本文選題：媒體策略 + 新媒體　； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：近年來我國廣告媒體行業(yè)經(jīng)歷了快速發(fā)展時期,而又受到經(jīng)濟(jì)發(fā)展的制約增速放緩甚至呈現(xiàn)縮減趨勢,市場雖然相對繁榮但競爭卻越來越激烈。與此同時依托信息技術(shù)的進(jìn)步,各種新興媒體形態(tài)得以實(shí)現(xiàn),豐富了市場并推動著行業(yè)進(jìn)步。實(shí)質(zhì)上中國廣告媒體市場資源相對過剩,卻因?yàn)槿狈π袠I(yè)標(biāo)準(zhǔn)和規(guī)則而始終處于賣方市場。面對著媒體種類與數(shù)量激增、傳播效果難以以銷售衡量、受眾分化且多變的環(huán)境,如何有效控制成本,提高媒體投放效能,真正實(shí)現(xiàn)銷售轉(zhuǎn)換,成了所有廣告主所面臨的難題。在企業(yè)實(shí)際媒體策略的過程中,廣告主需要通過大數(shù)據(jù)對受眾群體進(jìn)行深入研究,洞察其購買行為和觸媒習(xí)慣,并結(jié)合品牌特性和消費(fèi)者認(rèn)知,運(yùn)用合理的媒體組合,才能精準(zhǔn)有效地進(jìn)行廣告?zhèn)鞑?達(dá)到觸達(dá)潛在目標(biāo)消費(fèi)者或?qū)崿F(xiàn)銷售轉(zhuǎn)化等預(yù)期效果的目的。本文從嬰兒紙尿褲企業(yè)對實(shí)現(xiàn)營銷目標(biāo)的現(xiàn)實(shí)需求出發(fā),結(jié)合競品媒體策略研究、品牌目標(biāo)受眾認(rèn)知和媒體習(xí)慣市場調(diào)研、品牌廣告媒體投放效果市場調(diào)研,在歸納總結(jié)前人研究的基礎(chǔ)上,通過分析產(chǎn)品目標(biāo)消費(fèi)群體的實(shí)際情況和不同因素對廣告媒體組合策略及投放效果的影響,發(fā)現(xiàn)并提出企業(yè)媒體策略可能實(shí)際存在的問題,為提出優(yōu)化企業(yè)媒體組合策略建立了研究基礎(chǔ)。在廣告媒體投放效果調(diào)研中,通過核心客戶甄別、設(shè)置對比組別等方法,從多維度獲取消費(fèi)者對企業(yè)廣告的實(shí)際反饋。同時通過比較分析視頻廣告和網(wǎng)絡(luò)硬廣等不同媒體的特性,以及對受眾產(chǎn)生的不同觸達(dá)效果,為企業(yè)進(jìn)行媒體組合策略建立了決策基礎(chǔ)。通過對企業(yè)實(shí)際問題的分析,提出了媒體組合策略的整體優(yōu)化方案,并將調(diào)研結(jié)果結(jié)合階段性投放目標(biāo)應(yīng)用于該媒體組合策略的實(shí)施過程,目的在于使優(yōu)化策略符合消費(fèi)者偏好并貼近企業(yè)目標(biāo)。最后通過策略實(shí)施分析對優(yōu)化策略的可行性及優(yōu)化效果的指標(biāo)達(dá)成預(yù)期進(jìn)行驗(yàn)證,為品牌實(shí)現(xiàn)預(yù)期的銷售目標(biāo)奠定了基礎(chǔ)。
[Abstract]:In recent years, the advertising media industry in our country has experienced a period of rapid development, but the growth rate is slowing down or even showing a shrinking trend due to the restriction of economic development. Although the market is relatively prosperous, the competition is becoming more and more fierce. At the same time, relying on the progress of information technology, a variety of emerging media forms can be realized, enriching the market and promoting industry progress. In essence, China's advertising media market is relatively surplus, but it is always in the seller's market because of the lack of industry standards and rules. In the face of the proliferation of media types and quantity, the communication effect is difficult to measure by sales, the audience is divided and changeable environment, how to effectively control the cost, improve the efficiency of media delivery, truly achieve sales conversion, has become a problem faced by all advertisers. In the process of enterprise actual media strategy, advertisers need to conduct in-depth research on the audience through big data, insight into their purchasing behavior and catalyst habits, and combine brand characteristics and consumer cognition, and use a reasonable media mix. In order to accurately and effectively spread advertising, reach the potential target consumers or achieve sales conversion and other expected results. This paper starts from the actual demand of infant diaper enterprises to achieve the marketing goal, combines the research of competitive media strategy, brand target audience cognition and media habit market research, brand advertising media delivery effect market research, On the basis of summing up the previous studies, by analyzing the actual situation of product target consumer group and the influence of different factors on advertising media combination strategy and the effect of advertising media delivery, the paper finds and puts forward the problems that may exist in enterprise media strategy. The research foundation of optimizing enterprise media combination strategy is established. In the research of advertising media delivery effect, through the methods of core customer screening and setting up contrast groups, the actual feedback of consumers to corporate advertising is obtained from multiple dimensions. At the same time, by comparing and analyzing the characteristics of different media such as video advertisement and network hard and wide, as well as the different contact effect to the audience, this paper establishes the decision-making foundation for the media combination strategy of the enterprise. Through the analysis of the actual problems of the enterprise, the paper puts forward the overall optimization scheme of the media combination strategy, and applies the investigation results to the implementation process of the media combination strategy. The aim is to make the optimization strategy accord with the consumer preference and close to the enterprise goal. Finally, the feasibility of the optimization strategy and the target of the optimization effect are verified by the strategy implementation analysis, which lays the foundation for the brand to achieve the expected sales target.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8;F416.8;F274

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