本文選題：手機(jī)電視 + 資費(fèi)　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：人們生活中手機(jī)已成為不可缺少的重要通訊工具，由于電子科學(xué)技術(shù)的發(fā)展和人們?nèi)找嬖鲩L的生活文化需求，又迅速催生手機(jī)向智能化、多功能發(fā)展。作為迎合人們在移動過程中對信息視頻需求的新亮點，手機(jī)電視成為手機(jī)新的發(fā)展方向，同時也成為繼電視和電腦之后的第三塊可直接收看影像節(jié)目的電子產(chǎn)品。手機(jī)電視的優(yōu)點非常多，不僅直觀、便攜，同時還具有一定的滯留性與交互性，，是多種媒體優(yōu)點的集中體現(xiàn)。手機(jī)電視也是一種數(shù)字化電視，在手機(jī)中填充了大量的視頻與音頻。人們可以通過手機(jī)觀看傳統(tǒng)的視頻和音頻，同時，還可以利用網(wǎng)絡(luò)來相互傳遞，極大地促進(jìn)了增值業(yè)務(wù)的發(fā)展。自從3G業(yè)務(wù)蓬勃發(fā)展起來后，手機(jī)更是成為人們不可或缺的隨身化信息工具，今后伴隨相關(guān)技術(shù)的逐漸成熟和市場規(guī)模的擴(kuò)大，為手機(jī)電視提供了廣闊的發(fā)展空間。本文首先分析了手機(jī)電視目前的狀況，提出手機(jī)電視在營銷中面臨的四個主要問題，以中國聯(lián)通吉林省分公司手機(jī)電視為例進(jìn)行一系列的分析。即手機(jī)電視內(nèi)容有待開發(fā)整合、手機(jī)電視節(jié)目收視資費(fèi)不合理、手機(jī)電視用戶市場有待培育、缺乏手機(jī)電視專業(yè)營銷人員，從內(nèi)容方面、資費(fèi)方面、用戶市場及營銷人員四個方面進(jìn)行了分析。運(yùn)用管理學(xué)和市場營銷學(xué)的相關(guān)理論提出中國聯(lián)通吉林省分公司手機(jī)電視業(yè)務(wù)營銷的四個策略即：豐富節(jié)目內(nèi)容、低資費(fèi)多促銷、培養(yǎng)專業(yè)營銷人才及多渠道營銷。論文將理論和實際相結(jié)合，其研究成果可為中國聯(lián)通吉林省分公司發(fā)展手機(jī)電視業(yè)務(wù)提供有意的幫助，使其手機(jī)電視不僅有豐富的內(nèi)容，更有靈活的運(yùn)營，從各個方面滿足消費(fèi)者需求，為用戶提供便利而豐富的服務(wù)。
[Abstract]:Mobile phone has become an indispensable communication tool in people's life. Due to the development of electronic science and technology and the increasing demand of people's life culture, mobile phone is rapidly developing to intelligent and multi-function. As a new bright spot to meet people's demand for information video in the process of mobile, mobile TV has become a new development direction of mobile phone, and it has also become the third electronic product which can directly watch video programs after TV and computer. Mobile TV has many advantages, not only intuitive, portable, but also has a certain retention and interaction, it is a concentrated embodiment of the advantages of a variety of media. Mobile TV is also a digital TV, filled with a large number of video and audio in mobile phones. People can watch the traditional video and audio through mobile phone, at the same time, they can use the network to transfer each other, which greatly promotes the development of value-added services. Since the development of 3G service, mobile phone has become an indispensable information tool. With the maturity of related technology and the expansion of market scale, mobile phone TV has a broad development space in the future. This paper first analyzes the current situation of mobile TV, puts forward four main problems in marketing of mobile TV, and takes China Unicom Jilin Branch as an example to carry out a series of analysis. That is, the content of mobile TV needs to be developed and integrated, the viewing fee for mobile TV programs is unreasonable, the market for mobile TV users needs to be cultivated, and there is a lack of professional marketing personnel for mobile TV, in terms of content and fees. User market and marketing personnel were analyzed in four aspects. Based on the relevant theories of management and marketing, this paper puts forward four strategies of mobile TV business marketing of Jilin Branch of China Unicom: enriching program content, low price and promotion, training professional marketing talents and multi-channel marketing. The paper combines theory with practice, and its research results can provide intentional help for China Unicom Jilin Branch to develop mobile TV business, so that its mobile TV not only has rich content, but also has flexible operation. From all aspects to meet the needs of consumers, to provide users with convenient and rich services.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F626

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本文編號：1840938