【摘要】： 互聯(lián)網(wǎng)是跨時(shí)空傳輸?shù)摹俺瑢?dǎo)體”媒體，利用它可以在世界范圍內(nèi)宣傳企 業(yè)形象，發(fā)布產(chǎn)品信息，網(wǎng)絡(luò)廣告也應(yīng)運(yùn)而生，因其有鮮明的個(gè)性和獨(dú)特的廣 告效果，成為CI策劃中最直接最有效的方法。本文主要論述了網(wǎng)絡(luò)廣告與CI 的集成問題。 文章首先介紹了網(wǎng)絡(luò)廣告的產(chǎn)生，發(fā)展以及網(wǎng)絡(luò)廣告在現(xiàn)代企業(yè)形象塑造 中的作用，然后進(jìn)行了網(wǎng)絡(luò)廣告與傳統(tǒng)廣告的優(yōu)勢比較，接著簡單介紹了網(wǎng)絡(luò) 廣告的類型與發(fā)布途徑。文章的第二部分引入了CI的概念，詳細(xì)地闡述了CI 的產(chǎn)生、發(fā)展，著重闡述了CI的三大組成部分：理念識(shí)別（MI），和為識(shí)別（BI）， 視覺識(shí)別（VI），從及企業(yè)形象的策劃策略。隨著Internet時(shí)代的到來，CI策 劃應(yīng)跟上企業(yè)電子商務(wù)的運(yùn)營模式，網(wǎng)絡(luò)廣告運(yùn)用于CI策劃中不失為一種有 效方式。文章的第三部分重點(diǎn)論述了網(wǎng)絡(luò)廣告與CI的相同點(diǎn)和不同點(diǎn)，網(wǎng)絡(luò) 廣告與CI的終極目的都是樹立企業(yè)產(chǎn)品的品牌形象，宣傳企業(yè)形象。為了更有 效的傳播企業(yè)的品牌策略，網(wǎng)絡(luò)廣告與CI都需要準(zhǔn)確及時(shí)的信息。然后對(duì)網(wǎng) 絡(luò)廣告與CI集成的原理進(jìn)行剖析，，得出企業(yè)品牌塑造源于企業(yè)競爭優(yōu)勢的取 得，而企業(yè)競爭優(yōu)勢的取得又取決于競爭情報(bào)的有效獲取。文章第四部分著重 研究了網(wǎng)絡(luò)廣告與CI的應(yīng)用策略與方法�；ヂ�(lián)網(wǎng)的應(yīng)用是競爭情報(bào)的獲取更 加便捷，同時(shí)也使得競爭情報(bào)的重要性日益突出。網(wǎng)絡(luò)技術(shù)的發(fā)展給網(wǎng)絡(luò)與CI 的集成創(chuàng)造了條件，解決了傳統(tǒng)企業(yè)供應(yīng)鏈和信息鏈的低效率問題并創(chuàng)造了新 的市場機(jī)遇，可以說，互聯(lián)網(wǎng)顛覆了價(jià)值鏈，使價(jià)值鏈重組及細(xì)分為網(wǎng)絡(luò)廣告 與CI的集成創(chuàng)造了條件。首先是建立資訊平臺(tái)，它包括明確的廣告目標(biāo)資訊， 準(zhǔn)確的目標(biāo)對(duì)象資訊，及時(shí)的競爭對(duì)手情況，資金與技術(shù)的支持，構(gòu)建了Web 廣告策劃平臺(tái)之后，制定了網(wǎng)絡(luò)廣告與CI集成運(yùn)用具體的策略與戰(zhàn)術(shù)規(guī)劃， 然后是設(shè)計(jì)一個(gè)測試方案檢測廣告內(nèi)容，在網(wǎng)絡(luò)廣告與CI集成運(yùn)用應(yīng)注意的 問題中，特別強(qiáng)調(diào)了網(wǎng)絡(luò)廣告的創(chuàng)意與執(zhí)行以及兩者集成后的運(yùn)用技巧，最后 針對(duì)當(dāng)今網(wǎng)絡(luò)廣告與CI集成運(yùn)用時(shí)存在的問題，如廣告效果，廣告費(fèi)用，廣 告代理公司，國家宏觀理和法律這些函待解決的問題，一一加以分析，借鑒國 外先進(jìn)的管理經(jīng)驗(yàn)，提出了適合中國國情的應(yīng)對(duì)策略。
[Abstract]:The Internet is a "superconductor" media that can be transmitted across time and space. It can be used to promote the image of enterprises and publish product information around the world. Internet advertising has also emerged as the times require. Because of its distinctive personality and unique wide-spread effect, it has become the most direct and effective method in CI planning. This paper mainly discusses the integration of network advertising and CI. This paper first introduces the emergence and development of network advertising and its role in shaping the image of modern enterprises, and then compares the advantages of network advertising with traditional advertising. Then it introduces the types of network advertisement and the way to publish it. In the second part of this paper, the concept of CI is introduced, and the emergence and development of CI are described in detail. In this paper, three major components of CI are expounded: idea recognition (MI), (BI), visual recognition (VI), and corporate image planning strategy. With the coming of Internet era, CI strategy should keep up with the operation mode of enterprise electronic commerce. The use of network advertising in CI planning is an effective way. The third part focuses on the similarities and differences between network advertising and CI. The ultimate purpose of network advertising and CI is to establish the brand image of enterprise products. Propagandize the image of the enterprise. In order to spread brand strategy more effectively, both online advertising and CI need accurate and timely information. Then the principle of the integration of web advertising and CI is analyzed. It is concluded that the brand shaping of enterprises originates from the acquisition of competitive advantages, and the acquisition of competitive advantages depends on the effective acquisition of competitive intelligence. The fourth part focuses on the application strategies and methods of web advertising and CI. The application of Internet is more convenient to obtain competitive intelligence, but also makes the importance of competitive intelligence more and more prominent. The development of network technology creates conditions for the integration of network and CI. By addressing the inefficiencies of traditional enterprise supply chains and information chains and creating new market opportunities, it can be said that the Internet has overturned the value chain. So that the value chain reorganization and subdivision for the integration of network advertising and CI create conditions. The first is the establishment of an information platform, which includes clear advertising target information, accurate target information, timely competitors, and financial and technical support. After constructing the Web advertising planning platform, The integration of network advertisement and CI is made, and then a test scheme is designed to detect the content of the advertisement. Among the problems that should be paid attention to in the application of network advertisement and CI integration, the creativity and execution of network advertisement and the skills of application after the integration of the two are emphasized in particular. Finally, in view of the problems existing in the integration of Internet advertising and CI, such as advertising effects, advertising costs, He told the agency, the state macro theory and the law that these outstanding problems were analyzed one by one. Based on the advanced management experience of foreign countries, this paper puts forward some countermeasures suitable for China's national conditions.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2001
【分類號(hào)】：F713.8;F270

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王伊禮;我國網(wǎng)絡(luò)廣告存在的問題及其管理對(duì)策[D];華中師范大學(xué);2008年

本文編號(hào)：2199764