论文部分内容阅读
大数据理念和方法为电视节目的精准营销提供了新的途径和工具。本文在系统分析精准营销基本概念和框架的基础上,结合电视节目营销的特点和要求,引入大数据的概念和思路,构建了基于大数据的电视节目精准营销框架。通过获取节目播放过程中产生的海量数据,进行电视观众精准定位和细分,据此为观众“定制”满意的节目、与电视观众建立个性化的传播沟通机制、选择最合适的播出时问和频道建立电视观众增值服务体系,从而通过大数据的利用和分析实现电视节目精准营销的系统化、精准化、高效化。
Big data concepts and methods have provided new avenues and tools for the accurate marketing of television programs. Based on the systematic analysis of the basic concepts and framework of precision marketing, the concept and ideas of big data are introduced according to the characteristics and requirements of the marketing of television programs, and a precise marketing framework based on big data is constructed. Through the acquisition of massive data generated during the broadcast of the program, the television viewer can accurately locate and segment the television program so as to create a personalized communication and communication program for the audience and to select the most suitable broadcast program Time and channel to establish value-added services for TV viewers, so that through the use of big data and analysis of television programs to achieve accurate marketing of systematic, accurate and efficient.