本文關鍵詞：全媒體時代下佛山電視臺產品創(chuàng)新及其營銷策略研究

  更多相關文章： 供給側改革 產品創(chuàng)新 產品組合優(yōu)化 整合營銷

【摘要】：互聯(lián)網技術的迅速發(fā)展,解構了電視媒介的生態(tài)環(huán)境。以往地級電視臺通過行政賦權獲得的壟斷性優(yōu)勢,在新媒體的影響下逐漸瓦解。面對海量的互聯(lián)網信息和形式愈加多樣化的移動終端,地級電視臺引以為傲的內容和渠道不再是稀缺資源。媒體受眾的需求產生了極大的變化。媒體內容價值通過廣告售賣變現(xiàn)的二次銷售模式開始衰落。本文以佛山電視臺在新形勢下的產品創(chuàng)新和營銷策略為案例進行研究。基于服務產品營銷的理論原理,結合供給側結構性改革理論和信息需求理論,運用市場環(huán)境分析工具、服務營銷組合和渠道營銷方面的知識,分析佛山電視臺的產品組合在現(xiàn)有的目標市場確定的前提下,如何優(yōu)化內部資源配備,圍繞受眾需求和自身核心競爭力創(chuàng)新設計產品,賦予其符合互聯(lián)網時代的內容價值和傳播形態(tài),并重新建構全媒體時代下的營銷模式。本文的主體結構共有六章。第一章為導論,主要介紹本文的研究背景,研究目的以及意義和方法。第二章是文獻綜述,概述了本文使用到的基本概念,相關的經典理論和在傳媒行業(yè)的理論應用研究成果。第三章是案例描述,介紹了佛山電視臺的基本概況,佛山電視臺的產品組成、產品發(fā)展演變、產品在現(xiàn)在遭遇的問題等等,并綜述了國內同行就共同面臨的挑戰(zhàn)進行的變革策略,借鑒同行業(yè)內的先進經驗。第四章是案例分析。具體指出了佛山電視臺的內外部環(huán)境變化帶來的挑戰(zhàn)和機遇,結合市場需求發(fā)生的變化,分析現(xiàn)有產品存在的問題、與市場需求的差距。通過佛山電視臺的目標市場和受眾特征分析,明確全媒體時代下的產品創(chuàng)新目標。第五章為佛山電視臺的產品創(chuàng)新提出具體建議,即借助供給側結構性改革,調整資源配置,細分受眾市場,在新聞、專題、活動及新媒體產品上著力創(chuàng)新,并相應形成新的營銷策略。第六章為總結。本文的主要結論是,佛山電視臺可以通過優(yōu)化產品結構,細分產品市場,以開放式的生產體系和營銷機制創(chuàng)新,圍繞特定的用戶需求提供更優(yōu)質、更具參與度、更個性化的全媒體服務,樹立全新的“內容服務供應商”的市場形象,使產品或服務價值不再主要依賴廣告獲得變現(xiàn)。
【關鍵詞】：供給側改革 產品創(chuàng)新 產品組合優(yōu)化 整合營銷
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：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】

中國期刊全文數(shù)據庫 前3條

1 馮志峰;;供給側結構性改革的理論邏輯與實踐路徑[J];經濟問題;2016年02期

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

本文編號：655611