电商时代下虚拟商业业态的整合营销传播策略TERRY

毕业设计（论文）报告纸共26页第1页┊┊┊┊┊┊┊┊┊┊┊┊┊装┊┊┊┊┊订┊┊┊┊┊线┊┊┊┊┊┊┊┊┊┊┊┊┊广告设计与广告价值关系的研究摘要我国早期的户外广告形式是以招幌、海报等形式出现的。随着市场经济的发展壮大,广告在我国很多城市得到了普遍而迅猛的发展,其独特的传播形式和传播特点展现出它所具有的良好发展态势。广告似乎已成为整个城市环境和城市繁荣的象征。但在最近几年的超速发展中,有些问题也开始凸显:即户外广告虽处于城市环境中,对城市整体环境有很大的影响。但是,当前我国广告的发展却大多忽视了其在城市中环境因素的作用,忽视了对环境应有的尊重,背离了城市景观和公共文化的要求。这就造成了广告与城市整体环境相脱离。本文基于实际调研资料,结合一线城市广告的发展状况,从城市环境与不同人群角度对广告设计做深入、具体的分析。全文分为三个部分:第一部分主要研究我国广告发展的现状以及主要凸显的问题。第二部分主要对我国城市广告所受的环境因素分析。这里的“环境”是一个多层面的概念,不仅包括空间环境同时也蕴含人文环境、视觉环境;同时还对广告的类别、性质、目标消费群等因素进行分析。广告设计应全面考虑到这些因素,与城市和谐共生、相辅相成。第三部分主要站在可持续发展的角度上,分析广告与城市发展的和谐共生,只有这样才能提升空间环境的美感,才能尽可能地减轻生态环境的压力,才能促进人文环境的延续。关键词：传播形式人文环境和谐共生毕业设计（论文）报告纸共26页第2页┊┊┊┊┊┊┊┊┊┊┊┊┊装┊┊┊┊┊订┊┊┊┊┊线┊┊┊┊┊┊┊┊┊┊┊┊┊AbstractOurearlyformofoutdooradvertisingisintheposter,postersandotherforms.Withthedevelopmentofthemarketeconomy,advertisinginmanycitiesinourcountryhasbeenwidelyandrapiddevelopment,itsuniqueformofcommunicationanddisseminationofthecharacteristicsofthegooddevelopmentoftheshow.Advertisingseemstohavebecomeasymbolofthewholecityenvironmentandthecity'sprosperity.However,inrecentyears,thedevelopmentofspeeding,someproblemshavealsobeguntohighlight:theoutdooradvertising,althoughintheurbanenvironment,theoverallenvironmentofthecityhasagreatimpact.However,thecurrentdevelopmentofChina'sadvertisinghasmostlyignoredtheroleofenvironmentalfactorsinthecity,ignoringtherespectfortheenvironmentduetothedepartureoftheurbanlandscapeandpublicculturalrequirements.Thisleadstotheadvertisingandthecity'soverallenvironment.Inthispaper,basedontheactualresearchdata,combinedwiththedevelopmentofthefirsttiercitiesadvertising,fromtheperspectiveofurbanenvironmentanddifferentgroupsofpeopletodoin-depthanddetailedanalysisofadvertisingdesign.Thefulltextisdividedintothreeparts:thefirstpartmainlystudiesthecurrentsituationofthedevelopmentofadvertisinginourcountryandthemainproblems.Thesecondpartmainlyanalyzestheenvironmentalfactorsofurbanadvertisinginourcountry.Theenvironmentisamultidimensionalconcept,whichincludesnotonlythespaceenvironment,butalsothehumanenvironment,visualenvironment,andthecategory,nature,targetconsumergroupsandotherfactors.Advertisingdesignshouldfullytakeintoaccountthesefactors,andthecityofharmonyandsymbiosis,complementeachother.Thethirdpartofthemainstationinthepointofviewofsustainabledevelopment,analysisadvertisementandcitydevelopmentofharmonioussymbiosis.Onlyinthiswaycanpromotethespaceenvironmentofbeauty,canbeasmuchaspossibletoreducethepressureofecologicalenvironment,inordertopromotethecontinuationofthehumanenvironment.Keywords:Formsofcommunication;culturalenvironment;Harmoniouscoexistence毕业设计（论文）报告纸共26页第3页┊┊┊┊┊┊┊┊┊┊┊┊┊装┊┊┊┊┊订┊┊┊┊┊线┊┊┊┊┊┊┊┊┊┊┊┊┊目录一、引言.........................................................................................................................................5二、认知电商时代的传统商业业态与虚拟商业业态.................................................................5（一）传统商业业态与虚拟商业业态的功能属性比较.....................................................61．后成熟期的传统商业业态.........................................................................................62．快速成长期的虚拟商业业态.....................................................................................7（二）传统商业业态与虚拟商业业态的营销策略比较.....................................................71．传统商业业态：依赖促销与营销创新.....................................................................72.虚拟商业业态：灵活定位与品牌打造.....................................................................8（三）传统商业业态与虚拟商业业态的竞争与融合.........................................................91．双向业态衍生与融合.................................................................................................92．交互开发营销新渠道.................................................................................................9三、电商时代下的虚拟商业业态的营销现状与问题...............................................................10（一）电商时代下消费群体的心理特征...........................................................................101．网络消费心理与行为特征分析...............................................................................102．制约电商发展的消费心理因素...............................................................................11（二）从消费者心理洞察电商营销问题...........................................................................111．同质化难题...............................................................................................................112．无底线竞争...............................................................................................................123．跟风做营销...............................................................................................................12四、电商时代下虚拟商业业态的整合营销传播策略...............................................................13（一）虚拟商业业态的品牌形象整合...............................................................................131．电商品牌形象维度...................................................................................................132．差异化定位是核心...................................................................................................143．品牌内涵沟通情感................................................................................