Precision-guided Communication And Marketing Strategies Research Of Digital Television

Along with the digital technology development, the new media communication such as the network, the handset, the digital television and so on has been produced. Moreover, digital television has incomparable superiority than other media, and the digital television appears with the development inducing the entire broadcast television industry chain which links the profound transformation. It is regarded as an item"the strategic technology"by the various countries in the information time, and the digital television industry will have the broad market prospect. A large number of countries are developing the digital television and the correlation industry vigorously, and have made great progresses.Our country digital television development has good and bad aspects. The good aspect is that: the translation transformation work of digital television is carrying like a raging fire; the digital television user quantity is continuing to grow. The bad aspect is that: at present, the field only pays great attention to complete the administrative task which the whole transforms, but does not pay attention to digital television management, namely to take market marketing as guidance of digital television industry management.Therefore, this thesis develops its own style. It constructs the precision-guided communication theory from the discussion of digital television in profit pattern, management methods and dissemination accesses, and further analyzes digital television's precision-guided dissemination characteristics and the marketing natural disposition. It also constructs the marketing pattern of the digital television's precision-guided communication, and proposes the concrete marketing strategies and the steps of digital television precision-guided communication's implementation. And four conclusions are summed up finally.The innovations of this thesis are the following: the first one is that it marks beginning of the precision-guided communication conception and constructs the precision-guided communication theory; the second is that it reasonably constructs the digital television precision-guided communication marketing pattern; the third one is that it applies the traditional industry management theory, the marketing theory into the special digital television industry boldly, and proposes the implementation of digital television precision-guided dissemination marketing. This research combines theory and the practice closely, owns academic foresightedness and innovation significance, as well as the theory value and practice value.