How to conduct network film and television marketing in the era of big Data
在大数据时代如何进行网络影视营销

摘要

网络影视内容互动传播营销互动平台作为一种现代新网络技术大潮的冲击的背景下而催生出的一种创新文化产物，正是也因为正由于现代新科技产品形式与这种现代新兴文化产业形态间的关系逐步开始产生了融合及相互关联，才有可能会使得一种传统的互联网影视方式逐渐在改变影响着其影视内容的传播与组织方式、生产方式、存在和思维方式、体验方式，大数据应用作为我国近年逐步发展壮大起来的网络新兴数字技术，不可或避免地说对传统网络影视与营销领域产生出了十分广泛持久而影响深入长远的影响。在当今大数据时代，网络影视方面运用的行为数据也呈现了出现多源、碎片化、分散等分布形式，大数据产品的技术特征挖掘、信息整合等分析评估功能则可迅速有效的提取识别出行为信息背后蕴藏的消费需求或动机，有助于加强网络影视行业营销行为的营销精准性、提升企业产品在线销售业绩及产品市场价值预测能力。

Abstract

Film and television network marketing as a product of impact of network technology, it is because of technology and the gradual fusion of cultural industry associations, makes the film and television to change its traditional transmission mode, mode of production and existence, the experience way, big data as a new technology developed in recent years, inevitably to the broad and deep impact on network television marketing. In the era of big data, the data of network film and television show the forms of multi-source, fragmented and dispersed. The technology mining, information integration and analysis of big data can effectively extract the demand motivation behind the behavior, which is conducive to the accuracy of network film and television marketing, and improve the ability of product sales and market prediction.