互联网+电视广告的发展路径研究摘要随着我国经济的发展，互联网的发展使人们的生活方式发生翻天覆地的变化，丰富了人们的物质精神生活的同时，也使得传统产业受到影响，网络电商的兴起造成了传统的店铺的倒闭，互联网以其庞大的用户基数，精准的信息投放使得以传统媒体为依托的电视广告也遭遇了前所未有的危机，电视广告的主体地位不断的下降，受众数量大幅度的减少，因此，我国的电视广告必须走与互联网相结合的道路，“互联网+”的发展模式才能改变现在的困境。综合利用互联网的互动性，信息传播的开放性，移动客户端的便利性，信息传播速度的迅捷性，与传统的电视广告相结合，促进形成新型的含有反馈机制，投放精准的“互联网+电视广告”的新模式。本文准备从支付宝的“电视红包”案例入手分析，从根本上来分析电视广告面临困境及问题，以及如何通过“互联网+”的模式来解决这些问题，最终形成完整的“互联网+电视广告”的发展路径研究。关键字：互联网+ 传统媒介困境 互联网与传统传媒的结合AbstractWith the development of China's economy, the development of the Internet to turn the world upside down changes people's way of life, the rich people's material and spiritual life at the same time, also makes the traditional industries affected by the rise of electricity supplier network caused by the traditional shops closed, the Internet with its huge user base, accurate information on the traditional relying on the media to the TV ads also suffered a hitherto unknown crisis, TV advertising subject status decline, reduce the number of audience, greatly so, China's TV advertising must combine with the Internet of the road, "Internet plus development model in order to" change the dilemma now. The interaction of the comprehensive utilization of the Internet, open to the dissemination of information, the convenience of mobile client, fast speed of information dissemination, combined with the traditional TV advertising, promote the formation of the new model with feedback mechanism, mode of...
