1、蘇州大學(xué)碩士學(xué)位論文我國(guó)互聯(lián)網(wǎng)植入式營(yíng)銷傳播研究姓名：于春園申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：王軍元20080501ResearchonProductPlacementintheNetworkinChinaAbstractResearchonProductPlacementintheNetworkinChinaAbstract而esuperiorityofproductplacementisobviousItbreakstheli

2、neofdefenseinaudiences’mindeasilyandcovertlywhichgreatlyboostupthevalidityofthecommunicationCharacterizedbyinteraction，accurateness，lowcostandhi曲efficiencythenetworkprovidesawideplatformforproductplacementFromtheperspect

3、iveofinformationtransmissiontogetherwiththeconsiderationfromthefieldsofcommunication，marketingandpsychologythisthesismakesasummaryofboththeoryandpracticeofproductplacementinthenetwork1hethesisintroducesthetheoreticalbase

4、，thecommunicationcourse，theindustrychainandtheoperationflowofproductplacementinthenetworkThen，theauthoranalyzestheplacementpatternonvariousplatformsinthenetworkanddescribesaudiences’cognitionresponsemodelBasedonthetheory

5、ofIntegratedMarketingCommunicationTheauthorholdstllatthepracticeofproductplacementinthenetworkoughttoensurethecorrespondenceoftheappealobjectofthebandandthecarriertheaccordanceoftheplacedbandandtheenvironment，thecooperat

6、ionwithebusinessandbelowthe1inemarketingandtheintegrationofvariousplacementmeans，whichcallgivetheaudiencesfavorableexperienceInthewholeoperationflowtheeffectCanbeaffectedbylotsoffactorsKeyWords：ProductPlacementintheNetwo