本文選題：移動(dòng)廣告游戲　切入點(diǎn)：交互設(shè)計(jì)　出處：《湖南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：2011年，移動(dòng)互聯(lián)網(wǎng)的爆發(fā)式增長，給人們的生活帶來了極大的沖擊和方便。中國互聯(lián)網(wǎng)信息中心預(yù)計(jì)2012年移動(dòng)互聯(lián)網(wǎng)用戶將突破6億人，并且超過互聯(lián)網(wǎng)用戶數(shù)量。隨著移動(dòng)互聯(lián)網(wǎng)逐漸滲透到人們工作和生活中的各個(gè)領(lǐng)域，手機(jī)游戲、手機(jī)支付、位置服務(wù)等豐富的移動(dòng)互聯(lián)網(wǎng)應(yīng)用也隨之迅猛發(fā)展起來，而移動(dòng)廣告作為細(xì)分行業(yè)之一也受到了熱捧，參與廣告平臺(tái)競(jìng)爭(zhēng)的企業(yè)迅速增多。目前，游戲內(nèi)置廣告是移動(dòng)廣告領(lǐng)域應(yīng)用的最多且最廣泛的形式，但大部分廣告游戲內(nèi)置的廣告牌，都是圖文形式的，且內(nèi)置品牌與游戲毫無關(guān)聯(lián)、生搬硬套，強(qiáng)迫用戶記憶。主要的原因是在于他們之間并沒有一套適合自己的應(yīng)用體系及與用戶的互動(dòng)模式，只有實(shí)現(xiàn)用戶與品牌之間的真正互動(dòng)，讓商家、品牌和用戶直接在游戲中獲益，這才是移動(dòng)廣告未來發(fā)展的方向。 本文在移動(dòng)互聯(lián)網(wǎng)時(shí)代移動(dòng)廣告新趨勢(shì)的影響下，分析了游戲與品牌社區(qū)對(duì)當(dāng)?shù)厣碳液推淦放婆c用戶之間互動(dòng)的影響，描述了移動(dòng)廣告逐漸形成了一種以游戲?yàn)楹诵牡�，基于地理位置并同時(shí)結(jié)合線上線下服務(wù)的廣告平臺(tái)的趨勢(shì)。以心理學(xué)、品牌社區(qū)理論、游戲?qū)W等為理論依據(jù)，根據(jù)心流理論對(duì)用戶的行為動(dòng)機(jī)進(jìn)行分析，對(duì)移動(dòng)廣告游戲化設(shè)計(jì)進(jìn)行了全面的研究和探討，構(gòu)建了基于地理位置的移動(dòng)廣告游戲的品牌社區(qū)模型和設(shè)計(jì)模型。最終在此基礎(chǔ)上，結(jié)合實(shí)際案例介紹了實(shí)踐過程和最終成果。 研究的創(chuàng)新和特色體現(xiàn)在：首先，，結(jié)合品牌社區(qū)與游戲等相關(guān)理論，闡述了以游戲的方式在品牌與用戶之間鞏固品牌社區(qū)所具備的重要作用和指導(dǎo)意義；其次，論述了以游戲?yàn)楹诵牡幕诘乩砦恢玫囊苿?dòng)廣告的潛在商業(yè)價(jià)值；最后，在對(duì)移動(dòng)廣告的設(shè)計(jì)分析，結(jié)合移動(dòng)終端物理特點(diǎn)和移動(dòng)終端設(shè)計(jì)要素的提煉，提出提供游戲形式和層面的模型，對(duì)未來在移動(dòng)終端上廣告游戲的設(shè)計(jì)的進(jìn)一步發(fā)展提供一定的參考價(jià)值。 本文檢驗(yàn)了不同信息呈現(xiàn)形態(tài)對(duì)廣告效果的影響，證明了在設(shè)計(jì)手機(jī)廣告游戲時(shí)，考慮認(rèn)知因素、環(huán)境因素、游戲形式等對(duì)于提升廣告效果的重要性。論文的結(jié)果將對(duì)未來以基于地理位置的移動(dòng)廣告的設(shè)計(jì)提供了極具參考性的有益幫助。
[Abstract]:In 2011, the explosive growth of the mobile Internet brought great impact and convenience to people's lives. The China Internet Information Center estimated that in 2012, the number of mobile Internet users would exceed 600 million. And more than the number of Internet users. With the mobile Internet gradually infiltrating into all areas of people's work and life, mobile games, mobile payment, location services and other rich mobile Internet applications have also developed rapidly. As one of the segments of the industry, mobile advertising is also popular, and the number of enterprises participating in advertising platform competition is increasing rapidly. At present, in-game advertising is the most widely used form of mobile advertising. But most advertising games have built-in billboards in the form of pictures and text, and the built-in brand has nothing to do with the game. Forced user memory. The main reason is that they do not have a suitable application system and user interaction model, only to achieve the real interaction between users and brands, so that merchants, Brand and user benefit directly in game, this is the direction that mobile advertisement develops in the future. Under the influence of the new trend of mobile advertising in the era of mobile Internet, this paper analyzes the influence of game and brand community on the interaction between local merchants and their brands and users, and describes that mobile advertising has gradually formed a game as the core. Based on geographical location and combined with online and offline service advertising platform trend. Based on psychology, brand community theory, game theory and so on, this paper analyzes the behavior motivation of users according to heart-flow theory. In this paper, a brand community model and a design model of mobile advertising game based on geographical location are constructed. Finally, based on the research and discussion of the game design of mobile advertising, the author constructs the brand community model and design model of mobile advertising game based on geographical location. Combined with practical cases, the paper introduces the practice process and final results. The innovation and characteristics of the research are as follows: first, combined with the related theories of brand community and game, this paper expounds the important role and guiding significance of consolidating brand community between brand and user by the way of game; secondly, This paper discusses the potential commercial value of mobile advertising based on geographical location with game as the core, and finally, after analyzing the design of mobile advertising, combining with the physical characteristics of mobile terminal and the extraction of design elements of mobile terminal, The model of game form and level is put forward, which provides some reference value for the further development of advertising game design on mobile terminal in the future. This paper examines the effects of different information presentation patterns on advertising effects, and proves that cognitive and environmental factors are taken into account in the design of mobile phone advertising games. The results of this paper will be helpful to the future design of mobile advertising based on geographical location.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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本文編號(hào)：1643908