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互联网时代下,智能手机、平板电脑等移动客户端的普及,加快了移动应用程序的发展。App以其低成本、高精准定位、粘合度高、提升品牌等优势,成为这个时代网络传播的重要方式。文化教育产业在互联网的催生下,突破了时间与空间的限制,在线教育借助APP的呈现形式产生出蓬勃发展之势。本文以影视编导教育类APP背文常为例,通过基于4C理论的产品定位、传统传播手段与互联网传播方式相结合的基本模式,探索背文常APP在“互联网+”视野下开创的在线教育传播新手段。
In the Internet era, the popularity of mobile clients such as smartphones and tablets has accelerated the development of mobile applications. App with its low-cost, high-precision positioning, high adhesion, enhance the brand and other advantages, has become an important way of network communication of this era. Under the birth of the Internet, the culture and education industry has broken through the limitation of time and space. The online education has been booming with the presentation of APP. This essay takes the film and television education APP as an example. By using the basic pattern of product positioning based on 4C theory and the traditional means of communication and internet communication mode, this paper explores the application of backstage APP in the perspective of “Internet + ” Online education to disseminate new means.