企业广告策略的创新研究——以网易公司为例 Corporate advertising strategy innovation research, NetEase company as an example 中文摘要□□随着当下时代的飞速发展，科技日益发达，导致整个市场甚至是社会，呈现着信息化和数据化的爆炸。人们可以通过不同类型的渠道去了解当下感兴趣的东西，这是个信息化和数据化共享的时代，广告策略的创新势不可挡。本文通过对广告策略的三大组成部分：广告市场策略、广告媒介策略和广告市场策略策略进行研究，以新型渠道为基础，去对比传统渠道，分析不同渠道研究广告策略的创新以及其对企业广告策略的影响。为什么会产生这一创新点，创新传播渠道又该如何去传播，创新渠道媒介又该怎么样融合等等。以网易公司的产品为例，列举产品的广告策略创新点以及创新方向的建议。同时也表明企业广告策略的创新对企业发展的重要性这一观点。□□关键词：广告策略 创新研究 企业 数据化Abstract □ With the rapid development of the current era, science and technology are increasingly developed, leading to the whole market and even society, showing the explosion of information and data. People can understand what they are interested in through different types of channels. This is an era of information and data sharing. The innovation of advertising strategy is unstoppable. This paper studies the three parts of advertising strategy: advertising market strategy, advertising media strategy and advertising market strategy. Based on the new channel, it compares the traditional channel, and analyzes the innovation of advertising strategy in different channels and its impact on the enterprise's advertising strategy. Why does this innovation occur? How should innovative communication channels spread? How should innovative channel media integrate and so on. Taking Netease's products as an example, this paper lists the innovative points of advertising strategies and suggestions on the direction of innovation. At the same time, it also shows that...
