發(fā)布時間：2018-03-26 00:54

  本文選題：互聯網　切入點：手機　出處：《新疆大學》2015年碩士論文

【摘要】：隨著網絡和智能手機的迅速發(fā)展,人們的日常生活已經越來越離不開電腦和手機。工作需要借助電腦和網絡進行辦公,休閑娛樂需要借助手機和網絡進行溝通,就連獲取新聞資訊、收看電視節(jié)目越來越多的人也選擇使用電腦和手機。對于傳統(tǒng)媒體像報紙、廣播和電視,似乎正一點點的淡出人們的視野。而向三大傳統(tǒng)媒體發(fā)出巨大挑戰(zhàn)的就是現如今如火如荼的“新媒體”。而究竟什么才是新媒體呢?新媒體是如何在廣大群眾中慢慢普及開來又迅速成為了人們街頭巷議的熱點呢?本文采用文獻研究法,對比研究法,內容分析法。通過對前期所搜集整理的文獻進行綜合研究,對新媒體和新媒體廣告的定義以及類型特點進行歸納總結。在大量文獻閱讀的前提下,對于新媒體以及新媒體廣告形成自己明確地界定。通過對比研究法將傳統(tǒng)媒體廣告與新媒體廣告進行對比,從而總結出新媒體廣告相對于傳統(tǒng)媒體廣告所具有的類型和特點。同時指明新媒體廣告的優(yōu)勢、機會、劣勢、威脅等因素并根據具體內容研究解決問題的對策,通過此方法也可以為今后新媒體廣告的發(fā)展提供經驗;內容分析法在對《中國廣告年鑒》、《中國廣告市場報告》等詳細的數據報告以及艾瑞網數據咨詢等網絡媒體調研機構的最新數據統(tǒng)計的研究分析下探究新媒體廣告的傳播機制,同時在現有研究的基礎上對未來新媒體廣告的創(chuàng)新發(fā)展進行研究預測。新媒體廣告目前來說還只是一個新生事物,隨著網絡的不斷完善和發(fā)展,新媒體未來會如何發(fā)展,新媒體廣告將會產生怎樣的形式,還都是未知數,本文希望通過對于新媒體廣告的分析研究能夠對其未來發(fā)展進行前沿性的展望。
[Abstract]:With the rapid development of the Internet and smart phones, people's daily life has become more and more inseparable from computers and mobile phones. Even people who get news and watch more and more television programs also choose to use computers and mobile phones. For traditional media such as newspapers, radio and television, Seems to be fading out of people's view. And the three major traditional media challenge is now in full swing of the "new media." and what is new media? How does the new media become popular in the masses and become the hot spot of people's street discussion? This paper adopts the literature research method, the contrast research method, the content analysis method. The definition and type characteristics of new media and new media advertisements are summarized. For new media and new media advertising to form their own clear definition. Through a comparative study of traditional media advertising and new media advertising to compare, Then it summarizes the types and characteristics of the new media advertisement compared with the traditional media advertisement. At the same time, it points out the advantages, opportunities, disadvantages, threats and other factors of the new media advertisement, and studies the countermeasures to solve the problem according to the specific content. This method can also provide experience for the development of new media advertising in the future. Under the detailed data reports such as the China Advertising Yearbook, the China Advertising Market report, and the latest data statistics of the network media research organizations such as Ery.com, the content Analysis method explores the transmission mechanism of new media advertisements. At the same time, on the basis of the existing research, this paper studies and forecasts the innovation and development of new media advertising in the future. At present, new media advertising is just a new thing. With the continuous improvement and development of the network, how will the new media develop in the future? It is still unknown what form new media advertising will produce. This paper hopes that the future development of new media advertising can be forerunner through the analysis of new media advertising.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8;G206

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本文編號：1665626