發(fā)布時(shí)間：2018-05-30 08:32

  本文選題：二維碼 + 二維碼廣告��； 參考：《東北師范大學(xué)》2015年碩士論文

【摘要】：隨著科技的日新月異,越來(lái)越多的新技術(shù)應(yīng)用到了各行各業(yè),其中,廣告業(yè)也坐享著新技術(shù)的發(fā)展所帶來(lái)的紅利。二維碼技術(shù),作為現(xiàn)代科技發(fā)展的成果,它在廣告中的引入給整個(gè)廣告行業(yè)帶來(lái)了重大的變革和前所未有的發(fā)展機(jī)遇。而二維碼在廣告業(yè)中的應(yīng)用,從初露鋒芒到后來(lái)的風(fēng)起云涌也經(jīng)歷了一番波折。無(wú)論是傳統(tǒng)的媒體報(bào)紙、戶(hù)外、電視,還是新興的互聯(lián)網(wǎng)等媒體,都能找到二維碼的身影。整個(gè)廣告行業(yè)都對(duì)二維碼進(jìn)行了不同程度的試水,無(wú)論是在傳統(tǒng)媒體的廣告中還是在新媒體的廣告中,二維碼似乎成了運(yùn)用最頻繁的元素之一。盡管二維碼在各種廣告中的使用呈如雨后春筍般的勢(shì)態(tài),但其自身依然有著無(wú)法回避的缺陷。文章整體上是圍繞二維碼在我國(guó)廣告行業(yè)中的應(yīng)用進(jìn)行論述。論文通過(guò)文獻(xiàn)研究,案例分析、問(wèn)卷調(diào)查等方法進(jìn)行研究。論文緒論,介紹了文章的研究背景、研究目的、意義和方法,并總結(jié)了前人的研究文獻(xiàn)。論文第一章,主要介紹了二維碼的概念、定位、在國(guó)內(nèi)外的發(fā)展情況、特點(diǎn)和價(jià)值。論文第二章,主要通過(guò)案例分析和市場(chǎng)調(diào)研,分析討論了二維碼廣告和營(yíng)銷(xiāo)的四大環(huán)節(jié),并從使用目標(biāo)分析、目標(biāo)受眾分析、二維碼在廣告中的呈現(xiàn)、廣告效果評(píng)估這四個(gè)環(huán)節(jié)的視角,對(duì)每個(gè)環(huán)節(jié)逐一進(jìn)行了分析研究;同時(shí)分析了二維碼在報(bào)紙、雜志、電視、戶(hù)外等媒體上的運(yùn)用情況。第三章,對(duì)應(yīng)二維碼運(yùn)作的四大環(huán)節(jié),提出了二維碼在廣告中的應(yīng)用遇到的問(wèn)題。論文第四章,針對(duì)存在的問(wèn)題進(jìn)行相應(yīng)對(duì)策研究分析。論文第五章,對(duì)二維碼在廣告中的發(fā)展前景進(jìn)行了展望。最后針對(duì)二維碼對(duì)于廣告及廣告營(yíng)銷(xiāo)的應(yīng)用進(jìn)行了總結(jié)。
[Abstract]:With the rapid development of science and technology, more and more new technologies have been applied to various industries, among which, the advertising industry also enjoys the dividend brought by the development of new technology. As a result of the development of modern science and technology, the introduction of QR code has brought great changes and unprecedented opportunities to the whole advertising industry. And the application of QR code in advertising industry, from the beginning to the wind and clouds also experienced some twists and turns. Whether it is traditional media newspapers, outdoor, television, or the new media, such as the Internet, can find the presence of QR code. In the whole advertising industry, the QR code has been tested to varying degrees. Whether in the traditional media advertising or in the new media advertising, the QR code seems to be one of the most frequently used elements. Although the use of QR codes in all kinds of advertisements is springing up, it still has its own defects. This paper discusses the application of QR code in China's advertising industry as a whole. The paper is studied by literature research, case analysis, questionnaire survey and so on. This paper introduces the background, purpose, significance and methods of the research, and summarizes the previous research literature. In the first chapter, the concept, location, development, characteristics and value of QR code are introduced. The second chapter, mainly through the case analysis and market research, analyzes and discusses the four major links of QR code advertising and marketing, and from the use of target analysis, target audience analysis, QR code in advertising presentation, From the perspective of the four aspects of advertising effect evaluation, this paper analyzes and studies each link, and analyzes the application of QR codes in newspapers, magazines, TV, outdoor media and so on. In the third chapter, corresponding to the four aspects of QR code operation, the problems of the application of QR code in advertising are put forward. In the fourth chapter, the corresponding countermeasures are studied and analyzed in view of the existing problems. In the fifth chapter, the prospect of QR code in advertising is prospected. Finally, the application of QR code to advertising and advertising marketing is summarized.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.8;TP391.44

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