Investigation And Analysis On The Competitiveness Of Shenzhen Public Transport Mobile TV

Based on the rapid development of digital technology, the new mobile media has become as an important part of media industry to show great vitality and future prospects. Bus mobile TV is on behalf of new mobile media. In the complicated economic situation and the increasingly fierce competition of the new media,it is very important to highlight the spread of long-term advantages of mobile media and capture market opportunity from audience attention economy, to obtain long-term healthy development, dissemination characteristics of its media operation mode and strengths and weaknesses.Shenzhen Media Group since its establishment in 2004 with Shenzhen Mobile Video Co., Ltd. specializing in operating mobile TV channel, has formed a mobile TV broadcasting network covering metro, bus, building Outdoor TV to the full range of value-added business operations platform. This article will choose Shenzhen bus mobile TV as the research object, integrated using communication, knowledge management, management of the cultural industry knowledge, Combined with the method of macro and micro, literature research and practical research, to research the situation on Shenzhen bus mobile TV media market development, dissemination of the audience, the industrial environment and operating modes.Shenzhen bus mobile TV channel has covered more than 90% market share of bus TV, it has significant advantages on policy, media resources and influence, but also face competition on earning more money. With growing in recent years, it decreases the attractiveness in market. Most of the current broadcasting program content are the columns notice or excerpts from Shenzhen Satellite TV and Shenzhen TV channel, Except a small part of weekly broadcasting news programs, the majority of the program’s news is not in real time. The bus passengers are random and changeable, it very hard to control the psychological and acceptance of passenger. Lack of innovative content and interesting will lead to a decline of attention. We know that the core of marketing is the audience’s attention for secondary sales. If it is difficult to obtain the audience’s attention, then the advertising business market appeal will be weakened.now mobile TV media advertising is almost the only profit model, reducing advertising means increasing the pressure of survival.The primary task of breaking through the bottleneck of the bus mobile TV content is innovation and differentiation. It should create broadcasting programs to adapt the mobile platform, using high-quality, fresh, rich and stylish content to lock passengers’eyes firmly and upgrade the spread influence. At the same time, based on integrating of various media resources and network, it should broaden the channel of profit model, focus on brand building channels, shaping the professional media image, upgrade brand customer service to enhance its market competitiveness and future potential.