The Study On The Strategies Of The Precise Traditional TV Advertising Communication Of China Under The Trend Of The Social "Segmentation"

With the substantial improvement of material wealth and diversification of consumers'demands, the"segmentation"of social classes in our country has been more and more prominent. People are no longer living and thinking in the same mode. It leads to the diversification of values and consumption types thus made the previous simple social classes decompose to the"fragments". Mass consumers are changing into separating consumers. Audiences take care of their individual needs which have the features of independence and diversity. All these bring about the communication"fragmentation"directly.As a kind of mass media, TV faces the large-scale audiences. However, because of the different conceptions and consumption modes, the audiences are no longer an entirety and now are melting into small"segments". Meanwhile, as an important area in the TV communication, the advertising communication is under trial. The precise communication of advertisement is the common goal of advertiser and media and it has been raised up to the media agenda under the social trend of"fragmentation". The advantages of precise communication possessed by the new media and some offshore TV media have placed great pressure on the domestic TV advertising communication. In this case, in order to accommodate the situation and meet the challenge from new media and offshore TV media, how should the domestic TV communicate the advertisement? This thesis will discuss and explore the answers to this question in below four chapters:The 1st chapter makes brief introduction to the origin, significance, research methods and creative points of this subject. The 2nd chapter review on the related concepts and theories including the social"segmentation"and its influence on the TV advertising communication, the definition of advertising from the views of communication and marketing, the necessity of the precise TV advertising communication under the trend of social"segmentation". The 3rd chapter applies the SWOT method to analyze the strengths, weaknesses, opportunities, threats of the precise TV advertising communication of China under the trend of the social"segmentation". It makes a comprehensive view of the inner condition and outer environment faced by China's TV industry and lays a sound foundation for the following analysis. The 4th chapter, which is the core of the whole thesis, summarizes the strategies and measures China's TV industry should take under the trend of social"segmentation". The strategies are highly attached to the antecedent advertisement communication theory. They originate from the all the parts of the communication flow and the SWOT analysis and ends with a chart that contain and display the connection and venation of the whole thesis.