论文：浅析楼宇电视的发展态势.doc

浅析楼宇电视的发展态势 修虹 【摘要】 2002年楼宇电视开始在中国出现，以精确直达目标受众群，成长迅猛，在商务楼宇、商厦、餐厅、酒吧、KTV、健身会所以及居民高层住宅楼的电梯入口或电梯内壁，滚动播出商业广告，低干扰、低成本、主动收视、高频次播出等特点，被行中“两只巨鳄”的分众传媒、聚众传媒，以加盟、并购等形式占据了我国大片市场，竞争异常激烈。于是，一股新生力量正充斥着人们的生活，这一形势成为中国新兴产业的又一发展新媒体。 【关键词】楼宇电视 发展 态势 新媒体 Analysis on the Development of Building TV XiuHong Abstract: 2002 building television began in china, with precise a direct target by the group, grew up in business premises, a great mansion, restaurants, bars, ktv, and fitness club and the residents of the high-rise apartment buildings or the entrance of the interior, the tv commercial, interference and low cost, the initiative contracting ones vision, on the characteristics of high frequency time, the two huge jaws the danger of the media, the media, in addition, mergers and acquisitions, form a large market, our competition is fierce.The key words Office-building lcdtv development reaction new media Keyword: office-building tv develop state new media 目 录 摘要..............................................................................................................................................1 1 中国电视产业的诞生、发展……………………………………………………………..3 1、1中国电视产业的诞生背景………………………………………………………...3 1.2 中国电视产业的发展带动楼宇液晶电视新兴产业的兴起.........................................................................3 2 楼宇电视的定义、发展历程...............................................3 2.1 楼宇液晶电视的定义.................................................3 2.2 楼宇液晶电视在中国的发展情况.......................................3 2.3 两大楼宇电视巨头的合并.............................................4 3 楼宇电视内容的定位、特点...............................................4 3.1 楼宇电视广告对受众的定位...........................................4 3.2 楼宇电视广告的特点.................................................5 4 楼宇液晶电视发展的制约.................................................7 4.1 楼宇液晶电视内容发展之路面临的两面性...............................7 4.2 楼宇电视播放广告的局限性...........................................7 5 楼宇电视发展案例分析...............................................