【摘要】： 網(wǎng)絡(luò)是繼報(bào)紙、雜志、廣播、電視后的第五大媒體，網(wǎng)絡(luò)廣告是當(dāng)今歐美國(guó)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(luò)廣告質(zhì)量，使其持續(xù)、健康的發(fā)展，建立一個(gè)效果評(píng)估系統(tǒng)是非常必要的，而目前的網(wǎng)絡(luò)廣告評(píng)價(jià)標(biāo)準(zhǔn)大多沒(méi)有考慮互聯(lián)網(wǎng)作為媒體的復(fù)雜性，大多是從如何計(jì)費(fèi)的角度制定，沒(méi)有充分考慮消費(fèi)者對(duì)廣告的反應(yīng)，沒(méi)有考慮到網(wǎng)絡(luò)廣告的心理效果。所以，對(duì)網(wǎng)絡(luò)廣告心理效果模式的探討及確立網(wǎng)絡(luò)廣告心理效果測(cè)評(píng)指標(biāo)體系就具有十分重要的理論意義與現(xiàn)實(shí)意義。文章先進(jìn)行理論綜述，回顧了網(wǎng)絡(luò)廣告的發(fā)展歷史，介紹了網(wǎng)絡(luò)廣告的特點(diǎn)和基本形式。然后，在查閱大量中外文獻(xiàn)的基礎(chǔ)上，比較網(wǎng)絡(luò)廣告與傳統(tǒng)媒體廣告的異同，構(gòu)建了網(wǎng)絡(luò)廣告心理效果模式，并進(jìn)行了實(shí)證研究。最后，結(jié)合Internet和電子商務(wù)的發(fā)展，網(wǎng)絡(luò)營(yíng)銷正發(fā)揮著越來(lái)越重要的作用，而我國(guó)的網(wǎng)絡(luò)營(yíng)銷還處于不成熟階段。中國(guó)的入世，意味著我國(guó)的企業(yè)會(huì)面臨更激烈的互聯(lián)網(wǎng)上的競(jìng)爭(zhēng)，而國(guó)內(nèi)企業(yè)對(duì)自身步入網(wǎng)絡(luò)的緊迫感認(rèn)識(shí)之不足，影響著企業(yè)發(fā)展網(wǎng)絡(luò)營(yíng)銷的積極性。文章重點(diǎn)探討了掌握并合理運(yùn)用網(wǎng)絡(luò)廣告對(duì)于實(shí)現(xiàn)新環(huán)境中的企業(yè)網(wǎng)絡(luò)營(yíng)銷策略以及整體營(yíng)銷戰(zhàn)略至關(guān)重要，，并對(duì)我國(guó)中小企業(yè)在網(wǎng)絡(luò)廣告的策劃和設(shè)計(jì)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(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：F49;F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前7條

1 趙朝陽(yáng);基于消費(fèi)者感知的網(wǎng)絡(luò)視頻廣告效果實(shí)證分析[D];東北財(cái)經(jīng)大學(xué);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(xué);2011年

3 王麗麗;高科技企業(yè)網(wǎng)絡(luò)廣告效果評(píng)價(jià)分析研究[D];山東大學(xué);2008年

4 王鑫;搜索引擎用戶點(diǎn)擊行為研究[D];清華大學(xué);2009年

5 趙建春;基于消費(fèi)者心理的旅游網(wǎng)絡(luò)廣告效果評(píng)價(jià)研究[D];中國(guó)海洋大學(xué);2012年

6 朱維林;基于受眾感知的網(wǎng)絡(luò)視頻貼片廣告效果研究[D];西南財(cái)經(jīng)大學(xué);2012年

7 李瓊;微電影廣告策略研究[D];南京師范大學(xué);2013年

本文編號(hào)：2251626