Communication Strategy Of Popular Science By Video & Image In The View Of Marketing

With the special predominance in different sorts of media, Video & Image has become the most popular and efficient media for Public Understanding of Science, which deserve of being attached more importance to. Industrialization of Popular Science demands marketing operation, and the rising study of scientific diffusion provides the theoretical foundation for the strategy study of communicating science, so the author tried to explore a way to study and draw up communicating strategies of Video & Image for Popular Science to acclimatize itself to the market.Based on the Marketing and Selling Theory and the Video & Image Theory, the author separately studied the Marketing Operation Strategy and the Communicating Strategy of Popular Science by Video & Image.Marketing Operation Strategy: The author designed a suit of scenario, i.e. after the analysis of the number, the desire to watch Video & Image of Popular Science, the economic power and the quality of the audience was the "Product Strategy" and "Promotion Strategy".Communicating Strategy: There are two strategies, i.e. Interior Strategy is to aim at the quality of the Popular Science by Video & Image, while Exterior Strategy is to in allusion to the form, the ad. and the propagandizing of the Popular Science by Video & Image.Then the author mingled the Marketing Operation Strategy and the Communicating Strategy together and finally drew up a whole series of strategy——Communicating Strategy of Popular Science by Video & Image in the view of marketing.But marketing operation of Popular Science by Video & Image intensified the conflict between Scientific Culture and Popular Culture, so the author proposed 3 ways to span the communicating bridges between the two cultures.