毕业论文-中外影视植入广告的对比分析.docVIP

XX大学商学院 本科生毕业论文 论文题目 中外影视植入广告的对比分析 姓 名 XX 专业名称 市场营销 年 级 2011级1班 学 号 指导教师 XXX 成绩评定 优秀 ? 2014年 2 月 20 日 商 学 院 制 中外影视植入广告的对比分析 Comparative analysis of Chinese and foreign film and television ads 以及中国“植入式营销”创新方式研究 【摘要】在市场经济迅猛发展的当今时代，市场的竞争越发激烈，无论是基础雄厚的大型企业，还是处于转型发展期的中小企业，都在不断研发适应市场需求的新产品，同时在市场拓展方面也大做文章，创新销售方式。在巩固原有传统销售渠道的同时，随着电影、电视剧行业的迅猛发展，中外企业开始纷纷采用电影、电视剧植入广告的方式进行产品的宣传和推广。综合近几年的电影、电视剧来看，近两年企业植入广告的现象更是迅猛增加。但是将中国的电影、电视剧与国外很多欧美地区的电影、电视剧相比，中国大多企业植入的广告还不够成熟，给观众一种很直接、呆板的印象，反而让产品和企业形象大打折扣。面对着这样的现状，本人将对中外电影、电视剧的广告植入进行对比分析，在此基础上对植入广告的创新方式进行研究。 [Abstract] in todays era of rapid development of market economy, market competition is more intense, whether large enterprises strong foundation, is still in the transition period of development of small and medium-sized enterprises, in the development of new products to meet market demand, at the same time in the market development has also made a big fuss, marketing and innovation. In the consolidation of existing traditional sales channels at the same time, with the rapid development of movie, TV drama industry, domestic and foreign enterprises have begun to use film, TV ads for publicity and promotion of products. In recent years, the film TV series, nearly two years the enterprise advertising implant phenomenon is the rapid increase. But compared China movies, TV series and many foreign countries and regions in Europe and America movie, TV series, most enterprises China implanted advertising is not mature enough, to give the audience a very direct, rigid impression, but let the product and the enterprise image greatly. In the face of this situation, I will be on the foreign movies, TV ads are compared and analyzed, on the basis of the research of embedded advertising creativity. 【关键词】电影、电视剧 广告植入 对比 创新方式 研究 【keyword】of