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摘要研究国内的药品广告，犹如打开一扇研究中国市场的大门，一叶知秋，窥测全貌。其中，最能代表中国药品类广告发展的要算胃药类广告。把准此脉，药品广告的经验、规律、趋势均可一一获得。
如今21世纪，是一个大数据时代，每个人甚至每个家庭的信息变得更加详细、透明。正是处于整个大数据时代的背景下，广告投放的数据分析，摆脱传统媒介策略的数据样本不足，为了满足用户各方面的需求，并且市场模式从顾客角度出发替代原先的商品角度的传统模式。通过本课题的研究与探讨，阐述广告数据分析在胃药类广告投放策略中带来的价值，分析21世纪大数据背景下胃药类广告的侧重点与方针，探讨研究广告数据分析对于受众人群的覆盖面问题，旨在为胃药类药品广告投放的价值提供一些帮助、为大数据时代下广告投放价值与胃药类广告价值提供一些新的思路。48954
毕业论文关键词： 胃药类广告；胃病患者分析；新媒体传播；媒体策略
Study on the integrated communication mode of the new media platform for the brand of stomach medicine
Abstract The study of domestic drug advertising is like opening a door to the study of the Chinese market. Among them, the most representative of China's drug advertising development is drug advertising. Grasping the point, drug advertising experience and rules, trends can be obtained one by one.
Now the big data era, user data become more detailed and transparent. Data analysis application in advertising, will get rid of the lack of traditional media delivery model, through more effective and accurate way to win the user's favor, to meet user demand, promote marketing effectively to users for the replace with commodity as the traditional center of the past. Through the research of this topic, elaborates the data analysis in gastric drug advertising value and analysis of large data of gastric drug advertising. The data analysis application in gastric drug advertising into the research, designed for advertising workers based on data analysis in gastric drug advertising value, big data environment under the advertising data analysis in gastric drug advertising applied research is to provide some ideas.
Key Words：Gastric drug advertisement；Analysis of patients with gastric drug；New media communication；Media strategy
目 录
一、绪论 1
（一）研究背景 1
1、早期的广告活动 1
2、现代广告行业的兴起 1
3、广告行业的兴起 1
（二）选题的目的与意义 2
（三）国内外相关研究综述 3
1、国外研究现状 3
2、国内研究现状 5
二、传播媒介与媒介分析方法概述 6
（一）传播媒介 6
1、电视广告 6
2、出版物广告 6
3、户外广告 6
4、广播广告 6
5、数字媒体广告 7
（二）媒介分析方法 7
三、胃病患者药品选择行为分析 8
（一）胃病患者人群概述 8
（二）胃病患者行为习惯分析