| As a pioneer of outdoor digital mobile media, Bus mobile TV opens up new avenues for the development of traditional TV and advertisement. The main reason is that the Bus mobile TV has the great advantages such as "full effect spread", and "seamless communication", which fill the gap of the daytime viewing "blank point" for traditional media, develop the "boring economy".The research on the bus mobile TV mainly show up in the field of communication, audience psychology and advertising, some of the research focus on city bus mobile TV media in audience analysis and advertising communication planning. In order develop media industry, the author utilized "industrial operation" theoretical perspective, and some of the theories from communications, media economics, management, venture capital management, and did the research on bus mobile TV media industry in our country, which include the development status, industrial environment and the common mode of operation. Based on the case study in Changsha city bus operator of mobile TV industry, the current study provided the information about existing problems and corresponding countermeasures.There exist many problems about Bus Mobile TV in China industry operators, such as environmental constraints of cultural policy, poor quality of television content; wireless mobile transmission technology is not mature enough, advertisers market appeal, the limitations of the mode of operation, lack of brand operation and so on. This paper presented some of reasonable improvements of the industrial policy environment, government master turn into active support; close to the audience and customers, and to broaden the field of business services; explore a new model of industrial operations, to build a mature industry chain; focus on media, brand building to enhance the image of the media society; enhance risk awareness, to take high-quality coping strategies actively and other development strategies. At the same time, the paper attempts to propose two-dimensional code on bus mobile TV operations, promoting industrial diversification of operating mode, followed by crowd of "triple play". Specializing in "visual" bus TV advertising, and vigorously develop the bus TV media "public welfare", content of product specialization. Enhance industry awareness of operational risk, improving quality of the industrial risk response strategy. These studies will provide certain inspiration in the industrial operations of the bus mobile TV in China. |
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