本文選題：廣告表現　切入點：品牌時代　出處：《浙江工商大學》2010年碩士論文

【摘要】： 在市場競爭日益激烈之下的品牌時代,行業(yè)和產品在不斷細分的同時,商家也在對目標消費群體不斷進行細分,曾經被忽視的大學生消費群體日漸成為商家搶奪的一塊誘人蛋糕。 我國在校大學生數量位居世界第一,他們是將來社會的中流砥柱。無論是從其現實購買力還是從潛在消費價值來分析,都是任何商家所不容忽視的。中國由于人口眾多,已成為全球最大的消費市場之一,但是從廣告角度來對大學生消費群體所作的研究卻很少,尤其是在品牌時代之下,對探究定位以大學生為目標消費群體而進行品牌細分、推廣的策略研究目前尚屬空白。正因如此,本研究試圖分析以大學生為主要訴求對象的廣告表現研究,為商家提供適時的廣告營銷策略；為以高校大學生為目標群體的傳媒提供對策與建議；同時為校園文化建設盡鄙人微薄之力。 本文是通過研究定位在大學生消費群體的現有品牌,從大學生消費能力、消費特性和優(yōu)秀的品牌廣告表現之間的關系,采納權威專家的觀點,結合筆者的深入調查分析與體會,再通過成功品牌廣告案例來探究其如何捕獲受眾群對品牌的忠誠度。著重分析大學生目標消費市場的消費能力和消費傾向特性,找出廣告與大學生消費群體間的關系,從視覺設計和營銷策劃角度來分析針對大學生主要消費群體的廣告表現,總結出網絡廣告與校園現場互動活動廣告是未來高校廣告表現的兩大趨勢。
[Abstract]:In the era of brand under the increasingly fierce market competition, while the industry and products continue to be subdivided, businesses are also constantly subdividing the target consumer groups.Once neglected university student consumer group gradually becomes a business snatching an attractive cake.The number of college students in China ranks first in the world, they are the mainstay of the future society.Whether from its real purchasing power or from the potential consumption value analysis, is any business can not be ignored.Because of its large population, China has become one of the largest consumer markets in the world, but there are few studies on college students' consumer groups from the perspective of advertising, especially in the era of brand name.The strategy of brand segmentation and promotion is still blank.For this reason, this study attempts to analyze the advertising performance of college students as the main target, to provide timely advertising marketing strategies for businesses, to provide countermeasures and suggestions for the media with college students as the target group.At the same time for the construction of campus culture to do my meager contribution.This article is through the research localization in the university student consumer group present brand, from the university student consumptive ability, the consumption characteristic and the outstanding brand advertisement performance relations, adopts the authority expert's viewpoint, unifies the author's thorough investigation analysis and the experience.Then through successful brand advertising cases to explore how to capture the audience loyalty to the brand.This paper analyzes the characteristics of consumption ability and propensity of college students' target consumer market, finds out the relationship between advertising and college students' consumption groups, and analyzes the advertising performance of the main consumer groups of college students from the perspective of visual design and marketing planning.It is concluded that the network advertisement and the campus spot interactive activity advertisement are the future university advertisement performance two big trends.
【學位授予單位】：浙江工商大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8

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