摘要
因特网的迅猛发展为全球广告营销业带来了前所未有的机遇，同
时向传统广告理论提出了挑战，使我们对整个广告策略的运作发展，
甚至对广告的内涵，都必须重新界定与思考。由于因特网打破了传
统大众媒体一对多且单向传播的方式，使受众的主动性与个人价值
大大提升，个人与传媒间的互动真正实现，形成消费者自我导向下
的传播；再加上因特网引人注目的超媒体特性，这些是否／怎样影响
到网络广告的表现策略？本论文针对此问题进行研究。
首先，引入超媒体CMES的概念，论述了因特网最重要的两项信
息传播特性：互动性、超媒体；分析了因特网作为广告媒体，其传
播特性对于广告营销的意义，以及网络广告的独特竞争优势。
其次，从技术手段与表现效果方面探讨网络广告的表现策略，着
重研究了互动性和超媒体两项网络传播特性对于网络广告信息设计
自影响。
第三，运用 FCB模式，从消费者的购买心理的角度讨论不同类
型的产品网络广告的表现策略，分别具体分析了“高涉入度／低涉入
度”、“理性／感性”两项特性对广告表现策略的影响。
最后，根据FCB模式，进行网络广告表现策略实证调查。选定
四种不同类型的产品，调查这些产品在WWW上已进行的营销广告
活动，分为企业网站主页和产品网页广告分别抽样，并通过内容分
析法，对统计结果进行研究分析。
本论文认为，FCB 模式对于网络广告有部分的适用性，在发展网
络广告的表现策略时，可以将FCB模式作为网络广告策略发展与设
一 互 一
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广西大学硕士学位论文
‘O——
．j 计制作的参考依据，同时必须充分考虑网络特性与产品类型的美联
’性，这样才能在进行营销广告活动时，最大限度地发挥因特网的信
息传播特性。
The Intenet is expanding by leaps and bounds, which gives
unprecedented opportunities to marketing and advertising industries on a
global scale. Meanwile, it brings challenges to the traditional
advertising theories so that we should reconsider the development of
total advertising strategy and even the definition of Advertising. The
Internet breaks free from the one-to-many and one-way communication
patterns of the traditional mass media whereby the initiative and
individual values of audience are promoted and consumer self-directed
communication is formed. Thus interaction between people and media
really come true. In addition, the Internet possesses a conspicuous
feature so called “hypermedia”. If and how all of these factors take
effects on the expression strategy of Internet advertising? In order to
answer the questions, researches were done in this paper.
First of all, we introduced the concept of“Hypermedia
Computer-Mediated Environments” (Hypermedia CMEs), and
expounded its most impotrtant two message communication
characteristics: interaction and hypermedia. Then we discussed the
importance of the Internet to marketing and advertising and the special
competitive strength of Internet advertising as well.
Second, the expression strategy of Internet advertising was
inquired from both technology method and performance result. In this
part, we emphatically studied how interaction and hypermedia affect the
message design of Internet advertising.
Third, we employed FCB grid models to discuss the expression
strategy of different product advertising on the Internet in view of
comsumers' purchasing psychology High involvement-low involvement
and thinking-feeling play different roles, which were discussed
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respectively in the paPer.
Finally, a practical research on the exPression straegy of Intemet
advertising was conducted in order tO understand the actUal sitUation in
this profession. We picked uP fOur kinds of products Which belong tO
different categories of FCB models and investigated their marketing and
advertising activities on the WWW These advertisements were
classified according to the fact: were they placed on enterprise
homepages or yellow pages on the Web? Then they were samPled
separately and we studied the statistics results through the content
analysis method.
The research resuIts imPlied that FCB models aPply partly to
Internet advertising. We can refer to FCB models while developing the
expression strategy of Internet advertising. On the other hand, we should
think over the relationship between Ifltemet features and product
categories so that we can give fulI play to the message communication
characteristics of the Iniemet.
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