5G时代数字传播环境下的“多媒体广告”市场营销模式研究  

Multimedia Advertising Marketing Mode in the Digital Communication Environment of 5G Era

作　　者：曾军梅[1] ZENG Junmei

机构地区：[1]西安工程大学,陕西西安710048

出　　处：《商业经济》2021年第6期62-63,112,共3页Business & Economy

基　　金：2020年西安市社会科学规划基金:丝绸之路西域段石窟图案艺术发展研究(ZX119).

摘　　要：2019年为5G元年,5G时代数字传播给“多媒体广告”市场营销带来了新变化,衍生出AR广告营销、VR广告营销、物联网广告营销等多种营销模式。5G时代数字传播背景下,构建市场营销模式应注重互动精准传播,构建网状营销结构,彰显人文情怀,同时加强文化体验,以实现传统广告与“多媒体广告”的良好衔接,最大化激发出5G时代数字传播的优势。2019 is the first year of 5G.Digital communication in 5G era has brought new changes to the marketing of multimedia advertising,which has derived AR advertising marketing,VR advertising marketing,Internet of things advertising marketing and other marketing modes.Under the background of digital communication in 5G era,the construction of marketing mode should pay attention to interactive accurate communication,construct network marketing structure,highlight humanistic feelings,and strengthen cultural experience,so as to realize the good connection between traditional advertising and multimedia advertising,and maximize the advantages of digital communication in 5G era.

关 键 词：5G时代 数字传播 多媒体广告 市场营销 

分 类 号：F713.8[经济管理—广告] G206[经济管理—产业经济]