| 李双玲.聚焦用户需求的营销广告研究[J].包装工程,2016,37(16):60-63. |
| 聚焦用户需求的营销广告研究 |
| The Marketing Advertisement Research Focus on User Centered Design |
| 投稿时间：2016-04-17 修订日期：2016-08-20 |
| DOI： |
| 中文关键词: 用户需求 产品属性 广告特点 广告表现 |
| 英文关键词: user centered design product attribute advertising characteristics advertising performance |
| 基金项目:校级科研项目（14YCKW025） |
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| 中文摘要: |
| 目的了解商品对用户的物理属性及人格属性，发现用户与商品的关系，探究用户对商品的物性及人性需求，寻找打动用户的广告特点，帮助营销广告设计。 方法 结合前人研究理论，通过市场调查，了解用户对商品物性和人性方面的需求及用户对广告的认知看法。 结果 了解用户心中所想和发现广告特点才能根据广告特点进行营销广告设计。 结论 经济进步促进了人与物关系的发展，用户对商品物性之上的人性产生了强烈需求。广告作为商品的表现手段，不仅要对商品的物性进行充分的表达，而且还要合理适度地表现商品的人性特质，商品人性特质的表现与广告特点有对应关系。 |
| 英文摘要: |
| In order to understand the cognition of the user's mind on the physical attributes and personality attributes of the product, it discovers the relationship between the user and the product, explores the user's demand for the physical attributes and personality attributes of the product, founds the characteristics of the marketing advertising, and help the design of marketing advertising. Combined with the theory of predecessors' research, through the market survey, it understands the user’s demand for the physical attributes and personality attributes of the product, and discovers the user's perception of advertising. To understand the needs of users in mind, looking for the characteristics of advertising can help marketing advertising design. The progress of economy promotes the development of the relationship between the human and material, the user has a strong demand for the personality attributes of the product, the advertising as a means of commodity's performance, not only to the physical attributes of commodity to fully express, as well as reasonable moderate performance of personality attributes of the product. The physical attributes and personality attributes of the product is corresponding to the performance of advertising features. |
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