国产婴幼儿奶粉电视广告的问题及发展策略研究-传播学专业论文.docxVIP

摘 摘 要 1 1 摘 要 随着我国“单独二孩”政策的逐渐实施，加上 2015 年即将迎来的新一轮的生育高 峰，我国国内的婴幼儿奶粉市场将迎来一次良好的发展契机。“毒奶粉事件”后，国产 婴幼儿奶粉在人民心中的信任感直线下降，广告作为一种产品宣传的手段是为产品的宣 传和营销服务的，本文试图分析国产婴幼儿奶粉电视广告中存在的问题，从受众的角度 出发，提出相应的电视广告的策略。笔者意在通过这些问题的发现和策略的提出，指导 企业有针对性的发布受众接受和欢迎的婴幼儿奶粉电视商业广告，以提高婴幼儿奶粉电 视广告发布的有效性，从而改善企业的营销绩效，助推国产婴幼儿奶粉在今后的兼并重 组之后能够在市场上“逆袭”成功。 本文共分为六章。第一章为绪论，主要阐述了本文的研究背景、研究意义、研究方 法和研究思路。第二章在论述了我国电视商业广告和国产婴幼儿奶粉电视广告的基本情 况，并指出了国产婴幼儿奶粉电视广告中存在的问题。确定了本文的研究范围，为国产 婴幼儿奶粉电视广告具体策略的提供必要的背景材料。第三章，分析了作为国产婴幼儿 奶粉电视广告主要目标受众的年轻父母的行为及心理特征及对国产婴幼儿奶粉电视广 告的接受过程，为企业制定电视广告策略提供指导。第四章主要在理论综述、国产婴幼 儿奶粉电视广告问题及年轻父母的特征分析基础上，提出了制定国产婴幼儿奶粉电视广 告所应采取的具体策略。第五章，以“伊利婴幼儿奶粉”为个案进行了近一步的阐述。 最后的一部分，是本文的研究结论和展望。 关键词 国产婴幼奶粉 电视广告 受众 广告策略 Abstract Abstract II II Abstract With the gradual implementation of Chinas couples will be allowed to have two children if one of the parents is an only-child policy. And Chinese will soon celebrate a new round of baby boom in 2015, Chinas domestic infant formula market will usher in a good opportunity for development. After the melamine incident, Domestic infant milk powder straight hearts of the people a sense of trust in decline. Advertising as a means of product promotion for product promotion and marketing services. This article attempts to analyze the domestic infant milk powder of television advertising problems, from the perspective of the audience, put forward the corresponding TV ads strategy. I intended to find these issues and put forward to strategy, Guide enterprises targeted audiences to accept and welcome the release of a television commercial infant milk powder, to improve the effectiveness of TV advertising infant milk powder ,Thereby improving the companys marketing performance, boost domestic infant milk powder after the merger and reorganization in the market can be counter-attack success in the future. Chapter for the preface，this article focused on the research background，research significance，research methods and research ideas. Chapter II discussed at the basis theory on situation of Ch