Study Of Programming Communication Strategy In Age Of Mobile Internet

The emergence of the mobile Internet has disrupted the way that people access broadcast information.In a new communications environment,communications strategy for broadcasting has undergone great changes as compared with the past.Moreover,broadcast programming as an important part of the broadcasting platform is of critical importance to the development of the platform.Therefore,how to produce better programming appropriate for the times is an important subject matter for research for the industry and the academic circle for a long time to come.At present,content development,brand building,and innovation in communications strategy are critical to the competitiveness of broadcast programming.This thesis discusses how to enhance the competitiveness and influence of programming from the perspective of the mobile Internet era in regard to content development,brand building,and communications strategy.Chapter One is mainly an introduction to the research background,research achievements available,research method,and significance of the research.Chapter Two begins with the competitive landscape in broadcast programming in the mobile Internet era and then analyzes,through SWOT,the advantages,disadvantages,opportunities,and threats facing broadcast programming in a bid to demonstrate the importance of communications strategy to broadcast programming.Chapter Three examines the changes to content acquisition and production of broadcasting programming in the mobile Internet era and analyzes the formative mechanism of effective communications from the four aspects of massive content source,content selection with data support,precise content positioning,and content realization.Chapter Four emphatically analyzes the function of brand building to the communications of broad programming,while examining the key points in broadcast programming brand building from preliminary survey,subscriber profiling,brand positioning,and brand valuation.Chapter Five studies communications strategy in the mobile Internet era and interprets the meaning of such strategy to the communications of broadcast programming from the perspectives of communications matrixing,flexibility and efficiency of communications,control of flow entry,multidimensional assessment of communications effects,and operations/communications interactions.Citing a large number of broadcast programming case studies,this thesis guarantees to a greater extent that the research is reliable and leading-edge.It also serves as a valuable reference for similar programming to improve its competitiveness and helps with the rapid and healthy development of broadcast programming in a brand-new market and broadcasting environment.