發(fā)布時間：2018-04-02 01:19

  本文選題：大學生創(chuàng)業(yè)　切入點：大學校園廣告管理　出處：《吉林大學》2017年碩士論文

【摘要】：當前,政府部門和各大學都從注冊、資金、場地、稅費等角度,為大學生校園創(chuàng)業(yè)出臺了一系列的扶持政策,但從校園廣告營銷角度給予特別的關注,不論是理論研究還是在實踐層面,均屬空白。論文選擇這一角度關注大學生校園創(chuàng)業(yè)問題,力求揭示當前大學生校園創(chuàng)業(yè)與大學校園廣告營銷管理的矛盾關系,尋找在理論上科學,實際上可行的管理措施,為完善大學生校園創(chuàng)業(yè)扶持政策體系,改進大學校園廣告管理提供一個新的思路。論文共分五個部分,按照提出問題、分析問題、解決問題的邏輯機理,依次展開論述。第一部分為“緒論”,簡要介紹了課題相關研究的概況以及論文的研究背景、意義、主要方法和內容,對論文期望取得的研究成果及其創(chuàng)新點,也進行了展望。第二部分是對大學生校園創(chuàng)業(yè)現(xiàn)狀的分析,通過定性分析、案例研究、抽樣調查,首先總結歸納當前大學生校園創(chuàng)業(yè)的發(fā)展現(xiàn)狀、存在問題,然后指出廣告營銷的不足對大學生校園創(chuàng)業(yè)的制約。接下來,在第三部分著重探討大學校園廣告管理與大學生校園創(chuàng)業(yè)的廣告營銷困境的關系,從大學校園廣告管理的現(xiàn)狀出發(fā),揭示大學校園廣告管理現(xiàn)狀是造成大學生校園創(chuàng)業(yè)廣告營銷不足的成因之一,把大學校園廣告管理引入大學生校園創(chuàng)業(yè)的研究領域,把大學生校園創(chuàng)業(yè)引入大學校園廣告管理研究領域。在確立兩者關系的基礎上,在第四部分的“解決大學校園廣告管理與大學生校園創(chuàng)業(yè)矛盾的對策研究”中,提出對策建議,探討大學校園廣告管理對大學生校園創(chuàng)業(yè)的扶持政策措施。在最后的“結語”部分,對論文研究所得和不足進行總結,對下一步研究方向作出展望。論文研究的意義和價值,主要體現(xiàn)在選題角度的創(chuàng)新上。在當前,將大學生創(chuàng)業(yè)廣告營銷困境與大學校園廣告管理相聯(lián)系的研究尚屬空白的背景下,以大學生校園創(chuàng)業(yè)與大學校園廣告管理的關系為研究角度,對大學生創(chuàng)業(yè)及大學校園廣告管理研究進行補充和發(fā)展。另外,論文在理論研究、實證分析和抽樣調查的基礎上,提出廣告營銷困境是大學生校園創(chuàng)業(yè)的重要制約因素之一,并認為現(xiàn)行的大學校園廣告管理對商業(yè)廣告的抵制,是造成大學生校園創(chuàng)業(yè)廣告營銷不足的原因之一,對重新認識大學生校園創(chuàng)業(yè)和大學校園廣告管理開辟了一個新的視角,同時論文主張對大學生校園創(chuàng)業(yè)給予包括廣告營銷方面的“精準”的扶持,也為完善大學生校園創(chuàng)業(yè)扶持政策體系、改進大學校園廣告管理,提供了一個新的觀點和思路。以此而言,論文的研究具有一定的理論價值和實踐意義。
[Abstract]:At present, government departments and universities have issued a series of supporting policies for college students to start their own businesses in terms of registration, funds, venues, taxes, etc., but they pay special attention to it from the perspective of campus advertising marketing.Both theoretical research and practice are blank.The thesis chooses this angle to pay close attention to the problem of college students' campus entrepreneurship, and tries to reveal the contradictory relationship between college students' campus entrepreneurship and campus advertising marketing management, and to seek scientific and practical management measures in theory.It provides a new way to perfect the policy system and improve the management of campus advertisement.The paper is divided into five parts. According to the logical mechanism of problem raising, problem analysis and problem solving, it is discussed in turn.The first part is "introduction", which briefly introduces the research background, significance, main methods and contents of the research, and also looks forward to the expected research results and their innovations.The second part is the analysis of the current situation of college students' campus entrepreneurship, through qualitative analysis, case study, sample investigation, first summed up the current situation of college students' campus entrepreneurship development, existing problems.Then it points out that the deficiency of advertising marketing restricts college students' campus entrepreneurship.Then, in the third part, we focus on the relationship between campus advertising management and the advertising marketing dilemma of college students' campus entrepreneurship, starting from the current situation of college campus advertising management.To reveal the current situation of campus advertising management is one of the causes of the insufficient marketing of college students' campus entrepreneurial advertising, and to introduce the university campus advertising management into the research field of college students' campus entrepreneurship.This paper introduces college students' campus entrepreneurship into the research field of campus advertising management.On the basis of establishing the relationship between the two, in the fourth part of the "University campus advertising management and college students campus entrepreneurial contradictions of countermeasures", put forward countermeasures and suggestions,This paper discusses the policy and measures of university campus advertising management to support college students' campus entrepreneurship.In the last part of the conclusion, the author summarizes the achievements and shortcomings of the thesis, and looks forward to the future research direction.The significance and value of the thesis research are mainly reflected in the innovation of the selected topic angle.At present, the research on the relationship between the marketing dilemma of college students' entrepreneurial advertising and the management of college campus advertising is still blank, and from the perspective of the relationship between college students' campus entrepreneurship and college campus advertising management,The research on college students' entrepreneurship and campus advertising management is supplemented and developed.In addition, on the basis of theoretical research, empirical analysis and sample investigation, the thesis points out that advertising marketing dilemma is one of the important restricting factors for college students' campus entrepreneurship, and thinks that the current campus advertising management resists commercial advertising.It is one of the reasons for the insufficient marketing of college students' campus entrepreneurial advertising. It opens up a new angle of view for the re-understanding of college students' campus entrepreneurship and university campus advertising management.At the same time, the thesis advocates the "precise" support for college students' campus entrepreneurship, including the "precise" support in advertising marketing, which also provides a new viewpoint and train of thought for perfecting the policy system of college students' campus entrepreneurship support and improving the management of university campus advertisements.To this end, the study of the paper has a certain theoretical value and practical significance.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8;F279.2;G647.38

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本文編號：1698151