网络背景下的电视传媒营销模式研究  

Research on the Mode of TV Media Marketing under the Network Background

作　　者：郭毓东[1] 刘丹[1] 王伟凡 范天铭 张臻 GUO Yu-dong;LIU Dan;WANG Wei-fan;FAN Tian-ming;ZHANG Zhen(Hunan University of Technology,Zhuzhou 412008,China)

机构地区：[1]湖南工业大学,株洲412008

出　　处：《价值工程》2018年第10期168-169,共2页Value Engineering

基　　金：2015年湖南省大学生研究性学习和创新性实验计划项目(湘教通[2015]269号文件327号)

摘　　要：电视传媒营销以其形声兼备、深入家庭、娱乐性和购买力高等特点长期以来备受商家的青睐,但是面对以互联网为载体的互联网的挑战,存在制作成本高、播放时间和次数受限、宣传过多易引起用户反感等弊端。而网络营销的是伴随信息技术、网络技术的发展而发展的,具有营销成本低、便捷、速度快、受众多、个性化等特点,但同时也存在虚假报道多、监控不严等问题,在当今信息化技术飞速发展的时代,如何将电视传媒与网络能力融合起来,进一步挖掘电视传媒营销的潜力,是一个需要持续研究的问题。The television media marketing to the family,both pictophonetic and in-depth entertainment and high purchasing power has long been favored by businessmen,but in the face of the challenges of the Internet,there are many disadvantages such as high production cost,limited time and frequency of broadcast,excessive publicity easy to cause the user antipathy and so on.The network marketing development is accompanied with the development of information technology and network technology,has the characteristics of low cost,convenient,speed,audience and individuality,but there are also problems of false reports,strict monitoring,in the era of rapid development of information technology,how to combine TV media with network capability and further tap the potential of TV media marketing is a problem that needs to be studied continuously.

关 键 词：电视传媒营销 网络能力 模式 

分 类 号：F713.8[经济管理—广告]