国内台球用品广告文案创作研究
摘 要
中国台球运动自80年代起步，到了90年代已经开始走向成熟，进入21世纪之后，台球俱乐部颠覆了传统的台球厅概念，升级为一种以台球运动为主要娱乐载体的休闲、娱乐、体育运动场所。由于台球用品市场竞争的需要，另一方面也由于打球的人群体发生了改变，越来越多的白领阶层、中高收入人群在加入到台球的行列，因此国内出现了各类有关台球用品的广告。本文介绍了台球运动在我国的发展历史，详细阐述了国内台球用品市场的概况，分别对国内一线城市，二三线城市和细分市场作出深入的分析；由于台球用品市场竞争的需要，另一方面也由于打球的群体发生了改变，越来越多的白领阶层、中高收入人群加入到台球行列，因此国内出现了各类有关台球用品的广告；纵观国内外台球用品广告，我们发现国内台球用品广告整体上还是可圈可点的，无论从其广告内容表现的吸引力、广告文案创造的感染力、还是其广告回馈效果，各方面都不错；但我国现有的台球用品广告文案都存在一个共同的问题，就是大部分的台球用品广告都趋于理性化，另外文案创作的形式和内容上存在着不足之处。根据对目前国内台球用品市场及台球用品广告现状的研究分析，笔者分别从电视广告、杂志广告、报纸广告和网络广告四个方面着手，提出了解决国内台球用品广告文案创作中所存在问题的方法。
关键词 台球用品 广告文案 创作
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Domestic Billiards Supplies Advertisement Creation Research Abstract
China billiards sports since the 80 s, started in the 90 s has started to mature, in the 21 st century after, billiards club revolutionized the table tennis hall, upgraded to a concept to billiards sports as the main entertainment carrier of leisure, entertainment, sports venue. Due to the needs of the market competition billiards supplies, on the other hand also due to play group changed, more and more white-collar, higher income people to join the ranks of the pool, so home appeared all kinds of relevant billiards supplies ads. This paper introduces the billiards sports history in the development of our country, this paper expounds the general situation of the domestic billiards products market respectively, the country a city, two three city and segment the market make in-depth analysis; Due to the needs of the market competition billiards supplies, on the other hand also because the group play changed, more and more white-collar, higher income people join the ranks, and domestic billiards appeared all kinds of relevant billiards supplies advertisement; In domestic and foreign products, we found that the advertising billiards domestic billiards supplies advertisement is overall highlights of the advertising, whether from the presentation of the content of the advertisement creation appeal, appeal, or its advertising feedback effect, various aspects are good; But our country's existing billiards supplies advertisement in a common problem, is most of the billiards supplies advertisement all tend to rational, another document creations on the form and content of some shortcomings. According to the current domestic billiards products market and billiards supplies advertising the research of the current situation, the author analyzed respectively from the TV ads, magazine ads, newspaper advertising and Internet advertising from four aspects, and puts forward some solutions to domestic billiards supplies advertisement creation of the method of the existing problems.
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