【摘要】：社交網(wǎng)絡(luò)幾年來發(fā)展迅速，成為具有廣泛影響力的大眾傳播媒體，社交網(wǎng)絡(luò)的信息傳播滲透到生活的衣食住行。社交網(wǎng)絡(luò)是各類社會信息傳播的平臺，這其中包括廣告信息的傳播，這是未來廣告信息傳播和廣告活動傳播的重要陣地。這個新媒體平臺有著不同以往的特點，給廣告信息傳播帶了挑戰(zhàn)也帶來了革新的機會。其中具有話題性，能夠激發(fā)網(wǎng)民參與熱情的話題廣告?zhèn)鞑セ顒颖憩F(xiàn)突出，具有發(fā)展的潛力。本文將通過對社交網(wǎng)絡(luò)環(huán)境的分析和創(chuàng)新型話題廣告?zhèn)鞑グ咐慕馕�，來研究這一新興廣告?zhèn)鞑シ绞�。本文首先解析社交網(wǎng)絡(luò)環(huán)境特征，社交網(wǎng)絡(luò)中的話題傳播和話題廣告?zhèn)鞑�，為下文的�?chuàng)新型話題廣告研究做以鋪墊；社交網(wǎng)路中的創(chuàng)新型話題廣告?zhèn)鞑ィ哂性掝}設(shè)計新穎，結(jié)合網(wǎng)絡(luò)環(huán)境的時效因素的特點；并且創(chuàng)新型話題廣告活動大多注意廣告參與活動的設(shè)計和創(chuàng)新，爭取社交網(wǎng)絡(luò)用戶的參與互動，在活動的過程中，以隱性方式傳播品牌理念，提升品牌知名度和好感度，培養(yǎng)潛在消費者；本文的案例分析來自以興趣社區(qū)為聚集特色的社交網(wǎng)站——豆瓣網(wǎng)，，豆瓣網(wǎng)作為興趣愛好分享為主的網(wǎng)上生活社區(qū)，利于興趣話題產(chǎn)生，在豆瓣網(wǎng)進行創(chuàng)新型的話題廣告活動，要注意分析豆瓣用戶特點，制造具有參與可行性的話題和互動活動，將社區(qū)用戶培養(yǎng)成品牌的潛在消費者，同時提升廣告活動的認知度和好感度，并具有持續(xù)影響力；本文選擇了桑塔納汽車品牌和聯(lián)想thinkpad edge系列電腦品牌的創(chuàng)新話題廣告活動進行重點解析，分析各自活動成功的突出因素。社交網(wǎng)絡(luò)創(chuàng)新的話題廣告互動傳播，廣告?zhèn)鞑フ咭⒁饨巧D(zhuǎn)換讓自己成為一個易于接近的，有趣味和創(chuàng)意的社交網(wǎng)站用戶，能夠讓其他用戶與你進行交流，讓社交網(wǎng)站中那些目標消費者，參與到互動活動中，在輕松的參與過程中了解品牌，對品牌產(chǎn)生好感。突破傳統(tǒng)的廣告宣傳活動的強制性和被信息接受者的排斥。
[Abstract]:The social network has grown rapidly over the past few years to become a mass media with wide influence, and the information of social networks has spread to the living clothes. Social networking is a platform for various social information dissemination, including the dissemination of advertising information, which is an important position for the dissemination of advertising information and advertising activities in the future. The new media platform has the characteristics of different past, and has brought the challenge to the advertising information transmission, and also brought the opportunity of innovation. It has the topic of the topic, can stimulate the Internet users to participate in the enthusiasm of the topic advertisement dissemination activity, has the development potential. This paper will study this new advertising mode through the analysis of the social network environment and the analysis of the communication case of the innovative topic. This paper first analyzes the characteristics of social network environment, the communication of the topics in the social network and the communication of the subject advertisement, and lays the way for the following innovative topic advertisement research. The innovative topic advertisement in the social network has a novel topic design. In combination with the characteristics of the aging factor of the network environment, and the innovative topic advertisement activity mostly pays attention to the design and the innovation of the advertisement participation activity, and the participation interaction of the social network user, the brand concept is spread in a recessive manner in the course of the activity, the brand awareness and the good sensitivity are improved, The case analysis of this paper comes from the social networking site with the interest community as the gathering characteristic, the bean-valve net and the bean-valve net as the main online living community, which is beneficial to the interest topic production, and is an innovative topic advertisement activity in the bean-valve net. It is necessary to pay attention to the analysis of the characteristics of the user, make the topic and the interactive activity with the participation possibility, train the community users into the potential consumers of the brand, and also promote the recognition and the good sensitivity of the advertising activities, and have the lasting influence; In this paper, the innovation of the brand of Santana automobile and the Lenovo Thinkpad edge series of computer brands is selected, and the outstanding factors of the success of their activities are analyzed. The topic of social networking innovation is the interactive spread of the advertisement, the advertisement disseminator should pay attention to the role conversion to make it an easy-to-close, interesting and creative social networking site user, can make other users communicate with you, let the target consumers in the social networking site, Take part in the interactive activity, learn the brand in the process of easy participation, and have a good feeling on the brand. Break through the traditional advertising campaign and the rejection of the information recipient.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;F713.8

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