在体验营销时代,消费者主导的营销模式开始成为市场主流发展方向。我国数字电视的日益发展给互动电视广告带来了新的发展机会,使得互动电视广告成为体验营销中潜力方式,但是由于当前我国互动电视广告还处于初级发展阶段,如何进一步挖掘互动电视广告的潜能是当务之急。本文将针对当前体验营销中互动电视广告营销现状、营销创新模式以及互动电视广告营销策略实施进行深入研究。 In the era of experiential marketing, the consumer-led marketing model has become the mainstream of the market. The growing development of digital television in our country has brought new opportunities for development of interactive TV ads. As a result, interactive TV ads have become the potential mode of experiential marketing. However, as China’s interactive TV ads are still in the primary stage of development, how to further tap the potential of interactive TV ads? Is the top priority. This article will conduct an in-depth study of the status quo of interactive TV advertising marketing, the marketing innovation model and the implementation of interactive TV advertising marketing strategy in current experiential marketing.