关于我国数字电视广告发展的文献综述-人文社会科学学院.doc

PAGE PAGE １０ 本科生专业文献综述 题 目: 关于我国数字电视广告发展的文献综述 姓 名: 姜晰妍 学 院: 人文社会科学学院 专 业: 公共事业管理 班 级: 公管51 学 号: 2235126 指导教师: 李明 职称: 讲师 200 南京农业大学教务处制 关于我国数字电视广告发展的文献综述 公共事业管理专业学生 姜晰妍 指导教师 李 明 摘要：在数字化技术发展应用背景下，数字化是电视发展的必然趋势。本文从中国数字电视广告的发展现状出发，综合研究了2000年至2008有关中国数字电视广告发展的文献。从四个主要方面整理归纳，首先，介绍了学者对传统电视广告和数字电视广告的一些权威界定；其次，区别了数字电视广告与传统电视广告的区别；再次，分析了数字电视广告发展的瓶颈；最后，针对数字电视广告发展的瓶颈而提出的解决方案，总结出几个具有代表性的观点并提出自己的看法。 关键词：数字电视;电视广告;广告互动;发展趋势 An Literary Review of Our Country Digital Television Advertisement Development Student majoring in Public Administration JIANG Xiyan Tutor LI Ming Abstract:with the development of scientific technology, the digitization is the inevitable trend which the television develops. This article concern on current situation about development of Chinese digital television advertisement, referring to related literature about Chinese digital television advertisement development from 2000 to 2008. These materials conclude on four principal aspects. first, introducing authoritative definition to the traditional television advertisement and digital television advertisement launched by the scholar. second, distinguishing the difference between the digital television advertisement and the tradition television advertisement. In addition, analyzing the reason for developing bottleneck of digital television advertisement, Finally, providing the solution to solve the problem of digital television advertisement developments bottleneck, and proposing several representative view and my own opinion. key word: Digital television; Television advertisement; Advertisement interaction; Trend of development 在数字化技术发展应用背景下，数字化是电视发展的必然趋势。中国的电视数字化进程也取得了显著成果。目前，我国已经制定了数字电视转换时间表，数字电视被列为“十一五”重点规划项目，预计到2008年我国的数字电视用户将达到3800万。这表