摘要：目前，我国网民的数量已经超过优尔亿，网络媒介已经成为大众，特别是青少年群体获得和传播信息的主要途径。它已经改变了当今社会的生活方式和营销手段，给商业营销提供了新的渠道，其中在微电影和网络短剧这类网络视频中植入广告的形式越来越受到营销人员的关注。本文以网络短剧《万万没想到》为研究对象，采用内容分析和网络数据采集的方式分析在剧中植入式广告的应用策略和营销效果。研究其传播效果和广告效果俱佳的原因，本文认为有环境因素、视频素质和新颖的植入方式三方面的因素，移动互联网和载体的发展是网络短剧传播的前提，社会步伐加快和闲暇时间碎片化是网络短剧流行的驱动力，网络短剧的流行必然会吸引植入式广告挺进。同时视频素质会影响营销效果，是不变的真理。最后，如何才能让网络短剧植入式广告获得更好的效果，本文就案例《万万没想到》的成功因素提出了三点建议。23451
毕业论文关键词：植入式广告；品牌植入；营销效果；网络短剧
The Effect Analysis of Product Placement
——Case study on webisode wanwanmeixiangdao
Abstract：Currently, the number of Internet users in China is already more than six hundred million , the network has become a popular medium , especially youth groups use it as the main way to obtain and disseminate information . It has changed our lifestyle and marketing approach In modern society, and provided new commercial marketing channels, including more and more marketing staff pay attention to product placement in microcinema and webisode on networks.In this paper, the webisode " wanwanmeixiangdao " as the research object, using content analysis and network analysis applications data collection methods analysis application strategy and marketing effectiveness of product placement in the play . Study reasons of superb propagation effects and advertising effectiveness, this paper considers environmental factors, the video quality and the new method of placement this three factors, the development of mobile Internet and it’s carrier are the prerequisite for the spread of webisode, the acceleration of the pace of social and fragmentation of leisure time is the driving force of the development of webisode. At the same time, the video quality can affect the marketing effect, is the eternal truth.Finally, how can we make the network miniseries placement to get better results, this paper success factors put forward three proposals based on the case webisode " wanwanmeixiangdao ".
Keywords：Product placement；Brand placement； Marketing effect； Webisode
目 录
一、    绪论    1
(一)    选题背景及意义    2
(二)    研究的目的和方法    2
1、    研究目的    2
2、    研究方法    3
(三)    文献综述    3
二、    植入式广告概述    5
(一)    植入式广告的定义    5
(二)    植入式广告的形式    5
1、    植入手段    5
2、    植入深度    6
(三)    与传统广告优势对比    6
三、    网络短剧《万万没想到》    9
(一)    剧集简介    9
(二)    盈利情况    10
四、    《万万没想到》植入广告效果分析    11
(一)    营销效果    11
(二)    原因分析    12 《万万没想到》植入式广告营销效果研究 :http://www.youerw.com/guanli/lunwen_16513.html