optimized. Meet the personalized needs of the audience with differentiated information. Advertising companies have been in the forefront of the market, in the dramatic changes in the media environment, advertising companies' business model will be innovative. This paper divides the business model into three types: total cost leading mode, differential management mode and target cluster management mode according to the different ways of realizing the value of the enterprise. Focus on the impact of new media on the three business models of advertising companies, the impact on advertising costs from the composition of advertising costs, publishing and transaction costs three pieces to be analyzed; In the aspect of differential management mode, this paper expounds the diversification of advertising form, the creative production of advertisement, the combination of media and the change of advertising concept. In the mode of target gathering management, this paper makes a detailed study on the media contact habits of the new media to the advertising audience, the improvement of the audience's advertising literacy, and the individuation of the advertising audience's information demand. Analysis of the new media environment, advertising companies in the three business models on the reform. Under the mode of total cost leading, the change is mainly reflected in the precision of advertising delivery, the diversification of advertising forms, and the whole network of advertising dissemination; Under the differentiated management mode, the changes are mainly reflected in the birth of new advertising projects, the innovation of advertising service flow, and the opening of advertising scale customization service function; In the mode of target clustering, the change is mainly reflected in providing large-scale services for small and scattered customers, gathering services and providing integrated services for specific virtual communities. Aiming at the change of the current media market environment, this paper sums up the deficiency of the existing advertising company's management mode, and puts forward the management mode of "refined management extending value-added service". I hope to provide some useful references for the management and management of advertising companies in China under the new development trend of the media.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8;G206-F
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本文編號：2451867