在广告媒体投放效果调研中，通过核心客户甄别、设置对比组
别等方法，从多维度获取消费者对企业广告的实际反馈。同时通过
比较分析视频广告和网络硬广等不同媒体的特性，以及对受众产
生的不同触达效果，为企业进行媒体组合策略建立了决策基础
通过对企业实际问题的分析，提出了媒体组合策略的整体优
化方案，并将调研结果结合阶段性投放目标应用于该媒体组合策
略的实施过程，目的在于使优化策略符合消费者偏好并贴近企业
目标。最后通过策略实施分析对优化策略的可行性及优化效果的
指标达成预期进行验证，为品牌实现预期的销售目标奠定了基础
关键词 媒体策略；新媒体；婴儿纸尿裤VI -
RESEARCH OF MEDIA STRATEGY OPTIMIZATION FOR J
COMPANY
ABSTRACT
In recent years, under the restriction of slow economic growth, China advertising &
media industry growth has slowed down and even started to show a declining trend after going
through a period of rapid expansion, which led the booming market into a fierce competition.
Meanwhile, variety of new media appeared with the development of communication
technology, bringing the industry a big step of improvement. But China media market is still
in sellers’ market lacking of standards and rules, even it’s actually over resource. Therefore,
it has become a serious challenge to all advertisers that how to control cost, raise media
efficiency and achieve sales target, facing all the situations of media is changing fast, results
are hard to evaluate, and target audience keeps dividing and varying. During the media
strategy process, advertisers need deep customer insight by learning their behavior and habit
through big data digging, and reasonable media mix which corresponds with the brand
features and customer awareness, to make advertising accurate and efficient enough for the
customers targeting and sales goals.
This article starts from the actual demand of a baby diaper company achieving the
marketing target, and then raises up the problems the company might have through a series of
analysis based on theories and investigations, including competitors’ media strategy research,
target audience awareness and media habits investigation, as well as brand advertising effects
investigation. All these researches are to set up a study basis for media strategy optimization.
In the brand advertising effects investigation, we gained a lot of real consumer
feedback through multiple dimensions by setting up consumer grouping method. It providedVII -
the company a foundation of decision making when build up its media strategy through the
comparisons of both media features and the reaching effects between different advertisement
type such as video and banner.
After such researches and analysis, this article proposed an optimization scenario to
the media mix strategy. With the research findings and staged media goals combining into the
strategy execution, the optimization scenario is corresponded to the consumer habits and
helpful the company target. Finally through the verifying analysis of optimized strategy
proposal’s feasibility and performance estimation, it creates a foundation for the company to
achieve the sales target.
Zhe Liu (MBA)
Supervised by Changchun Gao
KEY WORDS media strategy, new media, baby diaper目录
VIII -
目录
1 绪论 .........1
1.1 研究背景及意义 .1
研究背景和目的.1
研究的理论意义.2
研究的实践意义.3
1.2 主要研究内容及方法 .....4
主要的研究内容.4
主要的研究方法.4
1.3 技术路线 .5
1.4 论文创新点 .........5
2 相关理论基础 .....7
2.1 广告媒体理论概述 .........7
2.1.1 广告媒体的概念 .7
2.1.2 广告媒体的分类及特征 .7
2.1.3 广告媒体的选择与评价 .9
2.2 媒体策略理论概述 .......10
2.2.1 媒体策略的概念 ...........10
2.2.2 媒体策略的分类与原则 ...........11
2.2.3 媒体策略的内容 ...........12
2.2.4 媒体策略传播效果评估 ...........13
2.3 新媒体理论概述 ...........15
2.3.1 新媒体的概念及主要特征 .......15
2.3.2 新媒体环境下的主流媒体形态 ...........17
2.3.3 新媒体环境下的广告媒体用户特征 ...18
2.3.4 新媒体环境下的媒体策略原则 ...........19目录
IX -
3 行业概况及 J 公司婴儿纸尿裤产品介绍........21
3.1 行业概况 ...........21
3.1.1 婴儿纸尿裤行业形势 ...21
3.1.2 国内外广告媒体行业概况及发展趋势 ...........22
3.1.3 婴儿纸尿裤行业宏观广告环境及广告投放概况 .......25
3.2 J 公司婴儿纸尿裤产品概况 .....27
3.2.1 J 公司婴儿纸尿裤品牌发展历史 .........27
3.2.2 J 公司婴儿纸尿裤产品定位 .....28
3.2.3 J 公司婴儿纸尿裤目标客户群体 .........29
3.3 J 公司婴儿纸尿裤媒体策略存在问题 .30
3.3.1 媒体触达不均衡 ...........30
3.3.2 媒体投放效果欠佳 .......31
3.3.3 媒体策略调整过于频繁 ...........31
3.4 行业标杆企业婴儿纸尿裤广告媒体综述 .......32
3.4.1 标杆企业媒体策略概况 ...........32
3.4.2 标杆企业媒体策略案例分析 ...36
3.4.3 标杆企业广告媒体的综合投放效果 ...37
3.5 本章小结 ...........38
4 J 公司婴儿纸尿裤媒体策略现状及消费者媒体习惯调研分析..........39
4.1 J 公司婴儿纸尿裤媒体策略运行现状分析 .....39
4.1.1 J 公司婴儿纸尿裤媒体市场背景 .........39
4.1.2 J 公司婴儿纸尿裤媒体目标 .......
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