从受众分析角度探究列车车载电视的营销策略

文档编号:WHCY137 文档字数:15737,页数:18  传播学（传媒经济）

【摘  要】
 列车车载电视随之成为国内的新兴媒体，相对于其它媒体，拥有众多优势：作为最主要的交通工具之一，列车车载电视观众规模庞大；遍布全国的空调列车线路又为品牌搭建了强大的传播网络；良好的收视条件与时间以及与平日相比干扰度较小的媒体环境为列车车载电视创造了较高的信息到达率。
 乘客在列车上所能接收到的信息与平时相比相对较少，列车车载电视能为受众提供更为方便的信息接收方式。在技术支持的基础上，列车能够将这种新型传播方式融为一体，在各列车上投放，不断满足乘客对信息的需要。
 通过对比、举例等方法，从受众的角度，通过借鉴营销学中的4P理论探究列车车载电视的营销策略，以期对列车车载电视传播效果的有效达到、经济效益的获得，及其良好有序发展具有借鉴指导意义。

    关键词：受众分析；列车车载电视；营销策略
 
 
 
【Abstract】
  Vehicle TV has subsequently become the new media in China. Compared with other media, it has numerous advantages. As one of the most important transportation, it owns lots of audience, and air-conditioned train lines across the country has built a strong brand communication network, and good viewing conditions and time and less interfering media environment of vehicle TV has created a higher information arrival rate.
  Passengers on the train can receive relatively less information, and vehicle TV audience can provide a more convenient way to receive the information. On the basis of the technical support, it is able to integrate this new mode of transmission and apply in all trains, and continuously meet passengers’ information needs.
 This article used methods of contrasts, giving examples and so on, from the audience's point of view, explored marketing strategies of vehicle TV by 4P marketing theory, and then achieve effective and economic benefits, and provided some suggestions of orderly development.

  Keywords：Audience analysis; Vehicle TV; Marketing strategy

目  录
引言·1
一、列车车载电视的发展现状及趋势·2
（一）发展现状2
（二）发展趋势2
二、列车车载电视的受众分析3
（一）受众分析的理论基础3
（二）列车车载电视的受众特点4
1.受众基本构成分析·4
2．受众心理分析7
三、受众分析对于列车车载电视营销策略的影响·10
（一）产品具有大众化10
（二）广告投放具有地域性11
（三）价格低廉吸引关注12
1．近乎零收费，受众各得其所12
2．较低的千人成本受到广告商青睐13
（四）促销实质在于宣传列车车载电视本身 13
结论15
参考文献17
致谢18

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