【作者】 魏少婧； 吴月娥；

【Author】 WEI Shaojing, WU Yue’e (College of Journalism and Communication, Hunan University, Changsha 410082, Hunan, China)

【机构】 湖南大学新闻与传播学院；

【摘要】 2008年奥运会首次通过手机电视对奥运比赛进行实况转播,手机电视这一新媒体开创了发展的新局面。面对传统媒体以及其他新媒体的竞争,手机电视要求得生存空间与发展机会,必须采取非常的应对策略。本文从内容、受众、品牌三方面入手,运用经济学中的市场细分理论、整合营销理论等相关知识,结合手机电视经营实践,分析了这一新兴媒介的特征,提出:手机电视这一新媒体,只有通过"内容为王、消费者至上、打造并推广品牌"等营销策略,才能在竞争激烈的媒介市场上赢得一席之地。更多还原

【Abstract】 As the 2008 Olympic competition was rebroadcasted on mobile TV at the first time, the new media such as mobile TV created a new space. Facing the competition of traditional media and other new media, the mobile TV should use special marketing strategy to occupy the competitive media market. This paper analyses the unique feature of this new media from three aspects which include "content, audience and brand" and use some important economic theories such as market segments and IMC to demonstrate the standpoint. The conclusion is that the mobile TV only can occupy the market by using the marketing strategy correctly.更多还原