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浙江理工大学硕士学位论文 浙江理工大学硕士学位论文 万方数据 万方数据 The Native advertising of “Elegant Lady” Reading glasses in application of micro-blog Abstract This graduation design has focused on the native advertisement of Elegant Lady ’ s presbyopic glasses in micro-blog. It is also a Spring-Festival proposal titled New Spring, Elegant. At present, many brands of presbyopic glasses in the Chinese market are featured by the dull style and single category. Elegant Lady has not only engaged in the eye care but also provided the custom-made services for those mid-aged and old women. The presbyopic glasses with diverse style and unique personality will bring good news to those women suffering from eye diseases, further liberating their personality and pursuing a high-quality life. As an emerging brand, Elegant Lady is less known compared with many other brands. Hence, further efforts should be made to strengthen the promotion, establish a positive brand image as well as expand the influence among the public. By highlighting the feature of being elegant and custom-made, this paper has made use of the advertising proposal and visual design during the period of Spring Festival so as to enhance the expressive force and user’s recognition of the brand. This paper will also elaborate on the planning and realization of the native advertisement of Elegant Lady. This first part is devoted to survey report which consists of market survey, audience analysis, current situation of native advertisement in China as well as case analysis. Firstly, the market survey is aimed at the understanding of presbyopic glasses, shopping habit and the willingness of purchasing for the old parents among the online audience. Secondly, the one-to-one consulting targeted at the audience in the form of interview has been carried out. It is also closer to the living habit of the consumers and thus can better observe the psychological need of those online consumers. Thirdly, given that those pioneers have already made attempts