| ACKNOWLEDGEMENT | 第4-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-9页 |
| LIST OF ABBREVIATIONS | 第9-21页 |
| Chapter I Introduction | 第21-28页 |
| 1.1 Research Background | 第21-23页 |
| 1.2 Research Objectives | 第23-24页 |
| 1.3 Research Significance | 第24-25页 |
| 1.3.1 Theoretical significance | 第24页 |
| 1.3.2 Practical Significance | 第24-25页 |
| 1.4 Research Methods | 第25-26页 |
| 1.5 Research Contents | 第26页 |
| 1.6 Technology Roadmap of the Research | 第26-28页 |
| Chapter II Literature Review | 第28-47页 |
| 2.1 Studies on Omnimedia | 第28-32页 |
| 2.1.1 Origin and Development of Omnimedia | 第28-29页 |
| 2.1.2 Development Trends of Cross-media Convergence in the Age ofOmnimedia | 第29-32页 |
| 2.2 Studies on“Media + E-commerce” | 第32-39页 |
| 2.2.1 Studies on Development of E-commerce | 第32-35页 |
| 2.2.2 Relevant Case Studies on“Media + E-commerce” | 第35-39页 |
| 2.3 Theoretical Studies on E-IMC | 第39-43页 |
| 2.3.1 E-IMC | 第39-41页 |
| 2.3.2 The 4I Principle Based on E-IMC | 第41-43页 |
| 2.4 Studies on Application of Big Data | 第43-47页 |
| 2.4.1 Origin and Development of Big Data | 第43-44页 |
| 2.4.2 Application Trends of Big Data | 第44-45页 |
| 2.4.3 Media Applications of Big Data | 第45-47页 |
| Chapter III Case Description | 第47-59页 |
| 3.1 History of FSTV | 第47页 |
| 3.2 Operating Revenue Bottleneck Currently Facing FSTV | 第47-49页 |
| 3.3“Media + E-commerce”Explorations of FSTV | 第49-51页 |
| 3.3.1 Overall Vision of“Media + E-commerce” | 第49页 |
| 3.3.2 TV Hotline Mall Mode | 第49-51页 |
| 3.4 Development Bottleneck of TV Hotline Mall | 第51-59页 |
| 3.4.1 Severe Fall in Monthly Turnover | 第51-53页 |
| 3.4.2 Lack of Functions to Attract Customers | 第53-54页 |
| 3.4.3 Decrease in Conversion Rate | 第54-59页 |
| Chapter IV Case Study | 第59-76页 |
| 4.1 Research Background | 第59-60页 |
| 4.2 Customer Questionnaire Design | 第60页 |
| 4.3 Respondents and Data Sources | 第60-61页 |
| 4.4 Survey and Analysis of TV Hotline Mall Users Based on the 4I Principle | 第61-76页 |
| 4.4.1 Basic Situation of Respondents | 第61-62页 |
| 4.4.2 TV Hotline Mall Analysis Based on the Interests Principle | 第62-67页 |
| 4.4.3 TV Hotline Mall Analysis Based on the Interaction Principle | 第67-69页 |
| 4.4.4 TV Hotline Mall Analysis Based on the Interesting Principle | 第69-72页 |
| 4.4.5 TV Hotline Mall Analysis Based on the Individuality Principle | 第72-76页 |
| Chapter V Optimization Suggestions on FSTV’s“Media + E-commerce” | 第76-96页 |
| 5.1 Integrate Channel Resources to Meet Demand for Interests | 第76-81页 |
| 5.1.1 Make Use of Media Advantages and Relinquish Part of Its Interests toConsumers | 第76-77页 |
| 5.1.2 Re-position Its Commodities in Response to Consumers’ Demand forPracticality | 第77-81页 |
| 5.2 Integrate Media to Realize Interactive Function | 第81-87页 |
| 5.2.1 Build an Omnimedia Convergence Platform | 第82-83页 |
| 5.2.2 Realize Multi-screen Interactive Function | 第83-87页 |
| 5.3 Big Data Marketing to Highlight Individualized Design | 第87-92页 |
| 5.3.1 Build a Big Data System | 第87-89页 |
| 5.3.2 Achieve Individualized Precision Marketing through Data Mining | 第89-92页 |
| 5.4 Differentiated Marketing to Enhance Interesting Function | 第92-96页 |
| 5.4.1 Adopt the Sentiment-oriented Marketing Mode | 第92-93页 |
| 5.4.2 Use the Effect of Famous Hosts or Hostesses | 第93-94页 |
| 5.4.3 Aim at the“Interesting Points”of Users | 第94-96页 |
| Chapter VI Conclusions and Expectations | 第96-100页 |
| 6.1 Conclusions | 第96页 |
| 6.2 Managerial Enlightenment | 第96-98页 |
| 6.3 Shortcomings of the Thesis and Future Research Directions | 第98-100页 |
| Reference | 第100-103页 |
| Appendix | 第103-107页 |
