論主視覺(jué)在汽車(chē)廣告營(yíng)銷(xiāo)中的商業(yè)價(jià)值
發(fā)布時(shí)間：2019-04-26 00:56
【摘要】：改革開(kāi)放以來(lái),國(guó)外新的理念傳入中國(guó),在這當(dāng)中聯(lián)系較為緊密的可以說(shuō)有汽車(chē)行業(yè)與設(shè)計(jì)行業(yè)。誰(shuí)都不能否認(rèn),隨著中國(guó)汽車(chē)產(chǎn)業(yè)的逐步發(fā)展,中國(guó)的汽車(chē)市場(chǎng)是世界上最具發(fā)展?jié)摿κ鞘袌?chǎng),隨之而來(lái)的是汽車(chē)行業(yè)平面廣告的大力發(fā)展,在這個(gè)知識(shí)爆炸的時(shí)代里,除了電視廣告之外平面廣告成為汽車(chē)產(chǎn)業(yè)各類活動(dòng)的重要宣傳方式。因?yàn)橹袊?guó)的經(jīng)濟(jì)是改革開(kāi)放之后得到了長(zhǎng)足的發(fā)展,昔日讓國(guó)人望而卻步的汽車(chē)慢慢步入人們的生活,不再是遙不可及的幻想,漸漸已成為普通家庭的代步工具,這就決定了其行業(yè)的發(fā)展與競(jìng)爭(zhēng),這其中必不可少的就是平面廣告。當(dāng)今社會(huì),鋪天蓋地的平面汽車(chē)廣告大量的充斥著人們的眼球,已經(jīng)成為人們?nèi)粘Ｉ钪胁豢缮俚囊徊糠?同時(shí)主視覺(jué)這一概念也被引入汽車(chē)行業(yè)當(dāng)中,它為汽車(chē)的銷(xiāo)售做出了巨大的貢獻(xiàn),商業(yè)價(jià)值隨之體現(xiàn)出來(lái),在以盈利為目的的汽車(chē)銷(xiāo)售中,以主視覺(jué)為中心,延展物料為支撐的活動(dòng)層出不窮,這就對(duì)可以表達(dá)本次活動(dòng)中心主旨的主視覺(jué)有著極高的要求,大多數(shù)汽車(chē)行業(yè)的主視覺(jué)還都是效仿國(guó)外的在做,沒(méi)有真正的形成中國(guó)自己的東西,在這樣的背景下,我國(guó)平面廣告行業(yè)與汽車(chē)行業(yè)也正面臨著前所未有的發(fā)展機(jī)遇,其中以主視覺(jué)最為重要。在主視覺(jué)為汽車(chē)行業(yè)創(chuàng)造了大量財(cái)富的同時(shí)也出現(xiàn)了一些新的情況和問(wèn)題,如何讓主視覺(jué)最大效益的發(fā)揮其在汽車(chē)行業(yè)中的商業(yè)價(jià)值、適應(yīng)市場(chǎng)需求,符合品牌理念等一系列問(wèn)題漸漸浮出水面,這是值得我們深思的問(wèn)題。本論文就在此基礎(chǔ)上,在強(qiáng)大理論的支持下,展開(kāi)了主視覺(jué)在汽車(chē)行業(yè)當(dāng)中商業(yè)價(jià)值的體現(xiàn)的研究與探討。 本論文在很多國(guó)內(nèi)外先進(jìn)設(shè)計(jì)理論的支持下,針對(duì)我國(guó)不斷升溫的汽車(chē)行業(yè)平面廣告中主視覺(jué)尚不夠成熟的現(xiàn)狀,著重對(duì)當(dāng)前主視覺(jué)在汽車(chē)產(chǎn)業(yè)中商業(yè)價(jià)值的體現(xiàn)所存在的問(wèn)題做出分析,因作者現(xiàn)在正好在做這一行業(yè),所以有著得天獨(dú)厚的條件,可以設(shè)身處地的去體會(huì),去分析。為了使自己能夠更好的理解和分析,作者不僅僅只是在工作中總結(jié)實(shí)踐經(jīng)驗(yàn),更為此這篇論文能夠有強(qiáng)大的理論支撐而搜集了大量的資料。希望能夠在真正的日常實(shí)踐中以工作任務(wù)為引領(lǐng),結(jié)合我自己的工作經(jīng)驗(yàn)和想法,對(duì)主視覺(jué)如何在汽車(chē)行業(yè)中更好的體現(xiàn)或者是發(fā)揮出它的最大商業(yè)價(jià)值做一些分析與研究。
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【學(xué)位授予單位】：吉林藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3;F426.471
本文編號(hào)：2465613
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【學(xué)位授予單位】：吉林藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3;F426.471
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 李春富;雍磊;;廣告設(shè)計(jì)中視覺(jué)傳達(dá)的模糊性[J];包裝工程;2008年02期
2 巫大軍;吳彪;楊艷;;企業(yè)成長(zhǎng)期的品牌形象設(shè)計(jì)個(gè)案研究[J];包裝工程;2009年07期
3 陳雪貞;;淺析英文平面商業(yè)廣告的修辭策略[J];重慶科技學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2009年09期
4 于連智;企業(yè)需要企劃[J];湖北經(jīng)濟(jì)管理;1995年06期
5 徐剛,楊武;關(guān)于Ⅵ理論與實(shí)踐的幾點(diǎn)思考[J];管理與效益;1995年04期
6 李卓;企業(yè)的名牌商標(biāo)戰(zhàn)略與VI設(shè)計(jì)[J];湖南商學(xué)院學(xué)報(bào);2003年01期
7 張旭;王欣銓;孟玲;;兒童家具安全性設(shè)計(jì)初探[J];遼寧工業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2008年06期
8 金水;;平面商業(yè)廣告中的理性訴求與感性訴求[J];美術(shù)大觀;2007年05期
9 曾衛(wèi),張穎;中國(guó)的汽車(chē)品牌現(xiàn)狀分析以及發(fā)展汽車(chē)品牌的建議[J];市場(chǎng)周刊(研究版);2005年02期
10 王琴;;淺談平面廣告設(shè)計(jì)中的夸張創(chuàng)意[J];數(shù)位時(shí)尚(新視覺(jué)藝術(shù));2009年02期
相關(guān)碩士學(xué)位論文 前3條
1 張磊;中國(guó)汽車(chē)分銷(xiāo)模式分析及其選擇[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2004年
2 姚云鶴;VI設(shè)計(jì)延展性研究[D];四川大學(xué);2005年
3 吳大蘋(píng);英文汽車(chē)平面廣告中連貫現(xiàn)象的關(guān)聯(lián)理論解讀[D];西南交通大學(xué);2008年
，本文編號(hào)：2465613
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2465613.html
最近更新
教材專著
