網(wǎng)絡廣告心理效果評估實證分析
發(fā)布時間：2018-10-04 19:40
【摘要】： 網(wǎng)絡是繼報紙、雜志、廣播、電視后的第五大媒體，網(wǎng)絡廣告是當今歐美國家熱門的廣告形式，并正以超常的速度迅猛發(fā)展。要提高網(wǎng)絡廣告質(zhì)量，使其持續(xù)、健康的發(fā)展，建立一個效果評估系統(tǒng)是非常必要的，而目前的網(wǎng)絡廣告評價標準大多沒有考慮互聯(lián)網(wǎng)作為媒體的復雜性，大多是從如何計費的角度制定，沒有充分考慮消費者對廣告的反應，沒有考慮到網(wǎng)絡廣告的心理效果。所以，對網(wǎng)絡廣告心理效果模式的探討及確立網(wǎng)絡廣告心理效果測評指標體系就具有十分重要的理論意義與現(xiàn)實意義。文章先進行理論綜述，回顧了網(wǎng)絡廣告的發(fā)展歷史，介紹了網(wǎng)絡廣告的特點和基本形式。然后，在查閱大量中外文獻的基礎上，比較網(wǎng)絡廣告與傳統(tǒng)媒體廣告的異同，構(gòu)建了網(wǎng)絡廣告心理效果模式，并進行了實證研究。最后，結(jié)合Internet和電子商務的發(fā)展，網(wǎng)絡營銷正發(fā)揮著越來越重要的作用，而我國的網(wǎng)絡營銷還處于不成熟階段。中國的入世，意味著我國的企業(yè)會面臨更激烈的互聯(lián)網(wǎng)上的競爭，而國內(nèi)企業(yè)對自身步入網(wǎng)絡的緊迫感認識之不足，影響著企業(yè)發(fā)展網(wǎng)絡營銷的積極性。文章重點探討了掌握并合理運用網(wǎng)絡廣告對于實現(xiàn)新環(huán)境中的企業(yè)網(wǎng)絡營銷策略以及整體營銷戰(zhàn)略至關重要，，并對我國中小企業(yè)在網(wǎng)絡廣告的策劃和設計等方面的建議與啟示。
[Abstract]:Internet is the fifth largest media after newspaper, magazine, radio and television. Nowadays, network advertisement is a popular advertising form in Europe and America, and is developing rapidly at an extraordinary speed. In order to improve the quality of online advertising and make it develop continuously and healthily, it is very necessary to establish an effect evaluation system. However, most of the current evaluation standards of online advertising do not consider the complexity of the Internet as a media. Most of them are made from the angle of how to charge, without fully considering the reaction of consumers to advertisement and the psychological effect of network advertisement. Therefore, it is of great theoretical and practical significance to probe into the psychological effect model of network advertisement and to establish the evaluation index system of the psychological effect of network advertisement. This paper first reviews the theory, reviews the history of network advertising, and introduces the characteristics and basic forms of network advertising. Then, on the basis of consulting a large number of Chinese and foreign literature, this paper compares the similarities and differences between online advertising and traditional media advertising, constructs the psychological effect model of online advertising, and carries out an empirical study. Finally, with the development of Internet and e-commerce, network marketing is playing a more and more important role, while our country's network marketing is still in the immature stage. China's accession to the WTO means that Chinese enterprises will face more fierce competition on the Internet, and the lack of awareness of the urgency of domestic enterprises to step into the network affects the enthusiasm of enterprises to develop network marketing. This paper mainly discusses the importance of mastering and reasonably using the network advertisement to realize the enterprise network marketing strategy and the whole marketing strategy in the new environment, and the suggestion and inspiration to the small and medium-sized enterprises of our country in the plan and design of the network advertisement and so on.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F49;F713.8
本文編號：2251626
[Abstract]:Internet is the fifth largest media after newspaper, magazine, radio and television. Nowadays, network advertisement is a popular advertising form in Europe and America, and is developing rapidly at an extraordinary speed. In order to improve the quality of online advertising and make it develop continuously and healthily, it is very necessary to establish an effect evaluation system. However, most of the current evaluation standards of online advertising do not consider the complexity of the Internet as a media. Most of them are made from the angle of how to charge, without fully considering the reaction of consumers to advertisement and the psychological effect of network advertisement. Therefore, it is of great theoretical and practical significance to probe into the psychological effect model of network advertisement and to establish the evaluation index system of the psychological effect of network advertisement. This paper first reviews the theory, reviews the history of network advertising, and introduces the characteristics and basic forms of network advertising. Then, on the basis of consulting a large number of Chinese and foreign literature, this paper compares the similarities and differences between online advertising and traditional media advertising, constructs the psychological effect model of online advertising, and carries out an empirical study. Finally, with the development of Internet and e-commerce, network marketing is playing a more and more important role, while our country's network marketing is still in the immature stage. China's accession to the WTO means that Chinese enterprises will face more fierce competition on the Internet, and the lack of awareness of the urgency of domestic enterprises to step into the network affects the enthusiasm of enterprises to develop network marketing. This paper mainly discusses the importance of mastering and reasonably using the network advertisement to realize the enterprise network marketing strategy and the whole marketing strategy in the new environment, and the suggestion and inspiration to the small and medium-sized enterprises of our country in the plan and design of the network advertisement and so on.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F49;F713.8
【引證文獻】
相關碩士學位論文 前7條
1 趙朝陽;基于消費者感知的網(wǎng)絡視頻廣告效果實證分析[D];東北財經(jīng)大學;2010年
2 盧倩倩;富媒體廣告中虛擬角色傳播效果提升策略研究[D];哈爾濱工業(yè)大學;2011年
3 王麗麗;高科技企業(yè)網(wǎng)絡廣告效果評價分析研究[D];山東大學;2008年
4 王鑫;搜索引擎用戶點擊行為研究[D];清華大學;2009年
5 趙建春;基于消費者心理的旅游網(wǎng)絡廣告效果評價研究[D];中國海洋大學;2012年
6 朱維林;基于受眾感知的網(wǎng)絡視頻貼片廣告效果研究[D];西南財經(jīng)大學;2012年
7 李瓊;微電影廣告策略研究[D];南京師范大學;2013年
本文編號：2251626
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