互联网时代省级卫视综艺节目跨屏互动营销研究-传播学专业论文.docxVIP

core-competitiveness．Although core-competitiveness．Although the major provincial TV variety show has achieved good results through across—screen interactive marketing model，but due to problems on simplification of across—screen interactive mode，failure on target audience accurately positioning，lack of effective evaluation mechanisms and limitation on across-screen technology etc．If Our provincial TV variety show want to achieve a breakthrough and sustainable development，they must make extra effort on across。screen interactive marketing combination，accurate position on target audience， perfection of evaluation mechanisms，deepen on technological transformation etc． Therefore，under background of this broad intemet age，the China provincial satellite TV variety show must boldly develop to across-screen interactive marketing strategy．Implement of across-screen three-dimensional combination，root of positioning data,perfection of efficiency evaluation mechanism，improvement of technological innovation，which will all enhance application effect of across．screen interactive marketing to a certain extent．Through across．screen interactive marketing， it carl bring provincial satellite TV variety show with new opportunities for development，get rid of bottlenecks and enhance their competitiveness in intemet age． Key words：the age of the Internet；TV variety show；Across the screen interactive marketing； 万方数据 目 目 录 1绪论 ．．1 1．1研究背景和意义 ．】 1．1．1研究背景 】 1．1．2研究意义 2 1．2国内外研究现状 ．2 l-2．1国内研究现状 2 1．2．2国外研究现状 5 1．3研究内容与方法 ．5 1．3．1研究内容 5 1．3．2研究方法 6 1．4研究的创新点与不足 ．．6 2跨屏互动营销的动因分析及其营销理论概述 ．7 2．1跨屏互动营销的动因 ．7 2．1．1互联网与数字媒体的迅猛发展 7 2．1．2受众接受信息行为的改变 8 2．1．3互动形式发生的变化 9 2．2跨屏互动营销的理论概述 ．．10 2．2．1跨屏营销 ．10 2．2．2互动营销 ．11 2．2．3跨屏互动营销 ．11 3省级卫视综艺节目营销发展流变 14 3．1产品为主：内容营销与品牌营销 ．．14 3．1．1注重节目内容营销 ．14 3．1．2构建节目品牌营销 ．15 3．2消费者为主：社交营销与粉丝营销 ．．16 3．2．1社交营销成主流 ．16 3．2．2粉丝营销掀热潮 ．17 3．3体验为主：精准营销与跨屏互动营销 ．．18 3．3．1精准营销成常态 ．18 3．3．2跨屏互动营销成趋势 ．18 万方数据 4互联网时代省级卫视综艺节目跨屏互动营销的现状 4互联网时代省级卫视综艺节目跨屏互动营销的现状 ··20 4．1跨屏互动营销呈井喷式发展 ··