互动电视品牌体验营销研究
发布时间：2019-06-19 04:28
【摘要】： 互动电视作为新媒体革命的核心,正吸引着越来越多的人才和资本的参与,技术准备和市场培育已基本完成,竞争势态开始显现。本文探讨的课题就是互动电视运营商如何通过品牌体验营销来建立自己的品牌竞争优势。互动电视的品牌营销本身是一个较新的课题,本文试从品牌营销和互动电视两个维度进行理论梳理,进而得出了本文对互动电视品牌体验营销的定义和理解。然后在互动电视受众分析的基础上,提出互动电视品牌体验营销的价值定位应该是个性化,在个性化的前提下,本文从互动电视品牌的认知、内容、服务、受众关系、离播工具、借力传统品牌七个方面提出品牌体验战略,同时尝试构建一个互动电视品牌体验的最佳平台——互动电视门户,具体分析了互动电视门户的品牌体验营销,并探讨了基于互动电视门户的七个利润增长点,因为盈利是互动电视品牌营销的最基本保证。最后,本文选择了上海文广百视通的IPTV作为典型案例,对其品牌营销进行了分析,并提出了基于本文研究的品牌营销建议。整个研究得出的结论是:品牌体验营销是贴合互动电视技术和运营特点的品牌营销方式,互动电视的互动价值能够通过品牌体验营销实现价值最大化,互动电视运营商策划和实现互动体验的能力决定着互动电视品牌的竞争地位。
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G211-F
本文编号：2502090
[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.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G211-F
【引证文献】
相关期刊论文 前1条
1 陆晓华;;论品牌体验[J];赤峰学院学报(自然科学版);2011年08期
相关硕士学位论文 前4条
1 束玉洁;饭店品牌体验研究[D];安徽师范大学;2010年
2 林曦;三网融合时代我国有线数字电视的营销策略[D];重庆大学;2010年
3 杨晓菊;基于顾客感知价值的一汽大众汽车品牌体验研究[D];大连海事大学;2013年
4 王培;基于家庭信息平台的高清互动业务品牌运营研究[D];华南理工大学;2013年
，本文编号：2502090
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