| 杨思杰.自媒体互动广告的场景化思维与应用[J].,2018,(4):107-112 |
| 自媒体互动广告的场景化思维与应用 |
| Scene Thinking and Application of Self Media Interactive Advertising |
| 投稿时间：2018-03-30 |
| DOI： |
| 中文关键词: 场景化 自媒体 体验经济 互动广告 |
| English Keywords:scenario from the media experience economy interactive advertising |
| Fund Project: |
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| 摘要点击次数: 842 |
| 全文下载次数: 636 |
| 中文摘要: |
| 自媒体的勃兴加剧了网络生态的碎片化,技术的进步则打开信息传播的场景化视域。传统场景的数字化重构和新场景的细分、裂变给互动广告营销带来新的挑战与机遇。自媒体互动广告的场景化既有来自用户的主观需求因素,也有体验经济模式的客观驱动因素,由“场景五力”等技术所支撑的自媒体平台为各种类型化场景建设提供了基础。场景化广告拥有特定性、体验性、共享性、跨界性等互动特征。自媒体互动广告的场景化应用实践是一个动态的系统过程,包括用户导向的场景构建、需求导向的信息匹配传播、体验导向的品牌推广等多个环节。通过特定的场景化运营能发挥互动传播优势,提升广告效果。 |
| English Summary: |
| The growth of the media has aggravated the fragmentation of the network ecology, and the progress of technology has opened the scene of information dissemination. The digital reconstruction of traditional scenes and the segmentation and fission of new scenes bring new challenges and opportunities to interactive advertising marketing. Since the interactive advertising media scene of both subjective factors from the user demand, there are objective factors driving experience economic model, supported by the “scene five” technology which provides the basis from the media platform for various types of scenes of construction. Scene advertising has the interactive characteristics of specific, experiential, shared and cross-border. The scene of the application from the media and interactive advertising system is a dynamic process, including construction, user oriented scene demand oriented information dissemination, experience oriented, brand promotion and responsibility oriented operation and management and other aspects. Through specific scene operation, it can develop the advantages of interactive communication, and enhance advertising effectiveness. |
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