本文關(guān)鍵詞： 跨國營銷 湖南廣電 傳媒 策略　出處：《廣東外語外貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球一體化不斷地發(fā)展,傳媒業(yè)的全球化也在加快步伐。面對西方跨國傳媒的進(jìn)入,中國國內(nèi)的傳媒企業(yè)紛紛開始積極地增強(qiáng)自身實(shí)力,主動參與國際競爭。同時,面對國家一系列鼓勵傳媒企業(yè)走出去的政策指導(dǎo)下,廣播電視傳媒作為主流媒體,應(yīng)積極投入市場化、國際化。但是,與西方的大型傳媒相比,我國傳媒企業(yè)還存在不足,國際營銷能力薄弱。本文研究的是湖南廣電跨國營銷策略,以國際商務(wù)理論、國際市場營銷學(xué)理論和媒介營銷的理論為基礎(chǔ),對湖南廣電跨國營銷的案列進(jìn)行分析。本論文的內(nèi)容分為兩個部分:第一部分即緒論,介紹研究原因和意義以及理論綜述,即對跨國營銷和國內(nèi)外相關(guān)文獻(xiàn)進(jìn)行介紹。第二部分是第二章至第六章,也是文章的重點(diǎn)。這一部分是以傳媒跨國營銷的過程為邏輯順序,利用營銷學(xué)的相關(guān)理論,分析湖南廣電跨國營銷戰(zhàn)略、策略。最后就湖南廣電跨國營銷的現(xiàn)狀及問題,提出相應(yīng)的建議。
[Abstract]:With the continuous development of global integration, the globalization of the media industry is also speeding up the pace. In the face of the entry of the western transnational media, Chinese domestic media enterprises have begun to actively enhance their own strength and actively participate in international competition. Under the guidance of a series of national policies to encourage media enterprises to go out, the radio and television media, as the mainstream media, should actively participate in the marketization and internationalization. However, compared with the large-scale media in the West, the media enterprises in our country still have some shortcomings. The international marketing ability is weak. This paper studies the transnational marketing strategy of Hunan Radio and Television, which is based on the theory of international business, the theory of international marketing and the theory of media marketing. The content of this paper is divided into two parts: the first part is the introduction, introduces the reasons and significance of the research, as well as the theoretical overview, The second part is from chapter two to chapter 6th, which is also the focus of the article. This part takes the process of transnational marketing of media as the logical order and uses the relevant theories of marketing. This paper analyzes the transnational marketing strategy and strategy of Hunan Radio and Television. Finally, it puts forward corresponding suggestions on the current situation and problems of Hunan radio and television transnational marketing.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G229.27-F

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本文編號：1549527