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议液晶电视联播网的终端影响力
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[摘 要] 本文研究了新兴分众媒体——液晶电视联播网在终端营销中的作用。液晶电视联播网能够锁定细分目标受众，在加深与目标消费者的深度沟通，帮助品牌占据营销终端话语权和现场销售主动权方面有独特优势。本文从分析液晶电视联播网及终端营销的特点入手，进而讨论了两者的关系，其中选择了Focus Media分众传媒公司的大卖场和商务楼宇液晶电视联播网作为代表性个案进行研究。
[关键词] 液晶电视联播网； 终端营销； 分众媒体； 注意力管理； 市场细分
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.
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