【摘要】： 分眾傳媒公司創(chuàng)造了分眾類戶外視頻媒體的神話,同時也開創(chuàng)了我國分眾類戶外媒體市場的成功模式,之后地鐵視頻、醫(yī)院視頻、學(xué)校視頻等分眾類視頻媒體逐漸興起,一時間公共空間面臨市場瓜分。分眾類視頻媒體利用人們等電梯、等車、上廁所等“無聊時間”創(chuàng)造廣告價值,具有強(qiáng)制傳播、多媒體播放、表現(xiàn)力強(qiáng)、高曝光度和高接觸率等特點。 分眾類戶外視頻媒體是在分眾傳媒公司成功樣本的示范下,廣告主投放廣告趨于理性化,城市形象升級以及消費者媒介消費方式發(fā)生變化的背景下發(fā)展壯大的。以分眾傳媒公司為代表的第一代分眾類戶外視頻媒體的成功帶動了學(xué)校視頻、地鐵視頻、醫(yī)院視頻、公交視頻、車站視頻等新的分眾領(lǐng)域的新媒體的開發(fā)熱潮。然而,隨著經(jīng)濟(jì)危機(jī)的影響逐漸深入,我國分眾類戶外視頻媒體也面臨發(fā)展困境。2008年12月,新浪合并分眾旗下的戶外數(shù)字廣告業(yè)務(wù),分眾傳媒公司僅保留互聯(lián)網(wǎng)廣告業(yè)務(wù),影院廣告業(yè)務(wù)以及傳統(tǒng)戶外廣告牌業(yè)務(wù)。2009年3月,一向被業(yè)內(nèi)認(rèn)為發(fā)展勢頭良好的炎黃健康傳媒也傳出全員降薪的消息,業(yè)內(nèi)人士分析,炎黃傳媒受到了金融危機(jī)的嚴(yán)重影響,這是分眾系企業(yè)業(yè)績下滑的又一體現(xiàn)。整個分眾類戶外視頻市場面臨注意力資源減退、內(nèi)容不具吸引力、部分公共空間的開發(fā)面臨受眾抵觸、廣告效果難以檢測等問題。要解決這些發(fā)展難題,使分眾類戶外視頻媒體能夠良好發(fā)展,必須開始從地段價值向內(nèi)容價值的開發(fā),建立聯(lián)播網(wǎng)絡(luò),讓受眾參與媒體內(nèi)容的互動,并與其他媒體建立聯(lián)動效應(yīng);謀求分眾類戶外視頻媒體的創(chuàng)新發(fā)展,設(shè)計異形視頻媒體,內(nèi)容創(chuàng)新等方面做文章;探索分眾類視頻媒體的效果監(jiān)測機(jī)制等。
[Abstract]:The focus Media Company created the myth of the focus outdoor video media, and at the same time opened up the successful mode of the focus outdoor media market in China. After that, the subway video, hospital video, school video and other niche video media gradually rose. For a time the public space faces the market partition. Focus video media use people waiting for elevators, waiting for cars, toilets and other "boring time" to create advertising value, with mandatory transmission, multimedia play, strong expressiveness, high exposure and high contact rate. The focus outdoor video media is developed under the demonstration of the successful sample of the focus Media Company, the advertisers put in the advertisement tends to be rational, the city image upgrades and the consumer media consumption mode changes. The success of the first generation of outdoor video media, represented by focus Media Company, has led to the development of new media in the new focus areas, such as school video, subway video, hospital video, bus video, station video and so on. However, as the impact of the economic crisis has gradually deepened, China's focus outdoor video media are also facing difficulties. In December 2008, Sina merged focus's outdoor digital advertising business, and focus Media only retained its Internet advertising business. Cinema advertising business and traditional outdoor billboard business. In March 2009, Yanhuang Health Media, which has been regarded by the industry as having a good development momentum, also reported the news of a pay cut. According to industry analysts, Yanhuang Media was seriously affected by the financial crisis. This is the focus of corporate performance decline another manifestation. The whole outdoor video market of focus class is faced with problems such as attentional resources decline, content is unattractive, part of public space development faces audience conflict, advertising effect is difficult to detect and so on. In order to solve these development problems and enable the focus outdoor video media to develop well, we must begin to develop from location value to content value, establish a network of broadcast, and let the audience participate in the interaction of media content. And establish the linkage effect with other media; seek the innovation and development of focus outdoor video media, design special-shaped video media, content innovation and other aspects; explore the focus video media effect monitoring mechanism and so on.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G206-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 郁君;我國網(wǎng)絡(luò)論壇的本土化趨勢及發(fā)展策略研究[D];山西大學(xué);2012年

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本文編號：2155069