社會(huì)“碎片化”趨勢(shì)下的中國(guó)傳統(tǒng)電視廣告?zhèn)鞑ゾ珳?zhǔn)化策略研究
發(fā)布時(shí)間：2018-04-14 15:38
本文選題：“碎片化” + 廣告?zhèn)鞑?/strong> ； 參考：《上海交通大學(xué)》2009年碩士論文
【摘要】： 目前,隨著物質(zhì)的極大豐富和消費(fèi)需求的多元化,社會(huì)階層的“碎片化”趨勢(shì)在我國(guó)也越來越突出。人們不再按照統(tǒng)一的模式生活和思考,結(jié)果帶來了價(jià)值觀念和消費(fèi)方式的多樣化,由此使原來比較簡(jiǎn)單的社會(huì)階層分解為眾多的“碎片”。大眾消費(fèi)者向分眾消費(fèi)者轉(zhuǎn)換,受眾在接觸信息時(shí)更多的注意自己的個(gè)性化需求,具有自主性和多樣性的特點(diǎn),這直接導(dǎo)致了傳播的“碎片化”。 電視作為一種大眾傳媒,面對(duì)的是廣大的受眾,而在“碎片化”的趨勢(shì)下,受眾由于各自觀念和媒介消費(fèi)方式的不同已經(jīng)不再是鐵板一塊的整體,而是正在消解成一塊塊的小“碎片”。同時(shí),廣告作為電視傳播中一個(gè)重要領(lǐng)域,它的地位和作用也在備受考驗(yàn)。廣告的精準(zhǔn)傳播是廣告主和媒體共同追求的目標(biāo),在“碎片化”的趨勢(shì)下,廣告的精準(zhǔn)傳播更被諸多媒體提上了議事日程。一些新興媒體和國(guó)外電視媒體在廣告精準(zhǔn)傳播方面的優(yōu)勢(shì)給國(guó)內(nèi)傳統(tǒng)電視廣告?zhèn)鞑砹撕艽蟮奶魬?zhàn)。國(guó)內(nèi)傳統(tǒng)電視廣告?zhèn)鞑?yīng)該做如何的應(yīng)對(duì)才能適應(yīng)這一社會(huì)發(fā)展趨勢(shì),以及應(yīng)付來自新媒體和境外電視媒體的挑戰(zhàn)呢,本文將從四個(gè)部分來展開對(duì)這個(gè)問題的探討和研究。 本文第一章主要對(duì)選題的由來、研究的意義、研究的方法和創(chuàng)新點(diǎn)做簡(jiǎn)要的介紹;第二章對(duì)文章需要闡述的相關(guān)概念和理論做了回顧,包括社會(huì)大環(huán)境——“碎片化”及其對(duì)傳統(tǒng)電視廣告?zhèn)鞑サ挠绊�、廣告的概念以及從傳播學(xué)和營(yíng)銷學(xué)兩個(gè)學(xué)科角度出發(fā)對(duì)廣告進(jìn)行闡釋,并論述了在社會(huì)“碎片化”趨勢(shì)下傳統(tǒng)電視廣告?zhèn)鞑ゾ珳?zhǔn)化的必要性;第三章運(yùn)用SWOT分析法對(duì)社會(huì)“碎片化”趨勢(shì)下的中國(guó)傳統(tǒng)傳統(tǒng)電視廣告?zhèn)鞑サ膬?yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行了論述,較全面的展示了社會(huì)“碎片化”趨勢(shì)下的中國(guó)傳統(tǒng)電視廣告?zhèn)鞑ニ媾R的內(nèi)部條件和外部環(huán)境,并為最后一章的策略設(shè)計(jì)打下了一個(gè)基礎(chǔ);第四章是本文的重心,從上文的論述總結(jié)出應(yīng)對(duì)社會(huì)“碎片化”的環(huán)境,中國(guó)傳統(tǒng)電視廣告?zhèn)鞑プ陨硇枰龅恼{(diào)整和應(yīng)對(duì)策略,這個(gè)策略設(shè)計(jì)緊扣前文的廣告?zhèn)鞑ダ碚?從傳播流程的各個(gè)環(huán)節(jié)出發(fā),對(duì)策略進(jìn)行剖析。同時(shí)運(yùn)用第三章的SWOT分析的結(jié)論,對(duì)策略進(jìn)行擷取和總結(jié),在最后用一個(gè)圖形歸結(jié)出整個(gè)文章的脈絡(luò)和關(guān)聯(lián)性。
[Abstract]:At present, with the great enrichment of material and the diversification of consumption demand, the "fragmentation" trend of social stratum is more and more prominent in our country.People no longer live and think according to the unified mode, resulting in the diversification of values and consumption patterns, which makes the original relatively simple social stratum decomposed into numerous "fragments".Mass consumers transform to focus consumers, the audience pays more attention to their own personalized needs when they contact information, which has the characteristics of autonomy and diversity, which directly leads to the "fragmentation" of communication.As a kind of mass media, television is faced with a broad audience. However, under the trend of "fragmentation", the audience is no longer a monolithic whole because of their different concepts and media consumption patterns.They are dissolving small pieces of "fragments".At the same time, advertising as an important field of television communication, its position and role is also being tested.The accurate communication of advertisement is the goal that advertisers and media pursue together. Under the trend of "fragmentation", the accurate communication of advertisement is put on the agenda by many media.The advantages of some new media and foreign TV media in advertising precision communication have brought great challenges to the traditional TV advertising communication in China.In order to adapt to this social development trend and to deal with the challenges from new media and foreign TV media, this paper will discuss and study this issue from four parts.The first chapter introduces the origin of the topic, the significance of the research, the methods and innovations of the research, and the second chapter reviews the related concepts and theories that need to be elaborated.Including the social environment-"fragmentation" and its impact on the traditional television advertising dissemination, the concept of advertising and the interpretation of advertising from the perspective of communication and marketing.It also discusses the necessity of the accuracy of traditional TV advertisement communication under the trend of "fragmentation" in society, the third chapter uses SWOT analysis method to analyze the advantages, disadvantages, opportunities of traditional Chinese television advertising communication under the trend of social "fragmentation".The threat is discussed, which comprehensively shows the internal conditions and external environment of Chinese traditional TV advertising communication under the trend of "fragmentation", and lays a foundation for the strategy design of the last chapter.The fourth chapter is the focus of this paper, from the above discussion summarizes the social "fragmentation" of the environment, China's traditional television advertising communication needs to do the adjustment and coping strategies, this strategy design closely to the previous advertising communication theory,Starting from each link of the communication process, this paper analyzes the strategy.At the same time, the conclusion of SWOT analysis in Chapter 3 is used to extract and summarize the strategy, and at last, a graph is used to sum up the context and relevance of the whole article.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前4條
1 周嬋嬋;“碎片化”語境下報(bào)紙營(yíng)銷價(jià)值的構(gòu)建[D];暨南大學(xué);2011年
2 陳曦;新媒體時(shí)代我國(guó)傳統(tǒng)電視媒體的廣告價(jià)值研究[D];南京師范大學(xué);2012年
3 王家華;定位時(shí)代下的品牌傳播策略研究[D];上海外國(guó)語大學(xué);2013年
4 尹曉龍;中國(guó)新興微電影廣告研究[D];山東大學(xué);2013年
，本文編號(hào)：1749971
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/1749971.html
最近更新
教材專著
