摘要：交互電視產(chǎn)品目前正處于市場介紹期，個別城市為成長期，本文結(jié)合交互電視產(chǎn)品當(dāng)前的特點，提出消費者生命周期模型，從消費者維度，將消費者從接觸、使用交互電視產(chǎn)品的全過程劃分5個時間節(jié)點：接觸點、訂購點、保鮮點、動搖點和放棄點，并以此識別交互電視產(chǎn)品在推廣過程中的營銷關(guān)鍵點，以及在各個生命階段的營銷推廣中需要重點關(guān)注的內(nèi)容，以為交互電視產(chǎn)品未來更快地在消費者中普及和推廣提供參考。

關(guān)鍵詞：交互電視產(chǎn)品  消費者生命周期模型  營銷推廣

The Application of Consumer Life Cycle Model

in the Marketing of Interactive Television

Abstract  It is just a introduction period of the product of interactive television, and growth stage for individual cities. The Consumer Life Cycle Model is put forward, based on the current characteristic of the Interactive Television Product. The process from consumers contacting the Interactive Television Product to using it is divided to five node time based on consumer’s view: contact node , purchase node , keep fresh node , waver node and give up node. So the marketing key node in the popularizing of interactive television product will be found and as well as the important content should be paid attention in the all life of the marketing popularizing. This will become the reference for the universal and popularizing fast of the interactive television product in the consumers in the future.

Keywords  Interactive Television Product ; Consumer Life Cycle Model; Marketing

1、前言

交互電視作為當(dāng)今數(shù)字家庭的重要體現(xiàn)，通過電視端口，提供多交互功能的服務(wù)，使人們足不出戶就可以更加方便快捷地獲取信息。當(dāng)前階段，交互電視產(chǎn)品具有以下特點：（齊心，2005 (1)； 李菁，劉惠芬，2006（122）；羅峰，2009（5））  

1）當(dāng)前交互電視產(chǎn)品服務(wù)內(nèi)容主要仍限于視頻內(nèi)容，而交互電視的許多增值服務(wù)仍有待運營商進(jìn)一步開發(fā)；

2）能夠確保交互電視節(jié)目內(nèi)容通過不同的衛(wèi)星通信系統(tǒng)及機頂盒收發(fā)信息的統(tǒng)一的技術(shù)標(biāo)準(zhǔn)仍有待制定；

3）消費者對交互電視的認(rèn)知度和認(rèn)同度均有較大提升空間，大多數(shù)消費者目前仍是傳統(tǒng)電視用戶的依賴者。(責(zé)任編輯：admin)