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论文编号：	13845
作者编号：	2120202934
上传时间：	2023/6/1 9:44:56
中文题目：	百度公司AI创意广告业务营销策略研究
英文题目：	Research on the marketing strategy of Baidu''''''''s AI creative advertising business
指导老师：	林润辉
中文关键字：	AI 创意广告；营销策略；创意广告；百度公司
英文关键字：	AI based creative advertising；Marketing strategy；Creative advertising； Baidu Company
中文摘要：	随着 Web3.0 时代的到来，AR、VR、智能语音对话等 AI 技术成为一种新型 的媒介载体，在新时代的信息传递过程中扮演着重要的角色。百度公司是国内 互联网领先的 AI 公司，在 PC 互联网时代凭借其搜索技术以及竞价广告业务迅 速崛起，近年来逐渐向 AI 技术公司转型。随着搜索市场份额的逐年下降，公司 迫切需要开辟新的广告市场以拉动收入增长，将 AI 技术与广告创意相结合成为 公司商业化部们的目标之一。本文的目的在于，针对百度公司的创新业务 AI 创 意广告设计行之有效的营销策略优化方案，使百度公司可以在当前激烈的市场 环境中脱颖而出，并进一步刺激市场需求以获得更高额的利润。 结合 AI 创意广告业务的实际经营情况，在充分了解行业发展背景及百度公 司运营现状的基础上，本文应用营销管理相关理论，对 AI 创意广告业务的营销 策略提出了优化建议。文章首先运用 PEST 理论从政治、经济、社会、技术方面 总结了我国 AI 营销行业的宏观环境特点，接着运用波特五力模型逐一剖析百度 公司在 AI 营销领域的主要竞争者、潜在替代者以及广告主的溢价能力等竞争因 素，随后运用 SWOT 分析工具对 AI 创意广告业务的运营现状和营销中存在的问 题开展了深入的分析。最后运用 STP 理论基于百度公司 AI 创意广告业务的自身 优势和客群特点进行了市场选择以及市场定位，运用 7Ps 营销理论从产品、渠道、 促销、定价、人员服务水平等方面提出营销策略的优化方案与建议，并设计了 相对应的保障措施来支撑策略的执行。 百度是国内互联网行业领先的 AI 技术公司，是互联网营销领域的巨头企业， 文章中针对百度公司创新业务提出的营销策略解决方案，对于应对未来 AI 营销 领域技术商业化的相关问题具有一定的参考价值，对互联网营销行业的发展具 有积极意义。
英文摘要：	With the advent of the Web 3.0 era, AI technologies such as AR, VR, and intelligent voice conversations have become a new type of media carrier, playing an important role in the information transmission process of the new era. Baidu is a leading AI company in the domestic Internet. In the era of PC Internet, Baidu has rapidly emerged with its search technology and competitive advertising business, and has gradually transformed into an AI technology company in recent years. With the declining share of the search market year by year, the company urgently needs to open up new advertising markets to drive revenue growth. Combining AI technology with advertising creativity has become one of the goals of the company's commercialization departments. The purpose of this article is to design effective marketing strategy optimization solutions for Baidu's innovative business AI based creative advertising, so that Baidu can stand out in the current fierce market environment and further stimulate market demand to obtain higher profits. Based on the actual operation of AI's creative advertising business and a thorough understanding of the industry's development background and the current operating situation of Baidu, this article applies marketing management related theories to propose optimization suggestions for the marketing strategy of AI's creative advertising business. The article first uses the PEST theory to summarize the macro environmental characteristics of the AI marketing industry in China from the political, economic, social, and technical aspects. Then, it uses the Porter Five Forces Model to analyze the main competitors, potential substitutes, and premium capabilities of advertisers in the AI marketing field of Baidu Company one by one. Subsequently, it uses SWOT analysis tools to conduct in-depth analysis of the operational status of AI based creative advertising business and the existing problems in marketing. Finally, based on the advantages and customer characteristics of Baidu's AI based creative advertising business, the STP theory was used to conduct market selection and positioning. The 7Ps marketing theory was used to propose optimization plans and suggestions for marketing strategies from aspects such as Abstract products, channels, promotions, pricing, and personnel service levels, and corresponding safeguards were designed to support the implementation of the strategy. Baidu is a leading AI technology company in the domestic Internet industry and a giant enterprise in the field of Internet marketing. The marketing strategy solutions proposed in this article for Baidu's innovative business have certain reference value for addressing issues related to the commercialization of technology in the future AI marketing field, and have positive significance for the development of the Internet marketing industry.
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