Media Users’ Multi-screen Behavior And Multi-screen Marketing Strategy

Nowadays, with the coexistence of traditional media and new media, the amountof media and information is increasing remarkably tending to developing without anyboundaries. Therefore, a multi-screen world emerges and media users’ viewing habitshave been changed crucially. As the traditional screen-TV did not take the mostimportant position like previous, media users did not view through only one screenbut using different screen by taking the advantages of one screen to remedy thelimitation of other screen. Considering this matter of fact, in order to win therecognition from the market, people who are specialized in marketing need to knowmore about the behavioral motivation of media users who use multiple screens, toknow the feature of their needs. Through innovating and improving the techniquesand with the guidance of true theory, they can develop a marketing strategy formulti-screen users.This dissertation takes media user’s multi-screen behavior and marketing strategyas the research object. Firstly, it analyzes the research object’s current situation. Onthe basis of former literature, it put forward a concept of multi-screen behavior in thisdissertation that is a media user’s behavior between two or more screens throughdaily TV, personal computer and tablet computer. This dissertation is a study onmedia users’ multi-screen behavior from two levels: internal psychologicalmotivation and external behaviors. In the analysis of media users’ external behaviors,it takes questionnaire method and communication method in order to makedescriptions of multi-screen behavior’s population characteristics. It makes asummary of users’ ways of acting and behavior features, dividing media users’behaviors into four different ways: diversified in contents, investigation, succession,sociability. In the analysis of media user’s internal psychological motivation, itsummarizes media users’ multi-screen behaviors’ usage requirements and conditionsof demand by deep interviews which are on the basis of use and gratification theory.It summarizes media user’s five needs as below: social demand, entertainmentdemand, habitual demand, leading psychological demand and rest demand. After that,it aims at putting forward a marketing strategy for users’ multi-screen behaviors. In the end of this dissertation, it makes a prediction about multi-screen behaviors and thefuture of marketing.This dissertation further refines the study of media user’s behavior area whichfulfills the blank on the theory of user’s multi-screen behavior and marketing strategyfrom a communication perspective. Meanwhile it promotes multi-screen’s update andhas some positive significances in the development of industry. Further more, it helpsto the entire industry to satisfy user’s changing requirements through ambitiousinnovation and set up orderly transmission to realize users and advertisers’a mutuallybeneficial link. This new era of multi-screen is coming, and obviously it is creating agreat revolution in the field of communication study.