摘要
随着新媒体技术的迅猛发展，传统广告媒介与新兴数字平台之间的融合已成为行业发展的必然趋势。本研究旨在评估新媒体环境下广告媒介融合策略的有效性，通过分析媒介融合对广告传播效率、受众接受度及品牌价值提升的影响，探索优化广告传播效果的路径。研究采用定量与定性相结合的方法，基于问卷调查和深度访谈收集数据，并运用结构方程模型对样本数据进行实证分析。结果显示，媒介融合显著提升了广告信息的触达率和用户参与度，同时增强了品牌形象的认知度与忠诚度。此外，研究发现内容创新、技术支持和用户互动是影响媒介融合效果的关键因素。本研究的创新点在于首次将媒介融合理论与广告传播实践相结合，构建了适用于新媒体环境下的广告效果评估框架，为广告主和媒体平台提供了科学决策依据。研究成果不仅深化了对媒介融合机制的理解，还为广告行业的转型升级提供了重要参考，具有较高的理论价值和实践意义。
关键词：媒介融合；广告传播效果；新媒体环境；品牌价值提升；用户互动
Abstract
With the rapid development of new media technology, the integration of traditional advertising media and emerging digital platforms has become an inevitable trend in industry development. This study aims to evaluate the effectiveness of media convergence strategies in the new media environment by analyzing the impact of media convergence on advertising communication efficiency, audience acceptance, and brand value enhancement, thereby exploring pathways to optimize advertising communication effects. A mixed-methods approach combining quantitative and qualitative methods was adopted, with data collected through questionnaires and in-depth interviews, and a structural equation model was utilized for empirical analysis of the sample data. The results indicate that media convergence significantly improves the reach of advertising information and user engagement while enhancing brand recognition and loyalty. Furthermore, the study reveals that content innovation, technological support, and user interaction are key factors influencing the effectiveness of media convergence. The novelty of this research lies in its pioneering combination of media convergence theory with advertising communication practice, constructing an evaluation fr amework for advertising effectiveness tailored to the new media environment, thus providing a scientific basis for decision-making for advertisers and media platforms. The research not only deepens the understanding of the mechanisms of media convergence but also offers crucial references for the transformation and upgrading of the advertising industry, demonstrating significant theoretical value and practical implications.
Keywords：Media Convergence; Advertising Communication Effect; New Media Environment; Brand Value Enhancement; User Interaction
目 录
摘要 I
Abstract II
一、绪论 1
(一) 新媒体环境下广告媒介融合的背景分析 1
(二) 广告媒介融合策略有效性评估的研究意义 1
(三) 国内外研究现状与发展趋势 1
(四) 本文研究方法与技术路线 2
二、广告媒介融合策略的理论基础与框架构建 2
(一) 媒介融合的核心概念与内涵 2
(二) 广告媒介融合的理论支撑体系 3
(三) 融合策略的有效性评估框架设计 3
(四) 案例视角下的理论应用分析 4
三、新媒体环境对广告媒介融合策略的影响机制 4
(一) 新媒体传播特征及其对广告的影响 4
(二) 用户行为变化对融合策略的挑战 5
(三) 数据驱动在广告媒介融合中的作用 5
(四) 技术创新对融合策略效果的提升 6
四、广告媒介融合策略有效性评估的实证研究 6
(一) 评估指标体系的设计与优化 6
(二) 实证研究方法与数据来源分析 7
(三) 融合策略实施效果的定量评估 8
(四) 研究结果与问题探讨 8
结 论 10
参考文献 11
