Research On Native Advertising Strategy Based On The Perspective Of Flow Experience

With the development of mobile Internet and the advent of big data era,consumer habits have also changed.Under the current complex marketing environment,traditional online advertising cannot break through in form and concept,and the whole situation is in deadlock.The appearance of original advertisement changed the original marketing model,and brought new hope to the original deadlock situation with its advantages of high integration and heavy experience.In the process of the related literature,the author found that the study of native advertising is not rich now,mainly in the aspect of connotation development situation,characteristics,the lack of academic research.For the native advertising,one of the most important characteristics is that the entire browsing process not to bother the user experience,and "flow" theory is the user experience a very important aspect in the theory,is one of the most cited the concept of user experience theory,this paper will "flow" theory combined with the practice of the native advertising case,for the user flow and its relationship with native advertising between browsing behavior were studied.The thesis is divided into five parts.In the first part of the introduction,the background,significance and problems of the research are explained;The second part through to the native advertising research results at home and abroad gathered to determine the focus and direction,the article research and combining previous flow theory model put forward primary advertising from the point of view of positive impact the user flow;Third part reference for native advertising classification situation at home and abroad,in the form of display and carrying medium as the basis,divided into the current domestic native advertising main forms can be divided into a number native native advertising,search engine advertising and information native advertising,video native advertising and vertical applications native advertising,and combining the theory of flow through a lot of case analysis of all kinds of native advertising affect the dimension of ecg flow;The fourth part puts forward flow Angle,the native advertising pays attention to the consumer in the future practice experience,to maximize advertising effectiveness,accurate orientation audience,focus on improving content relevance,encourage interaction,with the audience of effective communication strategy;The fifth part summarizes the problems and difficulties of original advertisement in information overload,scale,advertising ethics,privacy and other aspects.The last part summarizes the whole paper and expresses the confidence in the value and potential of the original advertisement.It is hoped that the research of this paper can bring some enlightenment to the current and future development and practice of native advertising in China.