【摘要】： 網(wǎng)絡(luò)廣告是一種新興的媒體廣告展現(xiàn)形式,是實(shí)施現(xiàn)代營銷媒體戰(zhàn)略的重要部分。根據(jù)中國互聯(lián)網(wǎng)協(xié)會(huì)發(fā)布的《2008中國網(wǎng)絡(luò)廣告市場(chǎng)調(diào)查研究報(bào)告》顯示,2007年中國網(wǎng)絡(luò)廣告整體市場(chǎng)規(guī)模達(dá)76.8億元,較2006年增長54.2%。隨著網(wǎng)民數(shù)量的快速增長,08年奧運(yùn)會(huì)的強(qiáng)勢(shì)拉動(dòng),以及傳統(tǒng)行業(yè)廣告主對(duì)網(wǎng)絡(luò)營銷重視程度的提高,預(yù)計(jì)2008年中國網(wǎng)絡(luò)廣告市場(chǎng)規(guī)模將增長至約121.7億,增幅達(dá)58.5%。 山東網(wǎng)通正處于由固網(wǎng)運(yùn)營商向?qū)拵ㄐ藕投嗝襟w服務(wù)提供商的轉(zhuǎn)型時(shí)期,對(duì)各類基于互聯(lián)網(wǎng)的內(nèi)容應(yīng)用日益重視。網(wǎng)絡(luò)廣告作為山東網(wǎng)通著力發(fā)展的一項(xiàng)互聯(lián)網(wǎng)增值業(yè)務(wù),具有極大的發(fā)展?jié)摿?該業(yè)務(wù)對(duì)于企業(yè)的轉(zhuǎn)型發(fā)展具有典型意義。 本文采取理論與實(shí)踐相結(jié)合的研究方法,對(duì)山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)發(fā)展現(xiàn)狀及競(jìng)爭(zhēng)環(huán)境進(jìn)行了全面而細(xì)致的分析。本文以整合營銷傳播理論為指導(dǎo),研究得出了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)的目標(biāo)市場(chǎng)選擇與定位,通過對(duì)整合營銷策略的選擇以及整合營銷組合工具的應(yīng)用,完成了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)整合營銷傳播策略的設(shè)計(jì),建議轉(zhuǎn)變當(dāng)前業(yè)務(wù)銷售模式,特別是提出要針對(duì)網(wǎng)絡(luò)廣告客戶資源進(jìn)行重點(diǎn)管理的結(jié)論,并建議從優(yōu)化網(wǎng)絡(luò)廣告業(yè)務(wù)組織結(jié)構(gòu)、進(jìn)行有效的信息化支撐、構(gòu)建公司內(nèi)部的約束定價(jià)機(jī)制、拓展網(wǎng)絡(luò)廣告代理經(jīng)營渠道等方面對(duì)網(wǎng)絡(luò)廣告整合營銷傳播策略的實(shí)施提供保障。 論文共分為七章,第一章簡(jiǎn)要介紹了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)的發(fā)展?fàn)顩r,指出了本文研究的背景與意義,介紹了研究采用的思路與方法,以及研究的框架與重點(diǎn);第二章閘述了整合營銷傳播的理論內(nèi)涵,分析比較了整合營銷傳播與傳統(tǒng)營銷傳播的區(qū)別,介紹了整合營銷傳播的工具及特點(diǎn),并簡(jiǎn)要介紹了整合營銷傳播理論的發(fā)展,本章對(duì)網(wǎng)絡(luò)廣告理論也進(jìn)行了闡述;第三章對(duì)山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)的發(fā)展現(xiàn)狀進(jìn)行了分析,介紹了山東網(wǎng)通網(wǎng)絡(luò)廣告的產(chǎn)生與發(fā)展情況,分析了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)的分類,并對(duì)該業(yè)務(wù)發(fā)展中存在的問題進(jìn)行了剖析;第四章對(duì)山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)做出了SWOT分析;第五章分析了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)的目標(biāo)市場(chǎng)選擇與定位,通過對(duì)整合營銷策略的選擇以及整合營銷組合工具的應(yīng)用,完成了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)整合營銷傳播策略的設(shè)計(jì);第六章從優(yōu)化組織結(jié)構(gòu)、進(jìn)行有效的信息化支撐、構(gòu)建公司內(nèi)部的約束定價(jià)機(jī)制、拓展網(wǎng)絡(luò)廣告代理經(jīng)營渠道等方面提出了山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)整合營銷傳播的實(shí)施保障措施;第七章對(duì)山東網(wǎng)通網(wǎng)絡(luò)廣告業(yè)務(wù)整合營銷傳播策略的應(yīng)用進(jìn)行了總結(jié)分析,提出了研究展望。 本文的創(chuàng)新點(diǎn)在于:網(wǎng)絡(luò)廣告作為山東網(wǎng)通新興的互聯(lián)網(wǎng)增值業(yè)務(wù),對(duì)于轉(zhuǎn)型期企業(yè)的發(fā)展具有典型意義,且在本企業(yè)還未曾有過針對(duì)該業(yè)務(wù)的專門研究。本文以整合營銷傳播等現(xiàn)代營銷管理理論為指導(dǎo),著重于企業(yè)實(shí)戰(zhàn)的策略應(yīng)用,并結(jié)合企業(yè)實(shí)際情況進(jìn)行剖析,對(duì)理論指導(dǎo)和實(shí)際操作都具有一定的借鑒作用。
[Abstract]:Online advertising is a new form of media advertising and an important part of implementing the strategy of modern marketing media. According to the Research Report of the <2008 China Internet advertising market published by the China Internet association, the overall market size of China's Internet advertising in 2007 is 7 billion 680 million yuan, and the increase of 54.2%. is faster than the number of netizens in 2006. The rapid growth, the strong pull of the 08 year Olympic Games and the increase in the importance of the traditional industry advertisers to the network marketing are expected to increase to about 12 billion 170 million in 2008, with an increase of 58.5%.
Shandong Netcom is in the transition period from the fixed network operator to the broadband communication and multimedia service provider, and attaches great importance to the application of all kinds of Internet based content. As an Internet value-added service developed by Shandong Netcom, network advertising has great potential for development. This business has a typical transformation and development of the enterprise. Significance.
Based on the combination of theory and practice, this paper makes a comprehensive and detailed analysis of the development status and competitive environment of the network advertising business in Shandong Netcom. This paper, guided by the theory of integrated marketing communication, has studied the target market selection and positioning of the network advertising business of Shandong Netcom, and through the selection of the integrated marketing strategy. Choose and integrate the application of the marketing combination tool, complete the design of the integrated marketing communication strategy of Shandong Netcom network advertising business, propose to change the current business sales model, especially put forward the conclusion that should focus on the network advertisers' resource management, and propose the effective information from optimizing the organization structure of the network advertising business. It provides guarantee for the implementation of the integrated marketing communication strategy of network advertising.
The thesis is divided into seven chapters. The first chapter briefly introduces the development of network advertising business in Shandong Netcom, points out the background and significance of the study, introduces the ideas and methods of the research, and the framework and key of the research. The second chapter describes the theoretical connotation of integrated marketing communication, and compares the integration of marketing communication and tradition. The difference of marketing communication, introduces the tools and characteristics of integrated marketing communication, and briefly introduces the development of integrated marketing communication theory. This chapter also expounds the network advertising theory. The third chapter analyzes the development status of Shandong Netcom network advertising business, and introduces the development and development of Shandong Netcom network advertising. The classification of Shandong Netcom advertising business is analyzed and the problems existing in the business development are analyzed. The fourth chapter makes an analysis of the SWOT network advertising business in Shandong; the fifth chapter analyzes the target market selection and positioning of Shandong Netcom network advertising business, through the selection of integrated marketing strategy and integrated marketing. The application of the combination tool has completed the design of the integrated marketing communication strategy of Shandong Netcom network advertising business. The sixth chapter puts forward the integrated marketing communication of the network advertising business of Shandong Netcom from the aspects of optimizing the organizational structure, carrying out effective information support, constructing the internal constraint pricing mechanism and expanding the channel of the network advertising agency operation. In the seventh chapter, the application of integrated marketing communication strategy of Shandong Netcom network advertising business is summarized and analyzed, and the research prospect is put forward.
The innovation point of this paper is that network advertising, as a new Internet value-added service in Shandong Netcom, has a typical significance for the development of enterprises in the transition period, and has not had a special study on the business in this enterprise. This paper, guided by modern marketing management theory such as integrated marketing communication, focuses on the strategy application of firm combat. Combined with the actual situation of enterprises, it has a certain reference for theoretical guidance and practical operation.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8;F626

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