本文選題：互動電視　切入點：營銷策略　出處：《西北大學》2015年碩士論文

【摘要】：在國家“三網(wǎng)融合”的大規(guī)劃背景下,隨著互聯(lián)網(wǎng)、移動互聯(lián)網(wǎng)的快速發(fā)展,多終端、多屏互動、跨平臺服務,特別是社交圈、個性化應用工具的引入,使傳統(tǒng)的“用戶”概念動態(tài)化,用戶成為一個在各運營商之間動態(tài)變化的群體,同質化的內容使新媒體市場競爭異常激烈。在這種機遇與挑戰(zhàn)并存的新形勢下,SBN公司的互動電視業(yè)務應運而生。如何進一步提升企業(yè)競爭力,提高市場營銷水平,樹立正確的營銷觀念,制定更有競爭力的營銷策略,成為保用戶促發(fā)展的關鍵性因素。論文以SBN互動電視業(yè)務為研究的切入點,主要采用了理論分析法、經(jīng)驗總結法以及調查研究法。首先,充分運用企業(yè)戰(zhàn)略學和市場營銷學理論,借助PEST模型和波特五力模型對SBN公司所處的宏觀環(huán)境和微觀競爭環(huán)境進行了分析；接著介紹了SBN公司基本情況及互動電視業(yè)務營銷現(xiàn)狀,肯定成功經(jīng)驗的同時提出了存在的問題,為制定改進營銷工作的對策建議提供現(xiàn)實依據(jù)；其次對用戶需求進行了詳盡的論述和分析,結合用戶的喜好,對目標市場進行了細分和定位；接著在經(jīng)典的4Ps營銷策略理論的指導下,從產(chǎn)品、價格、促銷及渠道四方面,提出了一系列適合公司發(fā)展的營銷策略建議,并從加強人才隊伍建設、建立完善的用戶信息數(shù)據(jù)庫和優(yōu)化售后服務等方面擬定了落實營銷方案實施的保障措施。先進有效的營銷策略不僅能給企業(yè)發(fā)展提供源源不斷的動力,使企業(yè)立于不敗之地,同時也是企業(yè)創(chuàng)造品牌、創(chuàng)造效益的有力武器。希望論文提出的互動電視營銷策略能為國網(wǎng)公司確立全國性的營銷策略提供啟示,也能為類似企業(yè)提供一定的借鑒。
[Abstract]:With the rapid development of the Internet, mobile Internet, multi-terminal, multi-screen interaction, cross-platform services, especially the introduction of social circle, personalized application tools, Make the traditional concept of "user" dynamic, and users become a dynamic group among operators, The content of homogeneity makes the competition of new media market extremely fierce. Under the new situation of coexistence of opportunity and challenge, the interactive TV business of SBN company emerges as the times require. Establishing correct marketing concept and making more competitive marketing strategy are the key factors to promote the development of users. This paper takes SBN interactive television business as the breakthrough point of study, mainly adopts the theoretical analysis method. First of all, the author makes full use of the theories of enterprise strategy and marketing, and analyzes the macro and micro competition environment of SBN Company with the help of PEST model and Porter's five Force Model. Then it introduces the basic situation of SBN company and the current situation of interactive TV business marketing, affirms the successful experience and puts forward the existing problems, which provides a realistic basis for formulating the countermeasures and suggestions to improve the marketing work. Secondly, it discusses and analyzes the user's demand in detail, classifies and orientates the target market according to the user's preference, and then under the guidance of the classical 4Ps marketing strategy theory, from the product, the price, the promotion and the channel, Put forward a series of marketing strategy suggestions suitable for the development of the company, and strengthen the construction of talent team, In the aspects of establishing perfect user information database and optimizing after-sales service, we draw up the guarantee measures to implement the marketing program. Advanced and effective marketing strategy can not only provide continuous power for the development of enterprises, but also make the enterprise in an invincible position. At the same time, it is also a powerful weapon for enterprises to create brand and benefit. It is hoped that the interactive TV marketing strategy put forward in this paper can provide inspiration for the establishment of national marketing strategy for national network companies, and can also provide some reference for similar enterprises.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.61

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