摘要
新传播生态基于移动互联网发展和"互联网+"战略的实施而构建了新型媒体生态环境。新传播生态推动广告跨入广告4. 0时代,广告在创意、传播和模式等业务指向上具有用户生成、精准传达和口碑传播的优势。"互联网+广告"需要解决广告内容、创意作业、传播形式和效果评估等方面的问题并注重创意和技术结合和"传+销"一体化策略。新传播生态下的"互联网+广告"形成了四大新兴业态:"互联网+创意""互联网+品牌""互联网+物流"和"互联网+公关",并统合各大新兴业态,展开品牌整合营销传播,借助品牌内容营销,开展数字化、交互化、社会化和体验化的品牌业务,推动品牌营销,带动品牌增值。
New communication ecology is a new media ecological environment based on the development of mobile Internet and the implementation of Internet + strategy. As the new communication ecology drives the advertising into a new age of Advertising 4. 0,advertising has the advantages of user generating,precision communication and word-of-mouth communication in terms of creativity,communication,and modes as far as business orientation is concerned. In order to solve the problems of advertising content,creative jobs,communication forms and effect assessment,the Internet + advertising needs to pay greater attention to the combination of creativity and technology,and to implement the integrated strategy of communication plus marketing. The Internet + advertising explores such four areas as online advertising creation,online brands,online logistics and online PR. In addition,it also integrates major emerging business forms,carries out brand integrated marketing communication,and carries out digitalized interactive socialization and experiential brand business with the help of brand content marketing,so as to help facilitate online branding marketing and promote online brand appreciation and values.
作者
李怀苍
杨洋
LI Huaicang;YANG Yang(Faculty of Art and Communication,Kunming University of Science and Technology,Kunming 650500,Yunnan,China)
出处
《昆明理工大学学报（社会科学版）》
2018年第6期103-108,共6页
Journal of Kunming University of Science and Technology(Social Sciences)
基金
国家社会科学基金项目"新媒体时代西南沿边民族地区的政治传播与国家安全研究"(17BXW110)
云南省网信办项目"网络传播态势及新生代受众研究"(YNWX2017006)
关键词
新传播生态
“互联网+广告”
新业态
品牌内容营销
创意用户生成
品牌体验
口碑
new communication ecology
Internet + advertising
new business forms
brand content marketing
creative user generate
brand experience
word-of-mouth marketing
