發(fā)布時(shí)間：2017-08-11 10:26

  本文關(guān)鍵詞：全媒體時(shí)代下佛山電視臺(tái)產(chǎn)品創(chuàng)新及其營銷策略研究

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【摘要】：互聯(lián)網(wǎng)技術(shù)的迅速發(fā)展,解構(gòu)了電視媒介的生態(tài)環(huán)境。以往地級(jí)電視臺(tái)通過行政賦權(quán)獲得的壟斷性優(yōu)勢(shì),在新媒體的影響下逐漸瓦解。面對(duì)海量的互聯(lián)網(wǎng)信息和形式愈加多樣化的移動(dòng)終端,地級(jí)電視臺(tái)引以為傲的內(nèi)容和渠道不再是稀缺資源。媒體受眾的需求產(chǎn)生了極大的變化。媒體內(nèi)容價(jià)值通過廣告售賣變現(xiàn)的二次銷售模式開始衰落。本文以佛山電視臺(tái)在新形勢(shì)下的產(chǎn)品創(chuàng)新和營銷策略為案例進(jìn)行研究�；诜⻊�(wù)產(chǎn)品營銷的理論原理,結(jié)合供給側(cè)結(jié)構(gòu)性改革理論和信息需求理論,運(yùn)用市場(chǎng)環(huán)境分析工具、服務(wù)營銷組合和渠道營銷方面的知識(shí),分析佛山電視臺(tái)的產(chǎn)品組合在現(xiàn)有的目標(biāo)市場(chǎng)確定的前提下,如何優(yōu)化內(nèi)部資源配備,圍繞受眾需求和自身核心競(jìng)爭(zhēng)力創(chuàng)新設(shè)計(jì)產(chǎn)品,賦予其符合互聯(lián)網(wǎng)時(shí)代的內(nèi)容價(jià)值和傳播形態(tài),并重新建構(gòu)全媒體時(shí)代下的營銷模式。本文的主體結(jié)構(gòu)共有六章。第一章為導(dǎo)論,主要介紹本文的研究背景,研究目的以及意義和方法。第二章是文獻(xiàn)綜述,概述了本文使用到的基本概念,相關(guān)的經(jīng)典理論和在傳媒行業(yè)的理論應(yīng)用研究成果。第三章是案例描述,介紹了佛山電視臺(tái)的基本概況,佛山電視臺(tái)的產(chǎn)品組成、產(chǎn)品發(fā)展演變、產(chǎn)品在現(xiàn)在遭遇的問題等等,并綜述了國內(nèi)同行就共同面臨的挑戰(zhàn)進(jìn)行的變革策略,借鑒同行業(yè)內(nèi)的先進(jìn)經(jīng)驗(yàn)。第四章是案例分析。具體指出了佛山電視臺(tái)的內(nèi)外部環(huán)境變化帶來的挑戰(zhàn)和機(jī)遇,結(jié)合市場(chǎng)需求發(fā)生的變化,分析現(xiàn)有產(chǎn)品存在的問題、與市場(chǎng)需求的差距。通過佛山電視臺(tái)的目標(biāo)市場(chǎng)和受眾特征分析,明確全媒體時(shí)代下的產(chǎn)品創(chuàng)新目標(biāo)。第五章為佛山電視臺(tái)的產(chǎn)品創(chuàng)新提出具體建議,即借助供給側(cè)結(jié)構(gòu)性改革,調(diào)整資源配置,細(xì)分受眾市場(chǎng),在新聞、專題、活動(dòng)及新媒體產(chǎn)品上著力創(chuàng)新,并相應(yīng)形成新的營銷策略。第六章為總結(jié)。本文的主要結(jié)論是,佛山電視臺(tái)可以通過優(yōu)化產(chǎn)品結(jié)構(gòu),細(xì)分產(chǎn)品市場(chǎng),以開放式的生產(chǎn)體系和營銷機(jī)制創(chuàng)新,圍繞特定的用戶需求提供更優(yōu)質(zhì)、更具參與度、更個(gè)性化的全媒體服務(wù),樹立全新的“內(nèi)容服務(wù)供應(yīng)商”的市場(chǎng)形象,使產(chǎn)品或服務(wù)價(jià)值不再主要依賴廣告獲得變現(xiàn)。
【關(guān)鍵詞】：供給側(cè)改革 產(chǎn)品創(chuàng)新 產(chǎn)品組合優(yōu)化 整合營銷
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G229.24-F
【目錄】：

• ACKNOWLEDGEMENTS4-5
• ABSTRACT5-7
• 摘要7-8
• LIST OF ABBREVIATIONS8-19
• Chapter I Introduction19-22
• 1.1 Research Background19-20
• 1.2 Research Objectives and Significance20-21
• 1.2.1 Research Objectives20
• 1.2.2 Research Significance20-21
• 1.3 Research Methods21-22
• Chapter II Literature Review22-38
• 2.1 Product Innovation of Traditional Media and Supply-Side Structural Reform22-25
• 2.1.1 The Meaning of Supply-Side Structural Reform22-23
• 2.1.2 The Application of Supply-side Reform in the Field Of TV Media23-25
• 2.2 Service Marketing and Its Application in TV Media25-27
• 2.2.1 The Definitions of Service and Service Marketing25-26
• 2.2.2 Research Reviews on Service marketing of TV Media26-27
• 2.3 Researches on the Audiences’ Needs27-31
• 2.3.1 Audiences’ Needs27-29
• 2.3.2 The Differences between TV Media and Audiences’ Needs29-30
• 2.3.3 Audiences’ Needs in the Internet Age30-31
• 2.4 Product Marketing and Content Marketing31-38
• 2.4.1 The Classic Marketing Theory31
• 2.4.2 The Rise of Content Marketing31-32
• 2.4.3 The Application of TV Media Product Marketing32-35
• 2.4.4 Marketing Mode of Media Products35-38
• Chapter III Case Description38-56
• 3.1 Introduction of Foshan TV Station38-39
• 3.1.1 The Development and Introduction of Foshan TV38-39
• 3.1.2 The Nature and Market Properties of Foshan TV39
• 3.2 The Main Products of Foshan TV station39-48
• 3.2.1 News Programs40-42
• 3.2.2 Feature Programs42-43
• 3.2.3 Variety Shows43
• 3.2.4 The Ratings of the Three Major Programs43-48
• 3.3 The New Media Products of Foshan TV station48-49
• 3.3.1 "Foshan TV Station"48
• 3.3.2 Xiaoqiang Hotline48-49
• 3.3.3 "A Bite of Foshan"49
• 3.4 Unconventional Products of Foshan TV Station49-50
• 3.5 The Challenges Confronting TV Media and Enlightening Lessons of ReformStrategy from Domestic Counterparts50-56
• 3.5.1 Analysis of the Macro Environment of TV Media51-53
• 3.5.2 Reviews on the Reform Strategies of Domestic Counterparts53-56
• Chapter IV Case Analysis56-75
• 4.1 Analysis of Macro Environment56-61
• 4.1.1 Challenges Brought by the Macro Environment56-58
• 4.1.2 Opportunities Brought about by Macro Environment58-61
• 4.2 Internal Environment Analysis61-63
• 4.2.1 Internal Problems61-62
• 4.2.2 Opportunities in the Internal Environment62-63
• 4.3 Main Problems of Products63-64
• 4.3.1 Single Function of Most Products63
• 4.3.2 Lack of New Media Products63-64
• 4.3.3 Closed Production Chain and Half-opened Product Value Chain64
• 4.3.4 Low Identification for New Products and Lack of Integrated Marketing64
• 4.4 Marketing Positioning of Foshan TV and its Main Audiences64-66
• 4.5 The Change of Information Demand and Its Influence on the Supply Side66-69
• 4.5.1 The Change in the Information Demand of Foshan TV’s Main Audience4766-68
• 4.5.2 Analysis of the Influence of Information Demand Change on theSupply Structure of Foshan TV Station68-69
• 4.6 Analysis of Foshan TV’s Supply-side Marketing Reform69-75
• 4.6.1“Adding”Products of Media Convergence69-70
• 4.6.2“Subtracting”Products of Low Output70-72
• 4.6.3“Multiplying”Products Accordant with Demand72-73
• 4.6.4“Dividing”services73-75
• Chapter V Suggestion75-86
• 5.1 Suggestions on Foshan TV’s Innovation of Product75-80
• 5.1.1 Optimize News Programs and Focus on "Specific" Market75-77
• 5.1.2 Documentary: Construct Open Production Structure and Focus on theManufacture of Topic-making Products77-78
• 5.1.3 Variety and Culture Products: Actively Participate and Share,Strengthen Industry Developing Mode78-79
• 5.1.4 With the Power of Integration of Media, Strengthen the Brand’s OnlineSpreading Power79-80
• 5.2 The Innovative Integrated Marketing of Foshan TV Station80-86
• 5.2.1 Service Marketing80-82
• 5.2.2 Content Marketing82-83
• 5.2.3 Channel Marketing83-85
• 5.2.4 Mechanisms Guarantee85-86
• Chapter VI Conclusion86-88
• REFERENCE88-90

【參考文獻(xiàn)】

中國期刊全文數(shù)據(jù)庫 前3條

1 馮志峰;;供給側(cè)結(jié)構(gòu)性改革的理論邏輯與實(shí)踐路徑[J];經(jīng)濟(jì)問題;2016年02期

2 喻國明;潘佳寶;;“互聯(lián)網(wǎng)+”環(huán)境下中國傳媒經(jīng)濟(jì)的涅i糜脛厴，

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