| In recent years, rapid development of the media industry, the emergence of many industries cutting-edge: Mobile TV, outdoor new media, mobile TV and so on, train a new mobile TV emerged in outdoor mobile media in front of people and changed the long train " information island "situation, just a few years, the train, with its unique TV inherent advantage gained rapid development.China Train TV was born in 2002, due to very short development time, theorists had little contact with the new media, and media operators then trapped in the early days of complicated and difficult, so mobile TV of the train, whether is the basis of theory or practice of countermeasures, are relatively scarce.Based on media economics, public media theory and research on train television, from the development process of China's train television and Development of start, analyzed television train three advantages, namely communication advantage, audience and advertising value advantage advantage, and from a macro perspective on train mobile TV market, market structure and development tendency of the detail.This article points out the television in the development process trains the problems, including five areas: the double property leads to contradictions and conflicts, competition, monopolistic business diversified, have a negative effect of mandatory communication, program content, the lack of innovation, industrial model show unity.Mobile TV on the train through the advantages and problems of analysis, the article analyzes the use of Blue Ocean Strategy theory TV market in the current train, that train the television market, "Blue Ocean" is located, and in-depth analysis of the DingCheng stage of the operation strategy of the media.Finally, the article puts forward the development of train mobile TV strategy: to expand the scale of the media, to strengthen brand building, integrated marketing ideas to enhance the awareness of public services, media convergence, for a variety of industry patterns. |
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