【作者】 刘伟；

【导师】 宋若涛；

【作者基本信息】 河南大学 ， 传播学， 2010， 硕士

【摘要】 随着网络视频行业的发展,中国网络视频广告媒体逐渐受到广告主、广告受众、内容提供商、风险投资商等各界关注。在短短五年的发展历程中,网络视频广告媒体与广告生态链中其他环节之间单一松散的关系逐渐变为错综复杂的多角关系。在这些错综复杂的多角关系中,风险投资商、内容提供商与技术提供商三者是制约网络视频广告媒体的基础因素;广告主对网络视频广告由认知模糊到清晰,由旁观走向尝试,但因网络视频广告媒体发展的不确定因素和广告效果不明确性,所以依然顾虑重重;广告受众在视频广告媒体活动中由被动变为主动,他们的创造价值与传播价值得到认知,但却不能“劳有所得”;因网络视频广告媒体形态不同,广告本体的表现形态和创意内容也有所不同。如,视频分享媒体具有开放性,其承载的广告呈现出“创意内容群体智慧化、演员与制作平民化、经典文本数字娱乐化演绎、口碑传播互动化”等四大特征。但其他视频媒体广告表现却不能令人满意。化解网络视频广告媒体多角矛盾的关键在于媒体本身。它需要增强自身内部生态系统创新和外部生态关系行销。自身生态系统创新包括两个层面:一是平台内容创新,它主要表现在频道专业化,栏目精品化和节目内容的横纵向自主创新两个方面;二是广告产品服务创新,它主要表现在“视频即广告,广告即视频”的全新广告理念和“依托技术,创意与形式完美结合”的广告本体创新。网络视频广告媒体的外部生态关系行销,主要包括以品牌吸引品牌,整合媒体平台与广告信息,在建立受众广告参与激励机制的基础上开展虚拟实境行销。更多还原

【Abstract】 With the development of online video industry, the Chinese online video advertising medias are gradually concerned by advertisers, advertising audiences, content providers, venture capitalists and other circles.Within just five-year-development, relationship between online video advertising medias and other aspects of the ecological chain,which was simple and loose then, in gradually becomes polygonal and complex relationship.Within these polygonal and complex relationships, venture capital providers, content providers and technology providers are basic element to restrict online video advertising media;The attitude of advertisers toward online video ads vary from unclear to clear, from spectators to main role,but due some uncertain reasons of the advertising effect and the development of online video advertising media, they are still doubtable. Advertising audiences become active in the video advertising media activities, and are recognised because of their value of creation and dissemination, but they can not get proper benefits; Representation of the advertising and creative expression are different for the different forms of online video ads. For example, the video sharing medias are open, and the characters of it are "collective wisdom of creative content, the actors and the production of civilian technology, digital entertainment, the classic interpretation of the text, word of mouth interaction". Other video advertising’s performance is not satisfactory.Resolution of polygonal conflicts of online video advertising media is the media itself. It needs to strengthen its internal and external eco-innovation ecosystem relationship marketing. Its own eco-system innovation includes two levels: firstly, create platform content, which includes mainly specialized in the channel and innovation of program content of the horizontal and vertical level; Secondly, innovate advertising services, which is mainly manifested in the " video that is advertising, advertising that the video "as a new advertising concept and in "relying on technology, creativity and formming the perfect combination "as innovative advertising body. Internet video advertising media external ecological relationship marketing includes: attracting brand from brand, integrating media platforms and advertising information, and carrying out virtual reality marketing in the basis of the incentive of advertising audience participation.更多还原