The Communication Strategy Research Of Native Advertising

With the development of network society,concent marketing has gradually been becoming the mainstream trend.Consumers only find the information,which has relation with them and they will search resources through a variety of channels.In such a trend,emerge as the time require native advertising. In the all media environment background,which advancing in digital technology and consumption habits chang,how to raise the brands’ viscosity and move the consumers accuratlly become advertising marketing problems need to be solved.The native advertising points out the direction of advertising becomes content and brands into life and make it be possible,which marketing for media environment likes native.The native advertising looks users as the core and show its promotion function in audience demanding,media value,brand communication,and so on has becoming an important choice in the all media communication time.In the study of native advertising,the question of scholars is how to make the communiacation effection improve better. Based on the review of related research at home and abroad, the development of native advertising,native marketing and advertising communication effect of native literature and theory in this paper.Combined with the Chinese native advertising development of their own characteristics,and analyse the primary advertising communication model in theoretical; combined with the classic original marketing successful cases,analyse in real case and research the propagation mode and the development strategy of native advertising by theoretical analysis to explore the future development strategy of native advertising.The whole text is devided into four parts.The first part introduces the research background,significance purpose,method and content from the overall,at the same time hackles the native advertising research status at home and aboad.The second part is the analyzation and summary of the concept,emerge background,characteristics and manifestations of native advertising. The third part is that author explore the process of transmission from the dissemination study angle and combine with the mode of transmission of advertising,marketing and other multidisciplinary research of native advertising.The fourth part points out the problems and difficulties encountered of our country in the development of the native advertising and put forwards the relatively objective reasonable solution strategy and suggestions to explore the future development strategy of native advertising.In this paper, the innovation and value lies in the native advertising carding a clear theoretical system and analysef the existing problems in the development of native advertising and study its development strategy closely around the propagation process of manifestation and the mode of communication. The author hope have a certain guiding significance to the current and future development practice of our country native advertising through this study.