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ID:32729809
大小:18.64 MB
页数:53页
时间:2019-02-15
《《基于品牌形象塑网络广告的研究》》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、RESEARCHONTHENETWORKADVERTISEMENTBASEDONTHEBRANDIMAGE—SHAPrNGABSTRACTWiththedevelopmentofeconomy,thecompetitionbetweennumerousenterprisesextendsproductandservicetothebrandculture.What’Smore,establishingastrongbrandimageisthekeyofbrandcompetition.Internetmediaischangingthetraditionalcommun
2、icationwayswhichbringsnewopportunitiesandchallengeforshapingthebrandimage.Althoughtherearesomesuccessfulcasesofbuildingthebrandviatheintemetmedia,howtodeeplyinvestigateInternetadvertisingisnotaverymatureresearch.Firstly,wegudyrelevanttheoriesaboutthebrandimageandIntemetadvertisingandanaly
3、zetheadvanmgesanddisadvantagesofestablishingthebrandimagebyInternetadvertisingtolaythefoundationfortheprogressofthefulltext.Secondly,weresearchindepthontheInteractadvertisingintheprocessofshapingthebrandimageandproposethatIntemetadvertisingshapingthebrandimageisadynamicprocess.Andweshould
4、considerofthetwoeffectfactorsofonlineadvertising.Accordingtotheproductgrowthcycle,brandperiodisdividedintothebrandnewinput,brandgrowthstage,maturebrand,brandfading.Wesuggestthatdifferentperiodsofnetworkadvertisingstrategyexpansion:newinputtopioneeringInternetadvertisingisgivenpriorityto,t
5、hebrandgrowthperiodmainlypropulsionpersuasivenetworkadvertising,brandmaturationstrongbuildinnovativenetworkadvertising,brandfadingtendencyonthestrengthensexualnetworkadvertising,inthecombinationofcaseforargumentvalidation.Thirdly,weconcentrateontheresearchprocedureofInteractadvertisingfor
6、shapingthebrandimage.Firstweshouldidentifythebrandimageandtakeintoaccountproduct,targetmarketandcompetitionorientationnfIIIIIIIll/ItlllIIlllllllllfY2292514beforecreatingIntemetadvertising.Thenweputforwardthreenetworkadvertisementdesignprinciplesofthebrandimage,whicharenamedattentiongather
7、edstrategy,precisiononthestrategy,interactiveexperiencestrategyandbrandculturestrategyontheanalysisoftheenterprisecultureandnetworkadvertisingcharacteristic.Finallythebrandimage-shapingisimplementedintotheshowofnetworkadvertisement’Sdesign.Wesummarizetheprocessofrea
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