Wuhan Technology and Business University, Wuhan Hubei，430000, China
The integration of digital technology and communication technology not only brings endless vitality to new media, but also compels every new media operator to start thinking competitive strategies. The most direct effect of the increase in the number of channels is the more extensive select range for audience. In this high-intensity competition, the brand awareness is born at the right moment, and the new media operators have gradually realized they must create a strong brand for audience to recognize and choose in order to defend their competitive position and enhance their competitive advantage for a long time. As the core of the new media revolution, interactive television is born with a powerful interactive function, so that all involved parties on the interactive television value chain can make a deep interaction.
Brand experience; Interactive television marketing
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