長沙有線芒果TV點播業(yè)務(wù)營銷策略優(yōu)化研究
發(fā)布時間：2018-07-28 17:55
【摘要】：在三網(wǎng)融合的大背景下,傳統(tǒng)的有線網(wǎng)絡(luò)運營商原有的壟斷優(yōu)勢蕩然無存,只擁有一定的政策保護,在目前電信運營商激烈競爭的市場環(huán)境中,他們必須改變傳統(tǒng)有線運營商的商業(yè)模式,向全業(yè)務(wù)運營商轉(zhuǎn)型。相比其他電信運營商而言,因為湖南廣電有地域性限制,所以更處于弱勢,同時廣電不具備內(nèi)容運營的經(jīng)驗,所以他們結(jié)合自身實際,從內(nèi)容運營入手,希望找到全業(yè)務(wù)轉(zhuǎn)型的鑰匙,而芒果TV就是這樣一種嘗試。激烈的市場競爭環(huán)境和多元化的媒介市場,對芒果TV而言,彰顯其核心競爭力,實現(xiàn)效益增值,是目前迫切應(yīng)該解決的問題。本文既是在這一背景下,提出了芒果TV點播業(yè)務(wù)的營銷策略。本文以4P市場營銷理論為研究理論依據(jù),以長沙有線芒果TV點播業(yè)務(wù)為研究對象,在對芒果TV點播業(yè)務(wù)的內(nèi)外部營銷環(huán)境進行分析的基礎(chǔ)上,基于目前營銷策略中存在的問題,探討和研究了互聯(lián)網(wǎng)電視的營銷策略,并提出了營銷策略方案實施的保障。全文總共分為四個部分,第一個部分是本文研究的背景和意義,并對前人所進行的相關(guān)理論和研究成果進行了綜述。第二部分詳細分析了長沙有線芒果TV業(yè)務(wù)營銷的環(huán)境。在介紹長沙有線的基礎(chǔ)上,對芒果TV的內(nèi)外部環(huán)境進行分析,在此基礎(chǔ)上提出芒果TV業(yè)務(wù)營銷中存在的問題及原因。第三部分通過識別長沙有線芒果TV的細分市場和目標市場,對芒果TV的營銷進行合理的市場定位,針對第二章中對芒果TV現(xiàn)有營銷中存在的問題,結(jié)合4P理論提出適合芒果TV的組合營銷優(yōu)化策略,分別提出了產(chǎn)品、價格、分銷和促銷策略。第四部分提出了芒果TV營銷策略方案的實施與保障,提出了職能戰(zhàn)略調(diào)整、流程制度規(guī)范、人力資源體系改善和客戶服務(wù)體系改善等保障措施。當前,網(wǎng)絡(luò)電視迅速發(fā)展,互聯(lián)網(wǎng)電視結(jié)合互聯(lián)網(wǎng)和電視的優(yōu)勢,擁有巨大的發(fā)展前景。本文以芒果TV為研究對象,為我國互聯(lián)網(wǎng)電視在激烈的市場競爭中,找準目標市場,進行精準的市場定位,提高市場占有率提供了理論指導和實踐運行的思路,是具有現(xiàn)實意義的研究課題。
[Abstract]:Under the background of the integration of three networks, the original monopoly advantage of the traditional cable network operators has disappeared completely, and only has certain policy protection, in the current market environment of the intense competition of the telecom operators, They must change the traditional business model of cable operators to the full service operator transition. Compared with other telecom operators, because Hunan Radio and Television has regional restrictions, it is more vulnerable. At the same time, radio and television do not have experience in content operation, so they combine their own reality and start with content operation. Hope to find the key to the transformation of the whole business, and mango TV is such an attempt. The fierce market competition environment and the diversified media market, for Mango TV, to highlight its core competitiveness, realize the benefit increment, is the urgent problem that should be solved at present. Under this background, this paper puts forward the marketing strategy of mango TV on demand business. This paper takes 4P marketing theory as the theoretical basis, takes Changsha wired mango TV on demand business as the research object, on the basis of analyzing the internal and external marketing environment of mango TV on demand business, based on the problems existing in the current marketing strategy. This paper discusses and studies the marketing strategy of Internet TV, and puts forward the guarantee of the implementation of marketing strategy. The first part is the background and significance of this paper. The second part analyzes the environment of Changsha wired mango TV business marketing in detail. Based on the introduction of Changsha Cable, this paper analyzes the internal and external environment of mango TV, and puts forward the problems and reasons in mango TV business marketing. In the third part, by identifying the segmented market and target market of Changsha wired mango TV, the author makes a reasonable market positioning of mango TV, and aims at the problems existing in the current marketing of Mango TV in Chapter two. Combined with 4P theory, the combination marketing optimization strategy suitable for mango TV is put forward, and the product, price, distribution and promotion strategies are put forward respectively. The fourth part puts forward the implementation and guarantee of Mango TV marketing strategy, including the adjustment of function strategy, the standardization of process system, the improvement of human resource system and the improvement of customer service system. With the rapid development of Internet TV, Internet TV combines the advantages of Internet and TV, so it has a great development prospect. In this paper, Mango TV is taken as the research object, which provides theoretical guidance and practical operation for China's Internet TV in the fierce market competition, to find the target market, to carry out accurate market positioning, and to improve the market share. It is a research subject of practical significance.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.27-F;F274
本文編號：2151143
[Abstract]:Under the background of the integration of three networks, the original monopoly advantage of the traditional cable network operators has disappeared completely, and only has certain policy protection, in the current market environment of the intense competition of the telecom operators, They must change the traditional business model of cable operators to the full service operator transition. Compared with other telecom operators, because Hunan Radio and Television has regional restrictions, it is more vulnerable. At the same time, radio and television do not have experience in content operation, so they combine their own reality and start with content operation. Hope to find the key to the transformation of the whole business, and mango TV is such an attempt. The fierce market competition environment and the diversified media market, for Mango TV, to highlight its core competitiveness, realize the benefit increment, is the urgent problem that should be solved at present. Under this background, this paper puts forward the marketing strategy of mango TV on demand business. This paper takes 4P marketing theory as the theoretical basis, takes Changsha wired mango TV on demand business as the research object, on the basis of analyzing the internal and external marketing environment of mango TV on demand business, based on the problems existing in the current marketing strategy. This paper discusses and studies the marketing strategy of Internet TV, and puts forward the guarantee of the implementation of marketing strategy. The first part is the background and significance of this paper. The second part analyzes the environment of Changsha wired mango TV business marketing in detail. Based on the introduction of Changsha Cable, this paper analyzes the internal and external environment of mango TV, and puts forward the problems and reasons in mango TV business marketing. In the third part, by identifying the segmented market and target market of Changsha wired mango TV, the author makes a reasonable market positioning of mango TV, and aims at the problems existing in the current marketing of Mango TV in Chapter two. Combined with 4P theory, the combination marketing optimization strategy suitable for mango TV is put forward, and the product, price, distribution and promotion strategies are put forward respectively. The fourth part puts forward the implementation and guarantee of Mango TV marketing strategy, including the adjustment of function strategy, the standardization of process system, the improvement of human resource system and the improvement of customer service system. With the rapid development of Internet TV, Internet TV combines the advantages of Internet and TV, so it has a great development prospect. In this paper, Mango TV is taken as the research object, which provides theoretical guidance and practical operation for China's Internet TV in the fierce market competition, to find the target market, to carry out accurate market positioning, and to improve the market share. It is a research subject of practical significance.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.27-F;F274
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