The grounded university life is coming to an end, and everyone is doing the graduation project seriously, and we have to write the opening report before doing the graduation project. How can I write the opening report? The following is the opening report of the graduation thesis of advertising major I collected for you, which is for reference only. You are welcome to read it.
Opening report of graduation thesis of advertising major 1 1. The research background and purpose of this paper.
China and South Korea have a very close relationship in history and geography. Geographically, the two countries are also very close. For a long time, the two sides have influenced each other in economic, social and academic fields. However, despite the close relationship between the two countries, the two countries, both of which belong to the eastern cultural circle, have experienced two different modernization paths and processes, so cultural differences are obvious and inevitable. In February, 65438, xx, China joined the WTO, the world economic structure changed greatly, and the world market became more and more open.
For global brands, in view of the strong purchasing power and fast-developing economic strength of China market, it should not be underestimated. Although Korea is located in the middle of the geographical position between China and Japan, Confucian culture, Chinese character culture and Buddhist culture have all been influenced by China since ancient times, after modernization, globalization has accelerated, and the developed education system and it industry in Korea, as high value-added industries, have gradually become a very important part of the world market. These two very important target markets with great cultural differences must be given priority in the internationalization strategy of global brands, because the process of global brands advertising internationally and placing advertisements in the target market is very close contact with consumers, and how to benefit consumers in two different cultural circles is a problem worthy of consideration.
After China's entry into WTO, the threshold for foreign brands to enter China has been lowered, and the development of science, technology and media has also increased consumers' opportunities to contact foreign cultures and their ability to capture product information. However, the existence of cultural differences still has a great influence on the effect of advertising. Therefore, although in the era of globalization, the advertising activities of global brands still face many difficulties. Nowadays, the market share of global brands in China has largely become the standard to measure their position in the world market. Therefore, many global brands have set up factories in China because they want to seize the market and gain opportunities; South Korea's market is smaller than China's, but Korean consumers are very sensitive to the emergence of new products and technological changes. Moreover, Korean consumers' evaluation of products is also very strict and objective, and consumers' feedback on products is also very timely. Therefore, the success rate of new products may be largely measured by the success or failure of the Korean market. Therefore, many brands tend to establish R&D centers in Korea.
To sum up, the markets of China and South Korea have a very important position in the world market, so global brands must attach great importance to the popularity of consumers in China and South Korea if they want to carry out efficient international advertising activities.
2. Research background
Nowadays, the marketing activities of enterprises are gradually going to the world, so advertisements are gradually internationalized. Every year, more and more world brands want to share a share in the two countries, and the marketing strategies of global brands are becoming more and more active. As a powerful tool for marketing, international advertising has been paid more and more attention. The development of transportation and information communication technology has narrowed the geographical distance between countries, and the trade and cultural exchanges between countries have gradually become closer. The diversification of media makes consumers have access to more diversified advertising information, especially the development of the Internet has changed the media environment in which consumers live. First, you can actively collect all kinds of information about related products. Second, you can get more exposure to foreign cultures and improve your adaptability and integration. These two aspects have played a very important role in the marketing strategy of global brands, that is, they need to be considered from the perspective of consumers, and for the advertising strategy of global brands, they need to fully satisfy consumers' desires.
Generally speaking, the globalization of the market and the improvement of the interaction between consumers and enterprises require better information transmission between advertisers and consumers.
In the international market, in order to ensure better interaction between consumers and enterprises, international advertising, as a very important means, has been paid more and more attention. The so-called international advertisement is defined as the advertisement that the products produced by world-famous brands are sold to all countries in the world in order to increase sales. It includes both local global advertisements and transnational general advertisements.
The ultimate goal of international advertising is to form the same cognition of consumers in different countries to a global brand, so as to effectively manage consumers. However, it is not easy to achieve this goal, because the cultural characteristics or dimensions of consumers in different target countries are different, so transnational general advertisements are gradually declining, and advertisements targeting local cultural characteristics are necessary. In view of this, the international advertising strategy must be a long-term process, and it is the most important task at present to understand different cultures, values and environments and the ability of consumers to accept them gladly. In order to make more effective international advertisements, it is undoubtedly a very important step to analyze the existing international advertisements, that is, to find out the reasons for their success or failure by analyzing popular international advertisements, so as to lay the foundation for making more progressive and efficient international advertisements.
Advertising information can be divided into verbal information and non-verbal information, and is influenced by the corresponding culture. In addition, the market environment is determined by local cultural factors because it is in a big cultural background. Therefore, the production of advertisements needs to consider the differences in market environment, so as to consider the differences in cultural characteristics.
Oral advertising needs to play two roles, one is to convey information to consumers, and the other is to form corresponding brands in consumers' minds. Advertising is expressed through the overall atmosphere of advertising, advertising model and product appearance packaging. This is different from verbal advertisements that express information in words. Therefore, there are certain restrictions on oral advertising in the world, because the use of different languages such as French, Spanish, Chinese, English, Japanese and Korean may mislead the value of advertising and the information to be conveyed.
However, despite the differences in writing, values and language in different countries, international advertisements should try their best to convey consistent product information and brand image. From this perspective, the relationship between advertising and culture has been confirmed and studied by many people, and the research in this area has also been covered by European and American scholars. Therefore, the comparative study of eastern and western cultures centered on the cultural values of western countries has been developed to a certain extent. The most famous cross-cultural research achievement is hofstede and trompenaar's cultural dimension theory. The necessity of using this theory to analyze international advertising has also increased. Since then, the combination of international advertising strategy and cultural dimension analysis of different countries has emerged. However, according to the data obtained from China-Korea international advertising research database, there are few cross-cultural international advertising studies in China and South Korea, and there are more cross-cultural advertising studies in eastern and western countries, especially the comparative study of international advertising using cross-cultural theory is less and less in eastern and western countries. China and South Korea are very important markets for global brands, and their cultural characteristics are also unique in the whole East Asian cultural circle. With the frequent economic exchanges and the increase of trade volume between the two countries.
Advertising is a bridge to ensure communication between enterprises and consumers, and its purpose is to sell products. There are many reasons why consumers decide to buy. There are many variables besides the advertisement itself. With the wide spread and popularization of modern media forms and the increasing number of consumers' contact with the media, the ability of modern media to transmit information has gradually improved. Therefore, advertising is still the main means for enterprises to win more consumers. However, the function of advertising is not only to sell products and services. Take TV advertisements as an example. Nowadays, TV advertisements have become a part of people's lives. In addition to the information of consumer products, it will also show the cultural characteristics existing in society. Therefore, in addition to their economic functions, these advertisements have also become a part of advertisements, that is, advertisements have the function of social communication. Among many social factors, cultural value plays the most important role.
3. Research purpose
In fact, there are two views on the cultural function of advertising. One is that it is a reflection, the other is that it is a creation, but the other is that advertising is not a simple reflection or creation, but a combination of the two. In order to achieve better advertising effect, we must consider the cultural value, because every consumer will react to the cultural value when he contacts the advertisement. In view of this situation, the research object of this paper is to make a comparative study of online advertising between China and South Korea from the perspective of cultural differences, so as to draw the following research purposes.
First of all, through empirical research, it is concluded that there are social and cultural differences between Chinese and Korean online advertisements.
Secondly, the characteristics and differences of online advertising between China and South Korea are analyzed to provide strategic guidance for the standardization and localization departments of brand enterprises.
Therefore, this study is to realize the great influence of culture on international advertising activities and cut into Chinese and Korean international advertising from a cross-cultural perspective. Among xx, global 100 global brand candidates, 16 brands put online advertisements in South Korea and China. Therefore, based on the 161international advertisements made by these16 enterprises, this paper analyzes the advertising information and performance strategies of international advertisements in the two countries, and draws a conclusion on how to enhance the applicability of international advertisements in the two countries in the future.
Opening Report of Graduation Thesis of Advertising Major 2 1, the significance of this project
As the name implies, team building is to do a good job as a whole, maintain the whole and drive an enterprise forward. Team building pays attention to the core objectives, management mechanism and spirit of the team. "Team performance is greater than the sum of individual performance"-this is the fundamental interest of team building. The construction of a good team will also play an extremely effective role in the implementation of company decisions, project development, corporate image, resource integration, company efficiency and management behavior. The construction of business team of advertising company has its particularity, which not only has the cooperative function of "cooperative" team, but also attaches great importance to the individual personality of the team. Building a good advertising business team will greatly improve the efficiency of advertising companies, which is of great significance.
2. Research status and existing problems at home and abroad.
With the continuous development of advertising industry in China, the competition between advertisements is becoming more and more fierce. Broadly speaking, the competition of service is essentially the competition of intangible products. But in the final analysis, competition is human competition, and human competition is a higher level and higher grade competition. After several years of development, Fuzhou advertising company has developed from a single enterprise with single business, simple department setting and simple management system to a company with diversified advertising business, complete department setting and standardized management system.
At present, from the current information of advertising companies, most of them have the following problems:
(A) the traditional business philosophy and weak sense of development hindered the development of Fuzhou advertising company's business team.
(2) Fuzhou lacks advertising professionals, which hinders the construction of advertising companies' business teams.
(3) The lack of effective industry management and supervision has had a serious negative impact on the development of Fuzhou advertising industry and destroyed the overall environment of Fuzhou advertising company's business team building.
3. Research content
3. 1 team building theory
This project mainly takes a specific advertising company as an example to investigate and analyze the specific problems it faces in team building in the process of seeking development. As the name implies, team building is to do a good job as a whole, maintain the whole and promote the development of an enterprise. Team building pays attention to the core objectives, management mechanism and spirit of the team. "Team performance is greater than the sum of individual performance"-this is the fundamental interest of team building.
3.2 Fuzhou Advertising Company Business Team Construction Status
Business team building is an important management work for the development of advertising companies, and it is also the key to the implementation of specific tasks and business objectives of advertising companies. The business of Fuzhou advertising company is developing in a more diversified direction, including diversification of business items, diversification of business services and diversification of business scope. With the development of advertising industry in Fuzhou, higher requirements are put forward for the business team construction of Fuzhou advertising company.
3.3 Fuzhou advertising company business team building problems
As a result, advertising companies in Fuzhou face many problems in business team building, which has become an urgent problem for most advertising companies. Solving the construction of business team will directly affect the development of Fuzhou advertising company.
4. Main measures to improve the business team construction of advertising companies.
Adjusting business ideas and establishing an efficient business team are the key to the development of advertising industry. The key to the construction of business team is to strengthen the "development, attraction and retention" of Fuzhou advertising talents. To establish a good environment for regional industrial development, we should establish a perfect supervision system, strengthen macro-control of the industrial market and conduct effective management and supervision.
5. Research objectives
Through the research of this topic, we strive to establish a scientific and reasonable advertising team building. Only by building a new business strategy for colleagues and realizing the strategic integration of human resources can the advertising industry flourish and be applied and innovated in practice.
3. Key problems to be solved
3. 1. Based on the current situation of team building in the actual advertising industry, this paper analyzes the problems existing in its actual operation, and puts forward the corresponding practical methods of strategic integration of human resources and new team building.
3.2. According to the overall environment of regional industry development, through the establishment of a sound regulatory system, increase macro-control of the industry market, and solve how to effectively manage and supervise the advertising industry in a specific environment.
This topic studies the development of rural wall newspaper advertisements in China, focusing on the development course, characteristics, advantages and limitations of rural wall newspaper advertisements in China, as well as the challenges and opportunities faced by rural wall newspaper advertisements in the future, and giving a detailed and comprehensive explanation of rural wall newspaper advertisements in China. By analyzing the problems existing in the production, release and maintenance of rural wall newspaper advertisements, this paper puts forward relevant countermeasures and suggestions, and analyzes the opportunities for the development of rural wall newspaper advertisements under the historical conditions that China's rural economy has achieved rapid development and farmers' income has increased, but it has not yet reached a very rich level. It is believed that it can provide scientific basis for wall advertising companies to make more standardized and effective wall advertisements, carry out effective marketing activities for enterprises in rural markets, and then bring fresh vitality to China's rural markets.
I. Purpose and significance of the study
With the rapid development of rural areas and the increase of economic income, the purchasing power and demand of rural residents for various production and daily necessities are constantly improving. Compared with the increasingly fierce Red Sea market in urban areas, China rural market with more than 900 million farmers has become a blue ocean market attracting more and more enterprises. How to open the rural market with great potential and attract rural residents to buy products is a challenge. Advertising! In this information age, advertising has become the most direct and convenient marketing means to attract attention and induce consumers to buy, and it is the first choice for many enterprises to carry out marketing activities.
Then, among many media, which media or media combination can be chosen to accurately "hit" the target? Influenced by the underdeveloped economy in rural areas and the strong regional characteristics of China's vast rural areas, rural consumers are characterized by low cultural quality, relatively low consumption level, relatively fixed purchase preferences and strong herd mentality. Television, radio, newspapers, magazines, internet and outdoor carriers cannot show strong advantages in rural advertising. Wall advertising has become the media that advertisers need to pay attention to when publishing advertisements in rural areas because of its simple form, low production cost, wide spread, integration into local life and strong pertinence.
Although the development of wall advertisements in China has a long history, due to the influence of politics and economy in China, rural wall advertisements have not played their role in commercial information publicity for a long time. The rebirth of wall advertisements is accompanied by the development of rural economy in China. This paper traces the development of wall advertisements published by China Rural Paper Group 2315126918 in different historical stages, studies the characteristics of wall advertisements in different periods in China, summarizes the changes in the focus, style, form and product content of wall advertisements, and finds out the location, advertising production, material selection, quality control and maintenance of rural wall advertisements. By analyzing the present situation of wall advertising industry, this paper puts forward the dilemma of resource integration, information communication and industry standardization faced by many domestic wall advertising companies. By introducing the emergence of a new wall advertising production technology-wall advertising spray film, the convening of the first China wall advertising industry marketing forum and the implementation of national policies such as national economic development, "home appliances going to the countryside" and "cars going to the countryside", this paper puts forward the development opportunities of rural wall advertising in China. All these will provide valuable reference for enterprises to quickly open the rural market.
Second, the research status, content and methods.
(A) Research status
The research on rural wall advertising in China mainly started in academic circles, and then some companies specializing in wall advertising made a simple analysis. These research directions mainly focus on the meaning and characteristics of rural wall advertisements in China, the historical changes of rural wall advertisements in China, the main problems existing in rural wall advertisements at this stage, and make their own analysis of the prospects of rural wall advertisements in China. 1 Study on the concept of wall advertisement Ray, Kang Chuying, Xiang Li and others explained the concept of wall advertisement. For example, Kang Chuying thinks that the wall advertisement of Penguin. 1760405151published in this paper refers to the use of advertising materials to draw advertising words and pictures on the walls of houses, human walls and factories, or to directly paste the drawn pictures on the walls.
2 wall advertising development history research
Zhao Chen, Wang Yunping, Yang Yi and others have made their own understanding of the history of wall advertising. For example, Zhao Chen combed the wall advertisements from the Qing Dynasty to the 1920s, while Wang Yunping mainly studied the wall advertisements from the founding of New China 1949 to the reform and opening up 1979 in China.
Kang Chuying, Rodin and others put forward the main problems existing in wall advertising at this stage. For example, Rodin believes that the problems existing in the production and management of wall advertisements are:
(1) is rough and uneven. A considerable number of outdoor wall advertisements are still in a state of shoddy and low level. For example, the advertising words are not fluent, the fonts are not standardized, the walls are untidy, the color collocation is unreasonable, and even typos appear. The national legal civilization prohibits advertising walls from being equipped with outdoor walls, which violates the aesthetic and artistic principles in communication.
(2) Lack of understanding and extensive management. Because of the simple production and low cost of wall advertising, there is not enough unified understanding of wall advertising in the industry, which leads to extensive management and has some negative and negative effects.
3 wall advertising design research
Rodin thinks that we should make full use of CIS theory to plan creativity. The publication and production of outdoor wall advertisements is not only a simple advertising behavior, but also refers to the full and effective use of the basic elements in CIS, such as enterprise name, enterprise logo, enterprise trademark, enterprise special font, enterprise combination font, enterprise standard color, unified advertising words and so on. And organically integrate the business philosophy and cultural spirit of the enterprise, so as to establish a distinctive and unique personality image of the enterprise and achieve the ultimate goal of expanding the sales, visibility and reputation of the enterprise.
Phil Barnhardt pointed out in his article "Creating a Brand-new Trademark" that trademark design is an important embodiment of enterprise management. A great trademark design can attract potential consumers and is also the "first impression" of enterprise business. An excellent trademark design can bring consumers' loyalty to the enterprise and business reputation. Most importantly, trademark design can distinguish itself from other enterprises.
Bharat Bista did point out that colors have psychological effects. Although it belongs to the natural property of eyes, it is a chemical reaction of psychology. Color is perceived through the pupil.
Advertising design should use appropriate colors to attract consumers' attention. If a red or blue wall advertisement suddenly appears on the same gray rural wall, it will attract the attention and concern of rural residents.
4. Research on the development prospect of wall advertising.
In view of the development prospect of wall advertising in rural areas, the researchers put forward their own views. Some people think that TV media is the most popular mass media in rural areas at present. With the development of rural economy, the Internet has also begun to enter farmers, and wall advertisements can be used as auxiliary propaganda media.
Yang Yi believes that in today's increasingly developed information, there is still a market for wall advertisements in rural areas. Because in the short term, the dual social structure of urban and rural areas in China will not change, and the wall is still the main medium of rural outdoor advertising with relatively backward economy and relatively weak infrastructure. Wall advertisements with local flavor, vivid image, easy to understand and remember can still attract the attention of rural people. It can be predicted that wall advertisements will further develop in a more standardized, harmonious, colorful and humanized direction, and will also make greater contributions to the construction of new socialist countryside in China. With the progress of the times and the in-depth development of rural social economy, the future wall will be gradually replaced by other better outdoor media (such as billboards). At that time, wall advertising has completed its historical mission and can quit the historical stage.
The content of the study.
The research object of this topic is the rural wall advertisement in China. The basic contents of this study include: the concept of wall advertising, the history and development of wall advertising in China, the advantages and limitations of wall advertising in China, and the future of wall advertising in China.
1. The concept of wall advertising
This part mainly tells the meaning and characteristics of wall advertising.
In this topic, wall advertising is limited to the special environment in rural areas of China. The wall advertisement in rural areas of China is defined as a form of communication in which various words or patterns with advertising significance are drawn with special materials on the eye-catching walls of provincial roads, national roads, railways, expressways, suburbs and country lanes, especially on the external walls of rural residential buildings.
In this topic, the characteristics of wall advertising are simple form, low cost, wide spread, high accessibility and integration into local life.
2. The history and development of wall advertisements in China This part mainly tells the development and reasons of wall advertisements in rural areas in Qing Dynasty, Republic of China and modern times, and expounds the specific changes of wall advertisements in contemporary rural areas.
3. Advantages and limitations of rural wall advertisements in China.
This part expounds in detail the advantages of China rural wall newspaper advertisements in rural media environment, such as superior pertinence, and the limitations of China rural wall newspaper advertisements, such as the limiting factors in the production process of wall newspaper advertisements and the limiting factors in the release process of wall newspaper advertisements.
4. The future of rural wall advertising in China.
This part introduces the challenges faced by rural wall advertising in China, such as the lack of effective supervision, statistical monitoring and post-maintenance, as well as the challenges from within the wall advertising industry. At the same time, it also expounds the opportunities faced by rural wall advertising in China from the aspects of wall advertising production technology, internal adjustment of wall advertising industry and rural market.
research method
The methods used in this study mainly include empirical analysis, literature research, comparison and statistics.
1. Empirical analysis method: including theoretical and practical empirical evidence, combining with practice to collect, sort out, summarize and summarize a large number of materials, making full use of information sources such as the Internet, newspapers and magazines, and keeping abreast of the latest research trends, so as to lay a solid foundation for writing a good paper.
2. Literature research method: According to the research theme, information is obtained by investigating a large number of literature materials, so as to comprehensively and correctly explain the understanding of the meaning of rural wall advertisements and an overview of the development process of wall advertisements in China.
3. Comparative method: When introducing the advantages of rural wall advertisements, the traditional media and rural wall advertisements are compared, and the unique advantages of rural wall advertisements in rural advertisements are analyzed by comparative method.
4. Statistical methods: all kinds of data collected are expressed by statistical methods and tables, so as to be concise and clear.
Third, the expected results and innovations of the research.
(a) the expected results of the study
This topic studies the development of rural wall newspaper advertisements in China, focusing on the development course, characteristics, advantages and limitations of rural wall newspaper advertisements in China, as well as the challenges and opportunities faced by rural wall newspaper advertisements in the future, and giving a detailed and comprehensive explanation of rural wall newspaper advertisements in China. By analyzing the problems existing in the production, release and maintenance of rural wall newspaper advertisements, this paper puts forward relevant countermeasures and suggestions, and analyzes the opportunities for the development of rural wall newspaper advertisements under the historical conditions that China's rural economy has achieved rapid development and farmers' income has increased, but it has not yet reached a very rich level. It is believed that it can provide scientific basis for wall advertising companies to make more standardized and effective wall advertisements, carry out effective marketing activities for enterprises in rural markets, and then bring fresh vitality to China's rural markets.
(II) Innovations of the research. This research is based on the previous experience and puts forward my own views. This paper combs the historical development of rural wall advertisements in China in detail, summarizes the advantages and disadvantages of wall advertisements in the development, and makes the development of rural wall advertisements in different periods in China more clear.
On this basis, this study also combines communication, aesthetics, consumer psychology and other disciplines, aiming at the current situation of rural wall advertisements, and puts forward some targeted design suggestions to provide theoretical reference for designers to clarify the historical role of wall advertisements and create more contemporary wall advertisements.
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