广告平台、互动游戏、电子商务是智能电视增值服务部分的重点发展方向，
特别是广告市场，具有千亿容量的大蛋糕。参考类似的移动互联网广告市场，在
短短3年时间，就创造了一批估值上亿的移动互联网广告服务商。电视端作为家庭
的娱乐中心，具有大屏、观看时间长、受众广等特点，特别适合广告业务的运营。
虽然目前整个智能电视广告业务大环境还不是很成熟但我们团队相信，在1-2年之
内智能电视广告市场将会井喷式的爆发，未来的发展前途前景非常可观。
智能电视广告业务市场潜力巨大。电视端作为最大的一个屏，是广告展示的
最佳载体，但是传统电视广告的撒大网模式已经不能满足新兴消费者和广告主的
需求，而以互联网思维及精准化的广告投放系统来运营电视广告业务是广告行业
内的普遍认识。笔者在电视行业有多年的工作经历，先后参与过IPTV和双向数字
电视项目，对整个电视行业发展历程比较熟悉。再以互联网式运营思维模式，加
上创业团队的相互支持及能力互补。通过我们对智能电视发展及精准广告行业的
分析，我们团队觉得智能电视精准营销联盟项目是巨大的市场潜力，所以我们准
备成立专门的“ETV”公司来运营智能电视精准广告业务。
综上所述，提前布局和进入智能电视广告业务是很明智的选择，借助互联网
和移动互联网广告业务运营和平台系统开发经验结合对电视行业的深度理解，我
们准备成立“ETV”公司专门运营智能电视广告营销联盟项目。为此我们团队专门起
拟制了商业计划书，系统的对智能电视行业市场分析入手，确定项目的商业模式、
产品规划、市场营销战略，人力资源,收入成本预测及融资计划，为项目的成功运
营打下基础。
关键词：智能电视,广告平台,商业模式
II
ABSTRACT
Unknowingly smart times changed the lifestyles of the people, but also created the
new business opportunities and models. In latest years, Apple's IOS and Google
Android system represented the intelligent wave. After eroding the marketshare of the
mobile phone and the computer industry rapidly, they came to TV industry. According
to the Tuopu research institute disclosure of date, the global intelligent TV shipments
reached 51130,000 units in 2012. The penetration rate of Smart TV will reach 21.6%.
And with the gradual increasing of consumer acceptance, the supply side continuous
delivery, by 2015, the global Smart TV shipments is expected to rise to 1.5349 billion,
and the penetration rate of Smart TV will reach 54.6%, After computer and mobile
phone, Smart TV will become the third screen, which will be the biggest and the most
important screen. Along with the innovation of technology research and development,
the production costs come down and the maturity of the industry chain, to make the
Smart TV market will be the popularized quickly. The rapidly growth of Smart TV drive
the growth of whole industry chain. The value of TV market will reach 5000 billion.
Advertising platform, interactive games and E-Commerce are the development
direction of Smart TV value-added services section, especially the advertising market,
looks like a big cake which have billions of capacity. The similar mobile internet
advertising market created a group of valuation billion mobile internet advertising
service provider in just three years. Television terminal as a home entertainment center,
with the feature of large screen, long watching time and wide audience, particularly
suited to advertising operations. Although the Smart TV advertising business
environment is still not mature, we should believe, during 1-2 years, Smart TV
advertising market will develop rapidly. The future development prospects are very
impressive.
The potential for Smart TV viewing is very huge. Television terminal as the largest
screen is the best carrier of advertising display, and the traditional television advertising
model has been unable to meet the new consumer and advertisers. And with the internet
thinking and precision advertising systems to run advertising on TV is a general
knowledge of the whole industry. The author has many years of work experience in TV
industry, and participated in the IPTV and two-way TV system project, is also familiarIII
with the development of TV industry. Our team runs with the Internet operation
thinking, plus the mutual support and complementary skills of entrepreneurial team.
Through the analysis of the Smart TV development and Targeted advertising，our team
think Smart TV precision marketing alliance project has great market potential, and we
are ready to set up a special “ETV” company to run Smart TV precision advertising
business.
In conclusion, planning in advance and into Smart TV advertising is a very wise
choice, with the help of internet, mobile internet advertising operations, the experience
in platform system development and the depth understanding of TV industry. We are
ready to set up “ETV” company to run Smart TV precision marketing alliance project.
So our team writes the business plan specially. Starting from the Smart TV market
system analysis, determine the project commercial mode, product planning, marketing
strategy, human resource income cost prediction and financing plan, to lay a good
foundation for the successful operation of the project.
Keywords: Smart TV, Advertising platform, Business Model
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