議液晶電視聯(lián)播網(wǎng)的終端影響力

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[摘 要] 本文研究了新興分眾媒體——液晶電視聯(lián)播網(wǎng)在終端營銷中的作用。液晶電視聯(lián)播網(wǎng)能夠鎖定細(xì)分目標(biāo)受眾，在加深與目標(biāo)消費(fèi)者的深度溝通，幫助品牌占據(jù)營銷終端話語權(quán)和現(xiàn)場(chǎng)銷售主動(dòng)權(quán)方面有獨(dú)特優(yōu)勢(shì)。本文從分析液晶電視聯(lián)播網(wǎng)及終端營銷的特點(diǎn)入手，進(jìn)而討論了兩者的關(guān)系，其中選擇了Focus Media分眾傳媒公司的大賣場(chǎng)和商務(wù)樓宇液晶電視聯(lián)播網(wǎng)作為代表性個(gè)案進(jìn)行研究。

[關(guān)鍵詞] 液晶電視聯(lián)播網(wǎng)； 終端營銷； 分眾媒體； 注意力管理； 市場(chǎng)細(xì)分

Abstract: This paper introduces the function of LCD TV Advertising Narrowcasting Media in terminal marketing. As a new form of Demassified Medias, LCD TV Advertising Narrowcasting Media is easier to focus on demassified target consumers and cover the fields which traditional media are not able to reach. Besides, LCD TV Advertising Narrowcasting Media is in the ascendant in strengthening further communication with target consumers and helping brands to be in dominant place in terminal marketing. The research focus on the analysis of features and relationships on LCD TV Narrowcasting Media and terminal marketing, at the same time, FocusMedia Co. Ltd and its LCD TV Advertising Narrowcasting Medias are chosen as the representative researching case.
Key words: LCD TV Advertising Narrowcasting Media; Terminal Marketing; Demassified Media; Attention Management; Market Segmentation; Demassified Communication

部分參考文獻(xiàn)：

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