論主視覺在汽車廣告營銷中的商業(yè)價值
發(fā)布時間：2019-04-26 00:56
【摘要】：改革開放以來,國外新的理念傳入中國,在這當(dāng)中聯(lián)系較為緊密的可以說有汽車行業(yè)與設(shè)計行業(yè)。誰都不能否認(rèn),隨著中國汽車產(chǎn)業(yè)的逐步發(fā)展,中國的汽車市場是世界上最具發(fā)展?jié)摿κ鞘袌?隨之而來的是汽車行業(yè)平面廣告的大力發(fā)展,在這個知識爆炸的時代里,除了電視廣告之外平面廣告成為汽車產(chǎn)業(yè)各類活動的重要宣傳方式。因為中國的經(jīng)濟是改革開放之后得到了長足的發(fā)展,昔日讓國人望而卻步的汽車慢慢步入人們的生活,不再是遙不可及的幻想,漸漸已成為普通家庭的代步工具,這就決定了其行業(yè)的發(fā)展與競爭,這其中必不可少的就是平面廣告。當(dāng)今社會,鋪天蓋地的平面汽車廣告大量的充斥著人們的眼球,已經(jīng)成為人們?nèi)粘Ｉ钪胁豢缮俚囊徊糠?同時主視覺這一概念也被引入汽車行業(yè)當(dāng)中,它為汽車的銷售做出了巨大的貢獻,商業(yè)價值隨之體現(xiàn)出來,在以盈利為目的的汽車銷售中,以主視覺為中心,延展物料為支撐的活動層出不窮,這就對可以表達本次活動中心主旨的主視覺有著極高的要求,大多數(shù)汽車行業(yè)的主視覺還都是效仿國外的在做,沒有真正的形成中國自己的東西,在這樣的背景下,我國平面廣告行業(yè)與汽車行業(yè)也正面臨著前所未有的發(fā)展機遇,其中以主視覺最為重要。在主視覺為汽車行業(yè)創(chuàng)造了大量財富的同時也出現(xiàn)了一些新的情況和問題,如何讓主視覺最大效益的發(fā)揮其在汽車行業(yè)中的商業(yè)價值、適應(yīng)市場需求,符合品牌理念等一系列問題漸漸浮出水面,這是值得我們深思的問題。本論文就在此基礎(chǔ)上,在強大理論的支持下,展開了主視覺在汽車行業(yè)當(dāng)中商業(yè)價值的體現(xiàn)的研究與探討。 本論文在很多國內(nèi)外先進設(shè)計理論的支持下,針對我國不斷升溫的汽車行業(yè)平面廣告中主視覺尚不夠成熟的現(xiàn)狀,著重對當(dāng)前主視覺在汽車產(chǎn)業(yè)中商業(yè)價值的體現(xiàn)所存在的問題做出分析,因作者現(xiàn)在正好在做這一行業(yè),所以有著得天獨厚的條件,可以設(shè)身處地的去體會,去分析。為了使自己能夠更好的理解和分析,作者不僅僅只是在工作中總結(jié)實踐經(jīng)驗,更為此這篇論文能夠有強大的理論支撐而搜集了大量的資料。希望能夠在真正的日常實踐中以工作任務(wù)為引領(lǐng),結(jié)合我自己的工作經(jīng)驗和想法,對主視覺如何在汽車行業(yè)中更好的體現(xiàn)或者是發(fā)揮出它的最大商業(yè)價值做一些分析與研究。
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【學(xué)位授予單位】：吉林藝術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F426.471
本文編號：2465613
[Abstract]:Since the reform and opening up, foreign new ideas have been introduced into China, in which the automobile industry and design industry can be said to be closely related. No one can deny that with the gradual development of China's automobile industry, China's auto market is the most potential market in the world, followed by the vigorous development of print advertising in the automotive industry, in this era of knowledge explosion. In addition to television advertising, print advertising has become an important publicity method for all kinds of activities in the automotive industry. Because China's economy has made great progress after the reform and opening-up, cars that used to discourage people from entering people's lives are no longer remote fantasies, and have gradually become a tool for ordinary families to take the lead. This determines the development and competition of its industry, which is indispensable for print advertising. In today's society, a large number of flat car advertisements are filled with people's eyeballs, and have become an indispensable part of people's daily life. At the same time, the concept of main vision has also been introduced into the automotive industry. It has made a great contribution to the sales of cars, and the commercial value has been reflected. In the sales of cars for the purpose of profit, the activities of taking the main vision as the center and extending the materials as the support have emerged one after another. This has a very high requirement for the main vision that can express the main theme of the event center. Most of the main vision of the automobile industry is still doing the same as that of foreign countries, and there is no real thing that forms China's own. Under such a background, the main vision of the automobile industry is still following the example of foreign countries. China's print advertising industry and automotive industry are also facing unprecedented development opportunities, among which the main vision is the most important. While the main vision has created a great deal of wealth for the automobile industry, there are also some new situations and problems. How to make the main vision give full play to its commercial value in the automobile industry and adapt to the demand of the market? In line with the brand concept and a series of issues gradually surfaced, this is worthy of our deep thinking. On this basis, with the support of strong theory, this paper studies and discusses the commercial value of the main vision in the automotive industry. With the support of many advanced design theories at home and abroad, this paper aims at the current situation that the main vision is not mature enough in the plane advertisement of automobile industry in our country. This paper focuses on the analysis of the problems existing in the embodiment of the commercial value of the main vision in the automobile industry, because the author is just doing this industry now, so he has the unique conditions, can be put on the ground to experience, to analyze. In order to get a better understanding and analysis, the author not only summarizes the practical experience in his work, but also collects a great deal of data for this paper with strong theoretical support. I hope to be able to take the task as the guide in the real daily practice, combine my own work experience and thoughts, and do some analysis and research on how the main vision is better embodied in the automobile industry or how to play its maximum commercial value.
【學(xué)位授予單位】：吉林藝術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524.3;F426.471
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