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1、adjustmentmarketingandoff-lineactivities.Intheall-mediaera,thestrategicdevelopmentofICSisnolongerlimitedinthetraditionalchannels.ItfocusesmoreonthePCterminalinternet,especiallythemobileterminal.Uptonow,manynewmediaproductshavebeendeveloped,suchasofficialchannelwebsite
2、,socialintercoursewebsite,officialWeibo,WeChat,ICSAPP,etc.Atpresent,effortshavebeendevotedtothenewcross-lineall-mediaprojectFineDining,CuisineAPP.TheprojectcombinesthetraditionalmediawiththeadvantagesofthenewmediabyadjustingtheTVprogramwiththemulti-resourcesofwebsites
3、,Weibo,WeChatandAPPbasedontheO2Obusinessmodel.ThisessaylooksintoICSandanalyzeshowittakesadvantageofthenewsurgeofthemobileinternetintheinterneteraandreshapesandupgradesitscommercialmode.ByusingitsnewtrialmarketingprogramforoverallmediaFineDining,CuisineAppasanexample,t
4、heessayfocuseson,analyzesandexploresthewaysforinternationalmediaorganizationstoreshapeandoptimizethebusinessmodelsintheeraofmobileinternet.KEYWORDS:NewMediaMarketing、MobileInternet、BusinessModel、O2O、InternationalBroadcasting、ICS万方数据目录第一章导论.............................
5、................................................................................................................11.1选题背景和意义........................................................................................................................11.1.1全媒体多屏时代的到来,传统媒体与新媒体
6、共融发展.............................................11.1.2媒体深化改革箭在弦上.................................................................................................21.1.3移动互联网浪潮势不可挡.........................................................................................
7、....31.1.4全媒体时代营销方式的转型.........................................................................................51.1.5新媒体互联网时代背景下的媒体业务.........................................................................61.2基本理论概念综述..................................................
8、..................................................................71.2.1商业模式................................................