互聯(lián)網(wǎng)時(shí)代省級(jí)衛(wèi)視綜藝節(jié)目跨屏互動(dòng)營(yíng)銷研究.pdf

1、獨(dú)創(chuàng)性聲明本人聲明所呈交的論文是我個(gè)人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作及取得的研究成果。盡我所知，除了文中特別加以標(biāo)注和致謝的地方外，論文中不包含其他人已經(jīng)發(fā)表或撰寫的研究成果，也不包含為獲得江西財(cái)經(jīng)大學(xué)或其他教育機(jī)構(gòu)的學(xué)位或證書所使用過(guò)的材料。與我一同工作的同志對(duì)本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說(shuō)明并表示了謝意。簽名：立緝?nèi)掌冢簠玻Γ贺肯Α逢P(guān)于論文使用授權(quán)的說(shuō)明本人完全了解江西財(cái)經(jīng)大學(xué)有關(guān)保留、使用學(xué)位論文的規(guī)定，即：學(xué)校有權(quán)保留

2、送交論文的復(fù)印件，允許論文被查閱和借閱；學(xué)校可以公布論文的全部或部分內(nèi)容，可以采用影印、縮印或其他復(fù)制手段保存論文。(保密的論文在解密后遵守此規(guī)定)AbstractWithcontinuousdevelopmentofInternettechnologyusageofmulti—screenshasbeenbecomingacommonphenomenoninourdailylifeBecauseofemergenceofmultipl

3、escreen，thepropagatingstructuresandmediapatternarethusaffectedtohavecorrespondingchangePeoplearenotsatisfiedwithutil塒ofsinglescreenanymore，buttransformto”acrossscreen”betweenmulti—screensAccordingtelatedsurveys，amongallt

4、herecentIntemetusers，morethan918％ofthemareusing”acrossscreen”Inaddition，50％offemaleusersand44％ofmaleuserswouldvisitsocialsoftwaretoparticipateinprograminteraction，whentheyarewatchingTVTherefore，“aCrOSS。screen，interaction

5、hasakeadybecomearealityInfluenceof“across—screen’hasopenedupdifferentmediaplatforms，gotthroughdifferentsocialcompositions，andletallkindsofcontentmaynotberestrictedbytimeandspacetoallunlimitedextensionInfaceofsuchcomplext

6、erminalsandmixedaudience，howtoseizetheserious”acrossscreen’’audience’Sattention，hasbecomeakeyfactorforTVprogrammarketingThus，“acrossscreen’interactivemarketing，asanewmarketingmodelofTVmediaandInteractcombination，isusedin

7、variousTVprogramsDevelopmentofthismodelCallnotonlyletaudienceparticipateintimelyTVprograms，haveinteractionwithTVprograms，strengthentheexpressionofemotionbetweenTVshowandtheaudience，andcanevenaffectcontentordevelopmentoft

8、heprogramme，buttobringpromotioneffectforprogrambrandbuildinganddevelopmentoftheindustrychainAcrossthescreeninteractivemarketing，asacombinationof”acrossscreen’’marketingandinteractivemarketing，isbothneedstobespreadandprom

9、otedinadvantageof“acrossthescreen’marketingtealizemutil—screens’interactionandmutuallinkage，andalsoneedstostrengthenbrandviscosityandenhancecontentinfluenceoverinteractionwithaudienceWiththerapiddevelopmentofrecentmediai

10、ndustrythecompetitionbetweenprovincialTVisbecomingmoreandmoreseriouslyItisfarmoreenoughtocatertodevelopmentneeds，justrelyingonasingleprograminnovationThroughouttheprovincialsatelliteTVthosewhichincludehunanTVdragonTVzhej

11、iangTVetchavebeguntoexploreonvarietyshow’Sacross。screeninteractivemarketing，andalreadymadesomepreliminaryachievementsThroughkindsofvarietyshows’modeinnovationandacrossscreeninteractivemarketing，theyhaveacquiredacompetiti