【摘要】： 互動(dòng)電視作為新媒體革命的核心,正吸引著越來越多的人才和資本的參與,技術(shù)準(zhǔn)備和市場(chǎng)培育已基本完成,競(jìng)爭(zhēng)勢(shì)態(tài)開始顯現(xiàn)。本文探討的課題就是互動(dòng)電視運(yùn)營(yíng)商如何通過品牌體驗(yàn)營(yíng)銷來建立自己的品牌競(jìng)爭(zhēng)優(yōu)勢(shì)�；�(dòng)電視的品牌營(yíng)銷本身是一個(gè)較新的課題,本文試從品牌營(yíng)銷和互動(dòng)電視兩個(gè)維度進(jìn)行理論梳理,進(jìn)而得出了本文對(duì)互動(dòng)電視品牌體驗(yàn)營(yíng)銷的定義和理解。然后在互動(dòng)電視受眾分析的基礎(chǔ)上,提出互動(dòng)電視品牌體驗(yàn)營(yíng)銷的價(jià)值定位應(yīng)該是個(gè)性化,在個(gè)性化的前提下,本文從互動(dòng)電視品牌的認(rèn)知、內(nèi)容、服務(wù)、受眾關(guān)系、離播工具、借力傳統(tǒng)品牌七個(gè)方面提出品牌體驗(yàn)戰(zhàn)略,同時(shí)嘗試構(gòu)建一個(gè)互動(dòng)電視品牌體驗(yàn)的最佳平臺(tái)——互動(dòng)電視門戶,具體分析了互動(dòng)電視門戶的品牌體驗(yàn)營(yíng)銷,并探討了基于互動(dòng)電視門戶的七個(gè)利潤(rùn)增長(zhǎng)點(diǎn),因?yàn)橛腔?dòng)電視品牌營(yíng)銷的最基本保證。最后,本文選擇了上海文廣百視通的IPTV作為典型案例,對(duì)其品牌營(yíng)銷進(jìn)行了分析,并提出了基于本文研究的品牌營(yíng)銷建議。整個(gè)研究得出的結(jié)論是:品牌體驗(yàn)營(yíng)銷是貼合互動(dòng)電視技術(shù)和運(yùn)營(yíng)特點(diǎn)的品牌營(yíng)銷方式,互動(dòng)電視的互動(dòng)價(jià)值能夠通過品牌體驗(yàn)營(yíng)銷實(shí)現(xiàn)價(jià)值最大化,互動(dòng)電視運(yùn)營(yíng)商策劃和實(shí)現(xiàn)互動(dòng)體驗(yàn)的能力決定著互動(dòng)電視品牌的競(jìng)爭(zhēng)地位。
[Abstract]:As the core of the new media revolution, interactive television is attracting more and more talents and capital to participate in. Technological preparation and market cultivation have been basically completed, and the competitive situation has begun to appear. The topic discussed in this paper is how to establish their own brand competitive advantage through brand experience marketing. The brand marketing of interactive TV itself is a relatively new subject. This paper tries to sort out the brand marketing and interactive television theoretically from the two dimensions of brand marketing and interactive television, and then obtains the definition and understanding of interactive TV brand experience marketing in this paper. Then, on the basis of the analysis of interactive TV audience, this paper puts forward that the value orientation of interactive TV brand experience marketing should be individualization. Under the premise of individualization, this paper puts forward the brand experience strategy from seven aspects of interactive TV brand cognition, content, service, audience relationship, off-broadcast tool and traditional brand, and at the same time tries to build the best platform of interactive TV brand experience-interactive TV portal. This paper analyzes the brand experience marketing of interactive TV portal, and probes into seven profit growth points based on interactive TV portal, because profit is the most basic guarantee of interactive TV brand marketing. Finally, this paper selects the IPTV of Shanghai Wenguang Baitong as a typical case, analyzes its brand marketing, and puts forward the brand marketing suggestions based on this paper. The conclusion of the whole study is that brand experience marketing is a brand marketing method which fits the characteristics of interactive TV technology and operation. The interactive value of interactive TV can maximize the value through brand experience marketing. The ability of interactive TV operators to plan and realize interactive experience determines the competitive position of interactive TV brand.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G211-F

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號(hào)：2502090