新媒体分众广告时代的大众回归.pdf

摘要 每个时代都存在着新旧媒体的相互交锋。从 19 世纪 30 年代大众报刊的诞 生，到广播、电影、电视、互联网等等媒体的相继出现，传媒业时刻都在历经 新旧媒体对于市场和受众的争夺。新媒体在今天已经成为炙手可热的话题，其 急速发展的态势，打消了人们的诸多疑虑。鉴于目前新媒体发展的趋势，本文 在阐述数字列车电视演变过程的同时，着重探讨了它的传播特色，从而依据它 的发展现状，寻求有效的广告营销策略。 本文首先对数字列车电视的演变进行了概述。从新媒体、数字移动电视到 数字列车电视层层递进，从不同侧面对数字列车电视的概况和发展历程进行了 详细的阐述，并深入分析了它目前的市场状况。 其次，本文对于数字列车电视的传播特色进行了剖析，在此基础上，提出 数字列车电视区别于同类媒体向大众媒体回归的观点。数字列车电视本身的特 点，尤其是受众的特殊性决定了其大众媒体倾向。它的受众规模巨大，而其分 散性、异质性、及流动性等特性都是典型的大众特点。而后本文将数字列车电 视与同类媒体进行了比较，更加清晰的看到它的大众化趋势。 正是因为数字列车电视对于大众媒体的回归，势必要在它的广告营销策略 上有所调整。最后，在研究结论的基础上，本文提出了现阶段数字列车电视在 广告营销上的一些有效策略。认为它在广告营销上要采用一些特殊策略并且有 一些必要的回避。笔者将其分类、归纳为四大策略，分别是受众研究策略、客 户策略、节目策略和捆绑策略。 关键词：数字列车电视；大众；广告营销策略 Abstract There are new media and old media in each period. Newspaper was born in 1930s, after that broadcast, movie, television, internet and so on appeared one after another. New media and old media struggle for the market and the audiences every time in media industry. Today new media already became the popular topic. People has given up much anxieties for it’s rapid development. This article tries to explains the evolvement of train digital TV, meanwhile, it discusses that the communication characteristic of train digital TV. And according to the present situation of train digital TV, I want to seek the effective advertising strategies. First , the article introduces the general situation and development course of train digital TV from new media, digital mobile television to train digital television. Then it emphasizes the occupancy of the market of train digital TV at present. Second, the article analyzes the communication characteristic of train digital TV, then puts forward that train digital TV is a mass media. Because the audiences of train digital TV are huge, disperse, heterogeneous and fluid. And it compares train digital TV to congener medias. From that