發(fā)布時(shí)間：2018-12-07 19:20

【摘要】： 隨著網(wǎng)絡(luò)應(yīng)用的迅速普及和發(fā)展,網(wǎng)絡(luò)廣告已經(jīng)成為這一新興媒體不可或缺的一部分。國際知名企業(yè)早就捷足先登在網(wǎng)絡(luò)上建立企業(yè)網(wǎng)站,宣傳企業(yè)與產(chǎn)品,尋求網(wǎng)上商機(jī)。而不少嶄露頭角的新企業(yè)也不甘蟄伏,紛紛注冊(cè)網(wǎng)址、建立網(wǎng)站。然而企業(yè)建立了網(wǎng)站并不等于他就一定會(huì)被公眾所熟知,如不在各媒體上(特別是網(wǎng)絡(luò)上)作廣告廣為宣傳其網(wǎng)址,其網(wǎng)站的宣傳效用必然大打折扣。因此網(wǎng)絡(luò)廣告的大行其道就成為必然的趨勢了。在現(xiàn)代社會(huì),商品在消費(fèi)者心理上的差別要比物理上的差別顯得更為重要,了解和掌握消費(fèi)者的心理,有利于我們制訂相應(yīng)的網(wǎng)絡(luò)廣告策略,使廣告設(shè)計(jì)的重點(diǎn)突出,同時(shí)還可誘發(fā)消費(fèi)者的購買欲望。因此針對(duì)特定的受眾目標(biāo),按照心理學(xué)法則進(jìn)行科學(xué)的網(wǎng)絡(luò)廣告宣傳,能有效的刺激消費(fèi)需求,促進(jìn)商品的銷售。 本文首先探討了網(wǎng)絡(luò)廣告的概念及特征,并對(duì)網(wǎng)絡(luò)廣告的心理優(yōu)勢進(jìn)行了剖析,由此引出消費(fèi)心理理論。在充分分析消費(fèi)者的心理歷程及能力、氣質(zhì)、性格等個(gè)性心理特征,以及影響消費(fèi)者購買行為的因素的基礎(chǔ)上,闡明了消費(fèi)心理對(duì)于網(wǎng)絡(luò)廣告的重要性,并對(duì)消費(fèi)心理的個(gè)性因素和文化因素的影響進(jìn)行進(jìn)行分析。通過闡述消費(fèi)者對(duì)網(wǎng)絡(luò)廣告信息的接收過程、特點(diǎn),分析網(wǎng)絡(luò)廣告的基本策略,從而提出了基于消費(fèi)心理的網(wǎng)絡(luò)廣告策略。 最后,從消費(fèi)者心理角度指出目前國內(nèi)網(wǎng)絡(luò)廣告存在的問題,提出一些解決辦法,并提出網(wǎng)絡(luò)廣告未來發(fā)展的策略。
[Abstract]:With the rapid popularization and development of network application, network advertisement has become an indispensable part of this new media. International famous enterprises have set up websites on the Internet to promote enterprises and products and seek online business opportunities. And many budding new enterprises are not willing to dormant, have registered the site, the establishment of the site. However, when an enterprise establishes a website, it does not necessarily mean that it will be known to the public. If it is not advertised in various media (especially on the Internet), the effectiveness of its website will be greatly reduced. So the popularity of network advertising has become an inevitable trend. In modern society, the difference in consumer psychology is more important than the difference in physics. Understanding and mastering the psychology of consumers is helpful for us to formulate corresponding network advertising strategies and make the focus of advertising design more prominent. At the same time can also induce consumers to buy desire. Therefore, according to the psychological principles, scientific online advertising can effectively stimulate consumer demand and promote the sale of goods. This paper first discusses the concept and characteristics of online advertising, and analyzes the psychological advantages of online advertising, which leads to the theory of consumer psychology. On the basis of fully analyzing the psychological characteristics of consumers, such as psychological process and ability, temperament, personality, and the factors that affect consumers' purchase behavior, this paper expounds the importance of consumer psychology to online advertising. It also analyzes the influence of personality factors and cultural factors on consumer psychology. This paper expounds the process and characteristics of consumers' reception of online advertising information, analyzes the basic strategies of online advertising, and puts forward a network advertising strategy based on consumer psychology. Finally, from the perspective of consumer psychology, this paper points out the problems existing in domestic online advertising, puts forward some solutions, and puts forward some strategies for the future development of online advertising.
【學(xué)位授予單位】：山西財(cái)經(jīng)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;F49

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 邵悅;一體式全觸屏智能手機(jī)設(shè)計(jì)[D];南昌大學(xué);2012年

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本文編號(hào)：2367704