發(fā)布時(shí)間：2018-03-07 05:35

  本文選題：營(yíng)銷(xiāo)策略　切入點(diǎn)：網(wǎng)絡(luò)電視臺(tái)　出處：《新疆大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著電子數(shù)字技術(shù),互聯(lián)網(wǎng)絡(luò)技術(shù)的發(fā)展,當(dāng)前媒體生態(tài)環(huán)境發(fā)生了巨大的變化,媒介融合已成大勢(shì)所趨。為應(yīng)對(duì)網(wǎng)絡(luò)媒體對(duì)傳統(tǒng)媒體的沖擊,網(wǎng)絡(luò)電視臺(tái)營(yíng)運(yùn)而生。網(wǎng)絡(luò)電視臺(tái)既擁有傳統(tǒng)廣播電視播出媒體的優(yōu)質(zhì)資源,同時(shí)又兼具網(wǎng)絡(luò)媒體的優(yōu)勢(shì)。但面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)和多元的市場(chǎng)環(huán)境,網(wǎng)絡(luò)電視臺(tái)還是一個(gè)新生兒。如何利用好網(wǎng)絡(luò)電視臺(tái)的先天優(yōu)勢(shì),同時(shí)發(fā)揮其網(wǎng)絡(luò)新媒體特有優(yōu)勢(shì),搶占市場(chǎng)制高點(diǎn),形成一套適合其發(fā)展經(jīng)營(yíng)策略,是當(dāng)前急需解決的問(wèn)題。本文就是在這一前提下,希望提出的營(yíng)銷(xiāo)策略對(duì)網(wǎng)絡(luò)電視臺(tái)的發(fā)展盡綿薄之力。省級(jí)網(wǎng)絡(luò)電視臺(tái)是目前網(wǎng)絡(luò)電視臺(tái)的主力軍,他的生存狀態(tài)直接反應(yīng)整個(gè)網(wǎng)絡(luò)電視臺(tái)的生存現(xiàn)狀,本文通過(guò)對(duì)網(wǎng)絡(luò)電視臺(tái)發(fā)展歷程和營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行梳理,主要運(yùn)用4P、4C理論對(duì)當(dāng)前省級(jí)網(wǎng)絡(luò)電視臺(tái)進(jìn)行營(yíng)銷(xiāo)組合設(shè)計(jì)。全文總體可以分為五個(gè)部分,第一部分主要概括目前對(duì)網(wǎng)絡(luò)電視臺(tái)進(jìn)行研究的文獻(xiàn),并綜述文章研究背景、研究意義、研究思路和方法,以及對(duì)使用的營(yíng)銷(xiāo)理論進(jìn)行界定。第二部分梳理網(wǎng)絡(luò)電視臺(tái)的發(fā)展歷程;第三部分介紹省級(jí)網(wǎng)絡(luò)電視臺(tái)當(dāng)前的營(yíng)銷(xiāo)現(xiàn)狀,分析當(dāng)前營(yíng)銷(xiāo)環(huán)境和存在的利弊;第四部分具體分析省級(jí)網(wǎng)絡(luò)電視臺(tái)的細(xì)分市場(chǎng)和目標(biāo)市場(chǎng),對(duì)省級(jí)網(wǎng)絡(luò)電視臺(tái)進(jìn)行合理的市場(chǎng)定位;第五部分就是基于4P、4C理論對(duì)省級(jí)網(wǎng)絡(luò)電視臺(tái)進(jìn)行營(yíng)銷(xiāo)組合設(shè)計(jì)。時(shí)下越來(lái)越越多的人選擇通過(guò)網(wǎng)絡(luò)來(lái)獲取視頻咨詢(xún),導(dǎo)致電視開(kāi)機(jī)率持續(xù)走低,加之國(guó)家“三網(wǎng)如何”政策的推行,讓傳統(tǒng)媒體需要緊跟當(dāng)前時(shí)代步伐,跨入全媒體時(shí)代。而作為其先鋒的網(wǎng)絡(luò)電視臺(tái)任重道遠(yuǎn)。
[Abstract]:With the development of electronic digital technology and Internet technology, great changes have taken place in the current media ecological environment, and media convergence has become the trend of the times. The network television station not only has the high quality resources of the traditional broadcast media, but also has the advantage of the network media. However, it faces the fierce market competition and the diversified market environment. Network TV station is still a newborn. How to make good use of the innate advantage of network TV station, at the same time give play to its unique advantage of new network media, seize the commanding height of the market, form a set of suitable strategy for its development and management, Under this premise, the marketing strategy proposed in this paper is of great importance to the development of the network TV station. The provincial network TV station is the main force of the network TV station at present. His survival state directly reflects the survival status of the entire network television station. This paper combs the development process and marketing status of the network television station. This paper mainly uses 4PX 4C theory to design the marketing combination of the current provincial network TV station. The whole paper can be divided into five parts. The first part mainly summarizes the literature of the current research on the network television station, and summarizes the research background of the article. Research significance, research ideas and methods, as well as the definition of the marketing theory used. The second part combing the development of network television stations, the third part introduces the current marketing situation of provincial network television stations. This paper analyzes the current marketing environment and the advantages and disadvantages of the existing, 4th part of the specific analysis of the provincial network television station market segmentation and target market, the provincial network television station reasonable market positioning; The 5th part is based on the 4PX 4C theory to design the marketing mix of the provincial network TV stations. Nowadays, more and more people choose to use the network to obtain video consultation, which leads to the continuous decline of TV boot rate. In addition, the implementation of the national "three networks" policy makes the traditional media need to keep up with the pace of the current era and step into the whole media era. The network television station, as its pioneer, has a long way to go.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G220.7-F

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本文編號(hào)：1578177