基于大数据的电视节目个性化推荐营销研究

Research on TV Personalized Recommendation Marketing Based on Big Data

信息技术时代,数字电视网络运营商依托技术优势实现了电视节目点播与个性化推荐功能,基于大数据的电视节目个性化推荐是现阶段电视平台向消费者提供个性化视觉体验服务的重要营销方式之一。但在现实中,数据共享、信息处理及推荐算法等方面存在的不足制约了电视节目个性化推荐营销的推进。今后可通过以合作推进数据共享、提升数据处理能力、优化个性化推荐营销算法及内容等途径,推进电视节目个性化推荐营销。

Starting from the big data,this paper studies how to carry out personalized recommendation marketing on TV platform.Firstly,the paper introduces the changes brought about by the emergence of big data for the recommendation marketing of TV platform.Secondly,the technical means of personalized recommendation marketing are introduced.Then,according to the development of big data and technical means,this paper analyses the external data acquisition obstacles,information overload,recommendation algorithm defects and user preference solidification problems which may appear in the marketing mode.In view of these four problems,it gives four suggestions:promoting data sharing,improving data processing ability,optimizing the algorithm of personalized recommendation marketing,and optimizing personalized recommendation content.Suggestions,in order to help TV platform personalized recommendation marketing.