【摘要】：隨著我國(guó)信息傳輸技術(shù)特別是網(wǎng)絡(luò)技術(shù)的飛速發(fā)展及普及應(yīng)用,我國(guó)經(jīng)歷著新的媒介變革即“媒介大融合”。廣告從形式、創(chuàng)作途徑、投放方式、傳播方式、設(shè)計(jì)理念等都發(fā)生很大變化。這樣媒介融合下的廣告環(huán)境發(fā)生急劇變化。媒介融合內(nèi)容的規(guī)�；a(chǎn)使得廣告的空間得以變大,媒介融合的差異化需求使得廣告空間變得狹窄,而廣告的融合特性使得廣告空間變得模糊。相應(yīng)的,廣告公司在這種媒介融合背景下的經(jīng)營(yíng)模式也將發(fā)生變化。 本文根據(jù)企業(yè)實(shí)現(xiàn)價(jià)值的方式探討廣告公司在媒介融合背景下的經(jīng)營(yíng)模式,即成本領(lǐng)先模式、差別化模式和目標(biāo)集聚模式。首先闡述了媒介融合對(duì)這三個(gè)廣告經(jīng)營(yíng)模式的影響,媒介融合豐富了廣告成本構(gòu)成、降低了廣告發(fā)布成本和減少了廣告交易成本。媒介融合對(duì)廣告公司經(jīng)營(yíng)的影響從“及時(shí)及地”的廣告服務(wù)、以受眾為主線的創(chuàng)意制作、與受眾以前生活的廣告理念、多維立體的媒介組合四個(gè)方面加以闡述。媒介融合時(shí)代受眾的媒介接觸習(xí)慣發(fā)生變化、受眾廣告素養(yǎng)提升、受眾廣告要求得以改變。然后闡述在媒介融合時(shí)代的廣告公司經(jīng)營(yíng)三種模式創(chuàng)新。成本領(lǐng)先模式通過融合集群系統(tǒng)化、廣告投放精準(zhǔn)化、廣告形式多元化、廣告?zhèn)鞑トW(wǎng)化得以實(shí)現(xiàn)。媒介融合背景下的差異化模式從整合融合系統(tǒng)架構(gòu)、開拓全新廣告項(xiàng)目、創(chuàng)新受眾廣告設(shè)計(jì)加以闡述。目標(biāo)集聚模式從散小客戶的規(guī)�；⻊�(wù)、融合集群的集聚服務(wù)、特定社區(qū)的整合服務(wù)三方面加以闡述。 隨著媒介融合的越來越深入,廣告公司經(jīng)營(yíng)的模式創(chuàng)新勢(shì)在必行,本文僅從成本領(lǐng)先模式、差異化模式和目標(biāo)集聚模式進(jìn)行探討,在媒介融合背景下此三種模式的創(chuàng)新經(jīng)營(yíng),旨在對(duì)廣告業(yè)界提供更好的經(jīng)營(yíng)參考,為廣告公司在媒介融合背景下的經(jīng)營(yíng)更科學(xué)、合理化提供幫助。
[Abstract]:With the rapid development and popularization of information transmission technology, especially network technology, China is experiencing a new media transformation, that is, "media convergence". Great changes have taken place in advertising from form, creative way, delivery mode, communication mode, design idea and so on. In this way, the advertising environment under the media convergence changes dramatically. The mass production of the media fusion content makes the advertising space become larger, the difference demand of the media convergence makes the advertising space narrow, and the advertising space becomes fuzzy because of the characteristics of the advertising convergence. Accordingly, the business model of advertising companies in the context of this media convergence will also change. This paper discusses the management model of advertising companies under the background of media convergence, which includes cost leading mode, differential mode and target agglomeration mode. Firstly, this paper expounds the influence of media fusion on these three advertising modes. Media convergence enriches the composition of advertising cost, reduces the cost of advertising publication and reduces the cost of advertising transaction. The influence of media fusion on the management of advertising companies is expounded from four aspects: "timely and local" advertising service, creative production with audience as the main line, advertising idea of audience's previous life and multi-dimensional media combination. The media contact habits of the audience in the era of media convergence have changed, the advertising literacy of the audience has been improved, and the advertising requirements of the audience have been changed. Then it expounds the innovation of three modes of advertising company management in the era of media convergence. The cost-leading mode is realized through the integration of cluster systematization, precise advertising delivery, diversified advertising forms and web-wide advertising communication. The differentiation mode under the background of media convergence is expounded from integrating the system structure, opening up new advertising projects and innovating the advertising design of the audience. The target agglomeration mode is expounded from three aspects: the scale service of scattered small customer, the agglomeration service of integrated cluster and the integration service of specific community. With the deepening of media convergence, it is imperative to innovate the management mode of advertising companies. This paper discusses only the cost leading mode, the differentiation model and the target agglomeration mode, and the innovative management of these three modes under the background of media convergence. The purpose is to provide a better reference for the advertising industry and to help advertising companies manage more scientifically and rationally in the context of media convergence.
【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】：2009
【分類號(hào)】：F713.8;G206

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本文編號(hào)：2359158