數(shù)字化報(bào)業(yè)的廣告模式探析——以大眾報(bào)業(yè)集團(tuán)都市類報(bào)紙為例.pdf

1、單位代單位代碼10445學(xué)號(hào)2011308003分類分類號(hào)G206學(xué)習(xí)方式全日制全日制碩士學(xué)位論文(專業(yè)學(xué)位)論文題目數(shù)字化報(bào)業(yè)的廣告模式探析數(shù)字化報(bào)業(yè)的廣告模式探析——以大眾報(bào)業(yè)集團(tuán)都市類報(bào)紙為例以大眾報(bào)業(yè)集團(tuán)都市類報(bào)紙為例專業(yè)學(xué)位名稱新聞與傳播方向領(lǐng)域名稱新聞與傳播申請(qǐng)人姓名楊絢然指導(dǎo)教師王金龍郭根生教授目錄目錄摘要...........................................................

2、........................................................................................IAbstract...........................................................................................................................

3、................II第一章緒論.....................................................................................................................................11.1研究背景、目的及意義..................................................

4、................................................11.2國內(nèi)外研究現(xiàn)狀..............................................................................................................21.2.1關(guān)于數(shù)字化報(bào)業(yè)的研究...................................

5、....................................................21.2.2關(guān)于數(shù)字化報(bào)業(yè)廣告模式的研究.......................................................................31.3理論工具及研究方法闡述..............................................................

6、................................4第二章數(shù)字化報(bào)業(yè)的廣告模式概述...........................................................................................52.1數(shù)字化報(bào)業(yè)的內(nèi)涵.....................................................................

7、.....................................52.1.1傳統(tǒng)報(bào)業(yè)的沒落帶來數(shù)字化轉(zhuǎn)型.......................................................................52.1.2數(shù)字化報(bào)業(yè)是迎合時(shí)代的多媒體間的融合.......................................................72.1.3數(shù)字化報(bào)業(yè)的特

8、征及主要形式...........................................................................82.2廣告模式在數(shù)字化報(bào)業(yè)盈利模式中的重要地位..........................................................9第三章數(shù)字時(shí)代下的廣告模式分析.........................................

9、..................................................123.1傳統(tǒng)報(bào)業(yè)集團(tuán)的數(shù)字化報(bào)業(yè)廣告模式發(fā)展................................................................123.1.1大眾報(bào)業(yè)集團(tuán)概況....................................................................

10、.........................123.1.2四份報(bào)紙的數(shù)字化媒體在廣告層面上的SWOT分析.....................................143.2數(shù)字化報(bào)業(yè)發(fā)展應(yīng)借鑒互聯(lián)網(wǎng)廣告的經(jīng)驗(yàn)................................................................173.2.1互聯(lián)網(wǎng)廣告的主要形式........................

11、.............................................................173.2.2互聯(lián)網(wǎng)廣告模式的發(fā)展趨勢(shì).............................................................................193.2.3數(shù)字化報(bào)業(yè)廣告不同于互聯(lián)網(wǎng)廣告.........................................

12、........................20第四章山東數(shù)字化報(bào)業(yè)受眾結(jié)構(gòu)及廣告市場(chǎng)分析...................................................................224.1山東地區(qū)數(shù)字化報(bào)業(yè)讀者的閱讀習(xí)慣及人口特征....................................................224.1.1測(cè)量方法和數(shù)據(jù)來源............

13、.............................................................................224.1.2數(shù)字化報(bào)業(yè)的讀者閱讀情況及受眾結(jié)構(gòu).........................................................234.2數(shù)字化報(bào)業(yè)受眾消費(fèi)特征的變化...........................................