| Title | Study on Strategy of Digital TV Marketing under the Background of Media Convergence |
| Abstract | URL:http://www.it-paper.com/study-on-strategy-of-digital-tv-marketing-under-the-background-of-media-convergence-2.html With the extensive use of digital technology and the rapid development of communication of network, “media convergence” has become the most obvious trend in media reform process. Today, the development of all media will be effected by media convergence inevitably, with no exception of digital TV. Under this background, this paper proposed the strategy of digital TV marketing under the background of media convergenceFirstly, this paper did a research on the concept of media convergence from several points of view in a macroscopic way and did a qualitative analysis of macroscopic environment of media convergence from the social, technical, economic and policy aspects, using the classic tools – STEP analysis model of environment analysis. Secondly, this paper analyzed the overall effect of digital TV industry affected by media convergence. Then, it also analyzed the changes brought by media convergence- the change from passive audience to the “user”, the change from the public to “Focus”, and the new trend of the media market applying the latest marketing theory-”the Long Tail Theory”. Thirdly, this paper did an analysis of the environment of Digital TV marketing from the market environment and the competitiveness of industry: in aspect of market environment, it did the analysis from market supply and the consumer; in aspect of the competitiveness of industry, it did the analysis of the competitive situation of digital TV from the well-known management experts Porter’s “five elements” theory of the competitive dynamics of digital television. Finally, after the layers of in-depth analysis and exploration, the paper proposed the strategy of digital TV marketing under the background of media convergence.With the popularity of digital TV, the importance of digital TV marketing is self-evident. And the media convergence brought the audience is more choice, to the digital television business is the opportunities and challenges. Therefore, this paper is a study with practical significance. |
| Category | Media |
| Keywords | Digital TV, environment analysis, marketing strategy, Media Convergence, |
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| Pages | 179 |
| Price | US$100.00 |
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Study on Strategy of Digital TV Marketing under the Background of Media Convergence
Billy HU, Ph.D
E-Mail:itpaper@hotmail.com
TEL:1-888-786-998A
