电视融合电商的传播互动研究.docVIP

PAGE PAGE 20 电视融合电商的传播互动研究 摘要 本文就电视融合电商的传播互动进行研究讨论，此番研究对于电视综艺节目的创新模式进行研究和对比，同时也对电子商务融合电视节目的新型创新互动也作出了研究。就目前电视综艺的发展状况、电商运作的成长情况来看，仍存在较大的合作空间，论文对电视融合电商的传播互动问题的研究意义、传统电视与电商的结合传播——以“快乐淘宝”的《越淘越开心》为例、综艺节目的创新传播互动传播方式——以《女神的新衣》为例与总结新融合的传播结合方式进行细化研究，从各方面着手研究在T2O模式下，电视融合电商进行的传播的互动。论文主要以《女神的新衣》这档时尚综艺节目为切入点研究其节目传播互动的突破点，包括其新模式、品牌的双赢合作以及其节目的衍生开发和传播能力。 关键词：电视电商融合传播互动 T2O The interaction research of the transmission of television fusion e-commerce Abstract In this paper, on the dissemination of interactive television fusion electricity supplier research and discussion, overwhelmed research for innovative models to study television variety and contrast, as well as e-commerce integration of new and innovative interactive TV programs have also made research. On the current developments and the growth of e-commerce operation of television variety shows of view, there are still large room for cooperation, integration of research papers on the significance of television spread electricity supplier interaction problems, traditional TV combined with electricity suppliers spread - to Happy Taobao and more Amoy more fun for example, innovative interactive mode of transmission variety show - with Goddesss New Clothes for example, and summarize the spread of the new fusion research combines refined manner, all aspects of research T2O interactive fusion propagation mode. The main thesis of Goddesss new clothes fashion variety show this file as a starting point to study the spread of interactive programming breakthrough, including derivative development and dissemination capabilities of its new model, the brand and its win-win cooperation program. Keywords: television e-commerce fusion transmission interaction T2O(tv to online) 一、电视融合电商的传播互动问题 （一） 、研究意义 1.理论意义 营销与综艺合二为一的整合营销模式正在进入人们的生活，不断地进行自我发展，广告主可以在这种营销模式中更为含蓄地表达，或者是宣传以及传播品牌，受众也在潜移默化中接受商品信息，实现更为有效的品牌传播，以增加商品销量，增加品牌曝光度，提升品牌美誉度。电商企业融入电视综艺是一个极佳的切入点，娱乐节目既可以趣味性吸引高收视率，又能在较为轻松欢乐的娱乐氛围中保证品牌营销信息的传播。电视综艺和商品营销整合唯一将是大势所趋，这将是一条塑造企业形象、提升品牌知名度、赋予企业情感、文化