本文選題：移動廣告游戲　切入點：交互設計　出處：《湖南大學》2012年碩士論文　論文類型：學位論文

【摘要】：2011年，移動互聯(lián)網(wǎng)的爆發(fā)式增長，給人們的生活帶來了極大的沖擊和方便。中國互聯(lián)網(wǎng)信息中心預計2012年移動互聯(lián)網(wǎng)用戶將突破6億人，并且超過互聯(lián)網(wǎng)用戶數(shù)量。隨著移動互聯(lián)網(wǎng)逐漸滲透到人們工作和生活中的各個領域，手機游戲、手機支付、位置服務等豐富的移動互聯(lián)網(wǎng)應用也隨之迅猛發(fā)展起來，而移動廣告作為細分行業(yè)之一也受到了熱捧，參與廣告平臺競爭的企業(yè)迅速增多。目前，游戲內置廣告是移動廣告領域應用的最多且最廣泛的形式，但大部分廣告游戲內置的廣告牌，都是圖文形式的，且內置品牌與游戲毫無關聯(lián)、生搬硬套，強迫用戶記憶。主要的原因是在于他們之間并沒有一套適合自己的應用體系及與用戶的互動模式，只有實現(xiàn)用戶與品牌之間的真正互動，讓商家、品牌和用戶直接在游戲中獲益，這才是移動廣告未來發(fā)展的方向。 本文在移動互聯(lián)網(wǎng)時代移動廣告新趨勢的影響下，分析了游戲與品牌社區(qū)對當?shù)厣碳液推淦放婆c用戶之間互動的影響，描述了移動廣告逐漸形成了一種以游戲為核心的，基于地理位置并同時結合線上線下服務的廣告平臺的趨勢。以心理學、品牌社區(qū)理論、游戲學等為理論依據(jù)，根據(jù)心流理論對用戶的行為動機進行分析，對移動廣告游戲化設計進行了全面的研究和探討，構建了基于地理位置的移動廣告游戲的品牌社區(qū)模型和設計模型。最終在此基礎上，結合實際案例介紹了實踐過程和最終成果。 研究的創(chuàng)新和特色體現(xiàn)在：首先，，結合品牌社區(qū)與游戲等相關理論，闡述了以游戲的方式在品牌與用戶之間鞏固品牌社區(qū)所具備的重要作用和指導意義；其次，論述了以游戲為核心的基于地理位置的移動廣告的潛在商業(yè)價值；最后，在對移動廣告的設計分析，結合移動終端物理特點和移動終端設計要素的提煉，提出提供游戲形式和層面的模型，對未來在移動終端上廣告游戲的設計的進一步發(fā)展提供一定的參考價值。 本文檢驗了不同信息呈現(xiàn)形態(tài)對廣告效果的影響，證明了在設計手機廣告游戲時，考慮認知因素、環(huán)境因素、游戲形式等對于提升廣告效果的重要性。論文的結果將對未來以基于地理位置的移動廣告的設計提供了極具參考性的有益幫助。
[Abstract]:In 2011, the explosive growth of the mobile Internet brought great impact and convenience to people's lives. The China Internet Information Center estimated that in 2012, the number of mobile Internet users would exceed 600 million. And more than the number of Internet users. With the mobile Internet gradually infiltrating into all areas of people's work and life, mobile games, mobile payment, location services and other rich mobile Internet applications have also developed rapidly. As one of the segments of the industry, mobile advertising is also popular, and the number of enterprises participating in advertising platform competition is increasing rapidly. At present, in-game advertising is the most widely used form of mobile advertising. But most advertising games have built-in billboards in the form of pictures and text, and the built-in brand has nothing to do with the game. Forced user memory. The main reason is that they do not have a suitable application system and user interaction model, only to achieve the real interaction between users and brands, so that merchants, Brand and user benefit directly in game, this is the direction that mobile advertisement develops in the future. Under the influence of the new trend of mobile advertising in the era of mobile Internet, this paper analyzes the influence of game and brand community on the interaction between local merchants and their brands and users, and describes that mobile advertising has gradually formed a game as the core. Based on geographical location and combined with online and offline service advertising platform trend. Based on psychology, brand community theory, game theory and so on, this paper analyzes the behavior motivation of users according to heart-flow theory. In this paper, a brand community model and a design model of mobile advertising game based on geographical location are constructed. Finally, based on the research and discussion of the game design of mobile advertising, the author constructs the brand community model and design model of mobile advertising game based on geographical location. Combined with practical cases, the paper introduces the practice process and final results. The innovation and characteristics of the research are as follows: first, combined with the related theories of brand community and game, this paper expounds the important role and guiding significance of consolidating brand community between brand and user by the way of game; secondly, This paper discusses the potential commercial value of mobile advertising based on geographical location with game as the core, and finally, after analyzing the design of mobile advertising, combining with the physical characteristics of mobile terminal and the extraction of design elements of mobile terminal, The model of game form and level is put forward, which provides some reference value for the further development of advertising game design on mobile terminal in the future. This paper examines the effects of different information presentation patterns on advertising effects, and proves that cognitive and environmental factors are taken into account in the design of mobile phone advertising games. The results of this paper will be helpful to the future design of mobile advertising based on geographical location.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J524.3

【參考文獻】

相關期刊論文 前4條

1 李紅柳;;品牌社區(qū)研究綜述[J];廣告大觀(理論版);2007年06期

2 黃升民;楊雪睿;;碎片化:品牌傳播與大眾傳媒新趨勢[J];現(xiàn)代傳播;2005年06期

3 沈杰;王奰;;品牌社區(qū)的形成與發(fā)展:社會認同和計劃行為理論的視角[J];心理科學進展;2010年06期

4 郭靖;郭晨峰;;移動廣告發(fā)展預測[J];移動通信;2008年13期

相關博士學位論文 前1條

1 沈祥;國內用戶使用移動廣告行為意向的實證研究[D];中國科學技術大學;2008年

相關碩士學位論文 前1條

1 唐潔;中國手機廣告的生存形態(tài)及發(fā)展策略[D];江西財經(jīng)大學;2009年

本文編號：1643908