我国啤酒行业网络广告的现状及发展趋势-以华润雪花啤酒为例.doc

摘要:随着网络时代的到来，传统的广告已经无法满足社会发展的需求。网络广告作为新的传播形态，被越来越多的企业所关注。本文先对我国整个啤酒行业的网络广告现状进行了分析，以网络广告理论为基础，从网络广告环境和内容上发现其问题并提出策略。然后再以华润雪花啤酒为例，根据雪花啤酒的具体情况，提出解决的具体策略，并对华润雪花啤酒网络广告的发展趋势进行了展望。

　　　我国啤酒行业网络广告存在企业认知偏差、评估体系不完善、广告创意不足的问题，本文针对这些问题提出相应的对策。策略如下：①领导重视，培训员工。让他们意识到网络广告的重要性，并对网络广告进行深入学习。②确定评估标准。根据广告主不同的需求，用不同的评估标准去评估网络广告的效果。③形式创新，与网站合作。本文还以华润雪花啤酒为例，它存在的问题是点击率低和缺乏网络热点。为了能使它的网络广告获得更好的传播效果，提高网民关注度和提升企业品牌形象，本文给出了几点建议：一是加强与消费者互动，如微博互动，视频互动和论坛讨论。二是建立有效的网络渠道，如网站视频，微博客，社区游戏。三是与大型网站合作，四是建立网络活动专题。随着网络价值的不断扩展，华润雪花啤酒网络广告将会与传统媒体合作，进行整合传播，并且它的网站内容也会越来越专业新颖。

关键词 啤酒行业；网络广告；华润雪花啤酒

Abstract:With the internet age coming,the traditional advertising has been unable to meet the needs of social development.Network advertising as a new form of communication, is concerned by more and more companies.Firstly,this paper analyzes network advertising on the status of our country whole beer industry.With the network advertising theory as the foundation ,this paper finds the problem and proposes the strategy from the network advertising environment and content. Then by Huarun snow beer as an example,this paper puts forward specific strategies to solve and discusses the trend of development of Huarun snow beer network advertising. 

    Network advertising  of our country beer industry has some problems such as enterprise of cognitive bias,imperfect evaluation system and advertising creative problem.This paper puts forward some countermeasures to solve these problems. The measures are following:1.The emphasis on leadership, staff training. The company make them aware of the importance of network advertisement,and study the network advertisement deeply.2.Determine the evaluation standard. According to the advertisement main different needs, different evaluation criteria  assess the effect of network advertisement.3.Form of innovation, in cooperation with the site. This paper also takes  Huarun snow beer for example.Its problem is the click rate is low and the lack of network hot spot.In order to make the network advertisement to obtain better communication effect, improve Internet users attention and enhance corporate brand image，this paper puts forward several suggestions:1.Strengthen the interaction with consumers, such as a micro-blog interaction, interactive video and discussion forum.2.The establishment of an effective network channels, such as video website, blog, community game.3.Cooperation with the large website.4.Establishing the network activity.With the value of network expansion, the network advertising of Huarun Snow Beer will integrate with traditional media cooperation, communication, and its website content will be more professional and innovative.

Keywords  Beer industry  Advertising network  Huarun snow beer