基于青年亚文化的微博广告传播-研究

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1、基于青年亚文化的微博广告传播研究AbstractMicro·bloghasmadetheadvertisementdisseminationwayreversed：fromtraditionalOne-waycommunicationtoaunidirectionalway，andpeoplehasbeeninvolvedintheadvertisinginteractivecommunication．Atthesametime，tomicro·blogascarrier，variouscreativeyouthsubculturebegantogrowandspreadrapi

2、dly．YouthsubculturesuchasKUSO，fanculture，graffiticulturearedistinctiveindividualityandcreativityinmicro-blog’Svastoceanofinformation．Itcancausetheattentionandspreadquicklytoyouthastheyouthisthemainbodyofthemicro-blogusers．ThehugeyouthusersofMicro-blogandtheattractivecharacteristicsofyouthsubc

3、ulture，letadvertisersawareofpotentialofcultureusedinadvertisement．Therefore，thispaperattemptstostartfromthedevelopmenttrendofyouthsubcultureandmicro--blogadvertisingintheageofMicro··blogbymeansofobservation，caseanalysisresearch，contentanalysis．Andaccordingthestudy，1willanalysisitfromtheenterp

4、risesegmentmarketcompetitiondemand，consumerbehaviorchanges，andtheroleofcultureinadvertising，togetthemotivationsandreasonsofmicro—blogadvertisingofyouthsubculture．Onthisbasisandtheprocessofcommunicationtheory，1wanttostudythemicro—blogadvertisingofyouthsubculturerespectivelyfromthreeaspects：mai

5、noperation，advertisingworks，advertisingaudiencecommunicationstrategy．AndI’11payattentiontofindproblemsofthemicro—blogadvertisingofyouthsubculture，thinkingthesolution，andpredictthedevelopmentprospectsofsuchmicro—blogadvertisingaccordingtothecurrentmediaenvironmentandculturaldevelopment．Thisstu

6、dywillbebeneficialtothegamerelationshipbetweenyouthsubcultureandmicro·blogadvertising．AnditwillletUSrecognizethemicro-blogadvertisingofyouthsubculture，notonlycanpromotethedevelopmentofyouthsubculture，butalsocanstimulateeconomicgrowth．Fromapracticalpointofview,theresearchresultsofthispaperwill

7、providesometheoreticalguidanceandpacticalreferenceadcertisingcornmunjeationunderthenewmediaenvironment．Keywords：Youthsubculture；micro-blogadvertising；communicationstrategy硕士学位论文目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IABSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯