文档介绍：河北大学
硕士学位论文
台网联动的广告价值研究——以中国网络电视台为例
姓名:姚建惠
申请学位级别:硕士
专业:传播学
指导教师:李亚男
2011-06
摘要
摘要
随着网络的飞速发展,新媒体的崛起推动了“三网融合”的进行,广电网、互联网
和电信网的融合,引发了跨媒体、跨网、跨屏的运行模式,媒体行业正处在“三网融合”
的初期——台网联动阶段。广电系在新媒体步步紧逼的紧张形势下,并没有自乱阵脚,
而是扎实地开展了网络电视台的建设,积极地创新出新的合作模式为自身更好发展做准
备。从媒体混战,到如今的竞合共赢,争论的最终课题仍然是如何在广告上创收,而网
络电视台的出现为台网联动的广告营销战略提供更多的可能性,尤其具有代表性意义的
中国网络电视台,在广告营销战略上的具体行动,为台网联动的广告价值分析提供了有
力的依据。本论文从台网联动的广告价值入手,以网络电视台的广告营销策略和案例为
依据,进行了以下方面的研究:
1、详细介绍了台网联动的含义,以及开展台网联动的意义,并根据当前网络电视
台的发展,介绍了其发展现状。
2、根据中国网络电视台当前进行的广告营销案例,从四个方面归纳总结了其广告
营销策略。
3、依据在台网联动背景下,现有的成功的广告营销案例,从广告优势、引发的新
的广告形态和广告附加值三个方面,系统分析台网联动的广告价值。
4、分析台网联动广告营销过程中可能出现的问题,并对其发展前景进行展望。
作为“三网融合”的初期阶段,台网联动的广告价值研究,对于媒体下一阶段的发
展具有指导性和借鉴性的意义,在总结中发现问题,在归纳中寻找先机,才能可持续地、
和谐地发展下去。
关键词台网联动网络电视台广告价值
I
Abstract
Abstract
With the rapid development work, the rise of new media has pushed the development of the
"s fusion" , wide power grid, the and munications integration, triggered a
cross-media, across the screen,s, the operation mode, the media industry is in "s fusion"
initial - networks linkage stage. Radio and television department in the new media break-neck tense
situation, and not from random condition, but work television to carry out the construction of a
new, actively innovation cooperation mode to prepare for its own better development. From the media
scuffle, until now, the debate over petition win-win how is still in the final task on advertising
revenue, work TV has emerged as the advertisement marketing work linkage to provide
more possibilities, particularly representative of China'work television, meaning in advertising
marketing strategy for specific actions, the advertising value work linkage provides a strong
basis. This paper researches on the marketing value of works Linkage work television
advertising, marketing strategy,and case as the basis, the following research:
(1)Introducing the meaning work linkage, and launching stations linkage significance, and
according to the developme