【摘要】： 隨著寬帶網(wǎng)絡(luò)時代的到來，網(wǎng)絡(luò)廣告迎來更大的發(fā)展機(jī)遇，開始更全面、深入地影響世界營銷變革的新里程。作為企業(yè)實施現(xiàn)代營銷戰(zhàn)略的重要手段，網(wǎng)絡(luò)廣告必須堅持全面創(chuàng)新才能生存發(fā)展。 本文先從網(wǎng)絡(luò)廣告的概念入手，，對傳統(tǒng)廣告和網(wǎng)絡(luò)廣告的溝通模式進(jìn)行了對比；然后在現(xiàn)代創(chuàng)新理論的指導(dǎo)下，緊扣網(wǎng)絡(luò)廣告的媒體特征，結(jié)合經(jīng)濟(jì)學(xué)、人文社會學(xué)、心理學(xué)、傳播學(xué)、美學(xué)等學(xué)科的相關(guān)知識點，通過實例分析，提出了創(chuàng)新的廣告理念，并重點闡述了當(dāng)前網(wǎng)絡(luò)廣告策劃創(chuàng)新、設(shè)計創(chuàng)新、技術(shù)創(chuàng)新的具體方法；最后有針對性地提出完善當(dāng)前網(wǎng)絡(luò)廣告設(shè)計的發(fā)展對策，從而試圖以創(chuàng)新的思維來探尋信息時代網(wǎng)絡(luò)廣告的拓展空間，以推動網(wǎng)絡(luò)廣告事業(yè)的健康、高速發(fā)展。
[Abstract]:With the arrival of broadband network era, network advertising ushered in a greater opportunity for development, began to more comprehensive, in-depth impact on the new mileage of world marketing change. As an important means for enterprises to implement modern marketing strategy, network advertising must adhere to all-round innovation in order to survive and develop. This article starts with the concept of network advertisement, and compares the communication mode between traditional advertisement and network advertisement. Then under the guidance of the modern innovation theory, this paper puts forward the innovative advertising idea by analyzing the media characteristics of the network advertisement, combining the relevant knowledge points of economics, humanities sociology, psychology, communication science, aesthetics and so on, and through the analysis of the examples, this paper puts forward the creative advertising idea. And elaborated the current network advertisement plan innovation, the design innovation, the technical innovation concrete method emphatically; Finally, the author puts forward the countermeasures to perfect the current network advertisement design, and tries to explore the expanding space of the network advertisement in the information age with the innovative thinking, in order to promote the healthy and high-speed development of the network advertisement cause.
【學(xué)位授予單位】：南京藝術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 郭澤德;中國網(wǎng)絡(luò)廣告發(fā)展歷程研究[D];蘭州大學(xué);2009年

2 趙靜靜;我國微博的廣告價值分析[D];河北大學(xué);2011年

本文編號：2443469