论文部分内容阅读
随着中国城市格局的不断优化,小城镇的发展也迅猛起来。同样,随着广告在城市中的遍地开花,广告在小城镇也逐渐变得习以为常。小城镇广告市场是广告行业进军广袤的农村市场的大门,所以研究广告对小城镇居民的消费影响就尤为重要。本文将以江苏省淮安市范集镇为案例,通过对范集镇展开实地调研问卷调查的统计和分析,来分析小城镇的广告形态、研究广告对于小城镇居民消费行为的影响大小两个部分。同时,本文还就当地城镇的广告现状及居民消费意识提出了相应的广告投放的方向指引。旨在为当地广告主提供营销策略的实地参考数据,也希望以此推动小城镇的广告发展进程。
With the continuous optimization of the urban structure in China, the development of small towns is also swift and violent. Similarly, as ads popularize in the cities, advertising is gradually becoming more commonplace in smaller towns. Small town advertising market is the advertising industry into the vast rural market door, so the study of advertising on the consumption of small town residents is particularly important. Based on the case of Fanji Town, Huaian City, Jiangsu Province, this article will analyze the advertisement form of the small town through the statistics and analysis of the questionnaire survey conducted by the Fanji Town on the spot, and study the influence of advertising on the consumption behavior of the small town. At the same time, this article also put forward the guidelines for advertising on the current status of urban advertising and consumer awareness. Designed to give local advertisers on-site marketing strategy reference data, but also hope to promote small towns advertising process.