广告创意对消费行为影响研究.docxVIP

摘 要 随着现代化社会市场竞争的不断加剧，广告创意作为企业从事市场营销获得的基本策略和重要手段，起到了日益显著的作用。在顾客就是上帝的今天，消费者既是广告的作用和对象，又是商品的购买者，所以，广告创意要想取得好的效果，必须以消费者为中心，符合消费者的心理和行为特点。而现代广告创意已步入整合营销传播时代，广告创意已不止于影响消费者，而是贯穿消费行为的全过程，所以，广告创意对于消费行为而言，具有重大的影响。它从消费者的消费行为出发，研究广告创意与消费者的内在联系，并寻求广告创意对消费者消费的积极作用，从而实现企业的市场营销目标。就此意义而言，广告创意在今天仍然是广告制胜的利器，在满足消费者本身的同时，带来企业效益的提高，而且也扩大了消费市场。 关键词：广告创意； 消费行为； 影响； ABSTRACT With the growing competition in the market of modern society, as a creative enterprise engaged in the basic strategy and an important means of marketing available, play an increasingly significant role. In todays customer is God, not only the role of advertising and consumer objects, but also a commodity buyers, so creative in order to achieve good results, must be consumer-centric, in line with the psychological and behavioral characteristics of consumers. The modern advertising creative has entered the era of integrated marketing communications, advertising creative influence has been more than just consumers, but consumer behavior throughout the entire process, so in terms of consumer behavior for advertising creative, have a significant impact. It is starting from a consumer behavior study creative intrinsic link with consumers, and to seek an active role in creative advertising on consumer spending, in order to achieve corporate marketing objectives. In this sense, creative advertising today is still winning weapon, at the same time satisfy the consumers themselves, to bring improved business efficiency, but also to expand the consumer market. Keywords: creative; consumer behavior; impact; 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc152382690 第一章 广告创意的概念及作用………………………………………………………1  HYPERLINK \l _Toc152382691 1.1 广告创意的概念 ………………………………………………………………1  HYPERLINK \l _Toc152382691 1.2 广告创意的作用 ………………………………………………………………1  HYPERLINK \l _Toc152382691 1.3 广告创意的原则和特点 ………………………………………………………2  HYPERLINK \l _Toc152382699 第二章 消费行为的意义………………………………………………………………4  HYPERLINK \l _Toc152382691 2.1 消费行为的定义