安爽 毕业论文.doc

大连交通大学信息工程学院 毕 业 设 计 (论 文) 题 目 我国企业的广告创意策略研究 学生姓名 安 爽 专业班级 市场营销07-2班 指导教师 姜 岩 职 称　 　 副教授 所在单位 管理系物流营销教研室 教研室主任 　 王 岩 完成日期 2011年6月1日 摘 要 本文研究了广告、广告创意、广告创意策略及我国企业在广告创意策略方面的的现状和存在的问题。并分别从广告定位策略、广告策划策略、广告传播策略加以分析，找出我国企业在广告方面的发展之路。应该注意的是企业制定广告策划一定要把焦点放在消费者的身上而不是放在公司的营销目标上，广告制定战略，必须以满足消费者的需要为目的，一切活动都围绕消费者而展开。注重广告的创新，广告资源的充分利用，不要产生浪费及“注意力”经济。更不要为了促进自己的产品的销售而过分夸张、歪曲，甚至在广告宣传中融入产品没有的元素。使消费者降低对广告的信任，影响企业形象。广告能够为企业和产品树立独特的品牌形象，也能毁了品牌形象。要用发展的眼光看问题，用广告创意策略完善我国企业形象，并开发出一条属于中国的广告创意之路。 关键词：广告 广告创意 广告创意策略 消费者 ABSTRACT This paper studies the advertisement, advertising creative, advertising creative strategies and Chinese enterprises in creative advertising strategies on the current situation and existing problems. And respectively from the advertising orientation strategy, planning the advertising strategy, advertising communication strategy, this paper tries to find out of Chinas enterprises in advertising development way. It should be noted that enterprises to formulate planning the advertising must focus on consumers body rather than on the companys marketing target, advertising strategy formulation, must to meet the needs of the customer for the purpose, all activities around consumers on. Notice of advertising creativeness, advertising resources of making full use of, dont waste and attention economy. Dont even in order to promote their products sales and too exaggeration and distortion, even in advertising into products without elements. Make consumers reduce to advertising trust, influence enterprise image. Advertising for enterprises and products to establish the unique brand image, also can ruin the brand image. To use the development the eyes, with creative advertising strategy perfect our country business enterprise image, and developed a belong to Chinas advertising creative path. Key words：Advertisement Advertising cre