网络广告的精准营销特性探析.pdfVIP

摘 要 在现代商品社会，产品的同质化和消费者的异质化同时并存，针对最精确 的目标市场进行高回报的营销传播已成为共识。新的互联网和信息技术也为营 销手段的变革提供了可能。在此背景下，精准营销理念应运而生。 广告传播作为重要的营销活动也被要求更加精准。本文认为，网络媒介的 传播特性和技术手段决定了网络广告相对于传统媒体广告，更有利于进行分众 传播，进而成为精准营销的有力工具。实际上，网络广告正是当前实践精准营 销的先行者和重要参与者。此外，Web2.0理念下的网络应用也为精准营销提供 了有价值的载体和技术。 本文也提出当前的精准营销网络广告存在发展瓶颈，尚需市场的培育和检 验。随着技术手段和市场运用的成熟，其精准的程度会越加深入。 关键词：网络广告；精准营销；分众传播 Abstract In the modern commodity society, homogenization of products and heterogeneity of consumers are both existent. To communicate to the most precise audience with a high payment has become a consensus. New website and information technology make the change of marketing methods possible. The precise marketing is appearing under this background. As an important marketing activity, advertisement is asked to be more precise too. This article elaborate that compared with traditional media advertisement, the web communication characteristic and technology make web ads superior in sub-public communication, which makes it a powerful tool to practice precise marketing, of which web ads are the pioneer and important actor nowadays. Besides, some web applications based on Web2.0 have also offered valuable carrier and tech to precise marketing. The article also indicates there are some developmental bottlenecks of the precise ads, which need the cultivation and test of market. As the technology and market practice become more mature, the degree of precision will be deeper. Keywords: web advertisement; precise marketing; sub-public communication 目 录 引 言 1 第1章 精准营销理念产生背景及特征分析 4 1.1 精准营销理念的产