邮政广告.doc

摘 要 放眼整个邮政系统，我们还是缺乏集中代表邮政整体形象的广告。特别是缺乏让人们耳熟能详的一句话、过目不忘的一个画面，而这些话和画又能代表中国邮政“情系万家，信达天下”的核心价值观和企业情怀。也许有人认为“情系万家，信达天下”这句话就不错，就有代表性。而笔者以为，这句万国邮联确定的世界邮政日主题词，美国邮政、德国邮政、日本邮政都可以用，我们在实行拿来主义的同时也失去了原创性和个性。邮政广告既是企业形象的生动表现，也是企业核心价值观、企业文化和宗旨的集中体现，它应该具有高度概括性；广告同样反映企业的创新追求精神，它应该具有原创性；广告是信息传递，要考虑受众的直观感受，要打动受众，它要具有故事性和人情味。? 有涵盖中国邮政情系百姓、服务民生的企业宗旨，体现邮政服务的人文价值，符合中国国情，简洁明了，形象生动，记得住、叫得响、用得上、推得广，才不失为优秀的广告。 关键词：核心﹑价值﹑创新 ABSTRACT Looking at the whole postal system, we still lack focus on the overall image of advertising on behalf of the Post. Especially the lack of people familiar word, never forget, a picture, and these words and pictures can represent China Post The feelings of Vanguard, the letter of the world, the core values ??and business sentiments. Some may think that Love in Vanguard, the letter of the world, that is pretty good, there is representation. And I think that phrase UPUs World Postal Day to determine the keywords, the U.S. postal service, Deutsche Post, Japan Post can be used, we also implemented ism lost its originality and individuality. Postal corporate image advertising is both a vivid performance, but also the core values, corporate culture and purpose of the embodiment, it should have a high degree of generality; advertising also reflects the companys pursuit of the spirit of innovation, it should be an original; advertising is the transmission of information to consider the audiences visual experience, to impress the audience, it is to have a narrative and a human face.There are emotional ties to the people covered by China Post, peoples livelihood and business purposes, postal services reflect the cultural values, in line with Chinas national conditions, concise, vivid, remember,-known and useful, push wide, it may well be good advertising Keywords：Core﹑Value﹑Innovation 目 录 邮政广告业务概述…………………………………………………………… 第二章 邮政广告业务的研究重要意义…………………………………………… 2.1 邮政广告业务产生的背景以及发展趋势………………………………………… 2.2 邮政广告业务现状分析…………………………………………………………… 2.3 邮政广告公司可行性研究………………………………………………………… 第三章