本文選題：媒介融合　切入點(diǎn)：視頻產(chǎn)品　出處：《廣西師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)和通信信息技術(shù)的快速發(fā)展,全球數(shù)字化技術(shù)背景下,以互聯(lián)網(wǎng)技術(shù)為媒介的網(wǎng)絡(luò)媒體逐漸的深入千家萬戶,網(wǎng)絡(luò)媒體以極速化、微內(nèi)容、交互性、多終端、個(gè)性化的傳播方式,深深地改變著人們的交往方式、思維習(xí)慣和生活狀態(tài)。因此位于媒體核心地位的傳統(tǒng)電視傳播將面臨更多的機(jī)遇和挑戰(zhàn)。因?yàn)樾畔鞑シ绞降倪M(jìn)步,信息受眾的收視行為有著多樣化和復(fù)雜化,他們即可以通過傳統(tǒng)的電視收看,也可以通過網(wǎng)絡(luò)隨時(shí)隨地點(diǎn)擊收看,所以網(wǎng)絡(luò)也將成為節(jié)目?jī)?nèi)容擴(kuò)散自身影響力和提高知名度的重要渠道�；谝陨犀F(xiàn)實(shí)情況,在互聯(lián)網(wǎng)時(shí)代背景下,此論文將視頻產(chǎn)品營(yíng)銷這一領(lǐng)域進(jìn)行深入分析,其作用和意義非常重大。文章主要分析目前互聯(lián)網(wǎng)環(huán)境下視頻產(chǎn)品營(yíng)銷的現(xiàn)狀和研究的意義;通過案例分析和文獻(xiàn)研究相結(jié)合的方式方法,以PST公司為研究的主體,借鑒其他衛(wèi)視視頻產(chǎn)品營(yíng)銷的經(jīng)典實(shí)例,盡可能多的用資料數(shù)據(jù)分析,研究PST公司視頻產(chǎn)品營(yíng)銷方式方法的可行性和重要性。首先,從國(guó)內(nèi)外關(guān)于'媒介融合'研究的相關(guān)文獻(xiàn)進(jìn)行梳理總結(jié),了解互聯(lián)網(wǎng)時(shí)代視頻產(chǎn)品營(yíng)銷的理論基礎(chǔ)。其次,分別從媒介融合時(shí)代視頻產(chǎn)品營(yíng)銷的技術(shù)環(huán)境、社會(huì)文化環(huán)境、政策環(huán)境、競(jìng)爭(zhēng)環(huán)境和受眾環(huán)境等五個(gè)層面進(jìn)行系統(tǒng)的全方位的分析,并詳細(xì)分析互聯(lián)網(wǎng)背景下,信息受眾的習(xí)慣、受眾的心理變化和受眾角色的變化等等,因此,分析出PST公司視頻產(chǎn)品營(yíng)銷的問題現(xiàn)狀有:節(jié)目定位不切實(shí)際和網(wǎng)絡(luò)媒體的利用不充分,以及專業(yè)人才缺失等問題。最后,提出互聯(lián)網(wǎng)時(shí)代PST公司視頻產(chǎn)品營(yíng)銷的對(duì)策,分別提出視頻產(chǎn)品營(yíng)銷的產(chǎn)品策略、視頻產(chǎn)品營(yíng)銷的價(jià)格策略、視頻產(chǎn)品營(yíng)銷的推廣策略和視頻產(chǎn)品營(yíng)銷的渠道策略。在產(chǎn)品策略上要在內(nèi)容定位、內(nèi)容包裝和市場(chǎng)細(xì)分上下功夫,改變視頻產(chǎn)品的老舊模式化生產(chǎn);在推廣策略上要充分利用微博微信、各種論壇貼吧等制造“事件”,粘合受眾;在渠道方面要充分利用傳統(tǒng)的電視媒體和借力網(wǎng)絡(luò)媒體,同時(shí)也要發(fā)展新型的傳播方式,如出版電子書和拍成電影進(jìn)入院線等,甚至要利用IPTV定制傳播,拉升有效傳播力。因此,在互聯(lián)網(wǎng)環(huán)境下,對(duì)傳統(tǒng)電視媒體視頻產(chǎn)品營(yíng)銷問題的分析非常重要,特別是受眾對(duì)視頻產(chǎn)品的收視行為的改變,其營(yíng)銷對(duì)策的研究部署不容小視,意義非凡。
[Abstract]:With the rapid development of Internet technology and communication information technology, under the background of global digital technology, the network media with Internet technology as the medium gradually goes deep into thousands of households, the network media with extremely fast, micro-content, interactivity, multi-terminal, The individualized mode of communication has profoundly changed people's communication, thinking habits and living conditions. Therefore, the traditional TV communication, which is at the core of the media, will face more opportunities and challenges. The viewing behavior of the information audience is diverse and complicated. They can watch it either through traditional television or by clicking on the Internet at any time or place. Therefore, the network will also become an important channel for the program content to spread its influence and enhance its popularity. Based on the above reality, this paper makes a deep analysis of the field of video product marketing in the context of the Internet era. This paper mainly analyzes the current situation and research significance of video product marketing in the Internet environment, and takes PST Company as the main research subject through the combination of case analysis and literature research. With reference to other classic examples of video product marketing of satellite TV, this paper studies the feasibility and importance of marketing methods of video products in PST Company with as much data as possible. In this paper, the author summarizes the relevant literature on media fusion at home and abroad, and understands the theoretical basis of video product marketing in the Internet era. Secondly, from the media fusion era of video product marketing technology environment, social and cultural environment, The policy environment, the competition environment and the audience environment are analyzed systematically and omni-directionally, and the habits of the information audience, the psychological changes of the audience and the changes of the audience role are analyzed in detail under the background of the Internet. This paper analyzes the current situation of PST's video product marketing, such as impractical program orientation, insufficient use of network media, and lack of professional talents. Finally, the paper puts forward the countermeasures of PST's video product marketing in the Internet era. The product strategy of video product marketing, the price strategy of video product marketing, the promotion strategy of video product marketing and the channel strategy of video product marketing are put forward respectively. Content packaging and market segmentation efforts to change the old production of video products; in the promotion strategy to make full use of Weibo WeChat, all kinds of forum posts to create "events", to cement the audience; In terms of channels, it is necessary to make full use of traditional television media and network media, and at the same time to develop new modes of communication, such as publishing e-books and making films into cinemas, and even making use of IPTV to customize communications. Therefore, in the Internet environment, it is very important to analyze the marketing problems of traditional TV media video products, especially the changes of audience's viewing behavior of video products, and the research and deployment of marketing countermeasures should not be overlooked. It means a lot.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F49

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 高雅靚;;“大片時(shí)代”電視綜藝節(jié)目經(jīng)營(yíng)模式的特點(diǎn)——以《中國(guó)好聲音》和《快樂男聲》對(duì)比為例[J];東南傳播;2014年04期

2 李翔;;內(nèi)容為本 渠道制勝 從《爸爸去哪兒》看電視真人秀節(jié)目的社交營(yíng)銷[J];新聞實(shí)踐;2013年12期

3 高迪;;論受眾心理需求視角下做精彩的電視節(jié)目[J];青春歲月;2013年19期

4 徐麗君;;三次售賣理論在電視節(jié)目營(yíng)銷中的應(yīng)用分析——以安徽衛(wèi)視《非常靜距離》為例[J];赤峰學(xué)院學(xué)報(bào)(自然科學(xué)版);2012年07期

5 程剛;熊忠輝;;《非誠(chéng)勿擾》的話題營(yíng)銷[J];視聽界;2010年03期

6 華麗芬;謝偉;;電視節(jié)目的包裝與品牌意識(shí)[J];新聞前哨;2009年03期

7 郭昕暉;;電視營(yíng)銷的兩極[J];傳媒;2008年01期

8 楊華鋼;;被動(dòng)觀眾與電視節(jié)目營(yíng)銷策略[J];中國(guó)廣播電視學(xué)刊;2007年12期

9 李飛;王高;;4Ps營(yíng)銷組合模型的改進(jìn)研究[J];管理世界;2006年09期

10 羅銳;景進(jìn)安;;中國(guó)電視節(jié)目營(yíng)銷的問題及對(duì)策[J];江蘇商論;2006年06期

相關(guān)碩士學(xué)位論文 前10條

1 王濤;新環(huán)境下民營(yíng)電視公司的節(jié)目營(yíng)銷探析[D];廣西大學(xué);2014年

2 朱君賢;浙江衛(wèi)視電視真人秀節(jié)目營(yíng)銷策略研究[D];蘇州大學(xué);2014年

3 王佳韻;媒介融合背景下的“臺(tái)網(wǎng)互動(dòng)”研究[D];黑龍江大學(xué);2014年

4 李娜;營(yíng)銷3.0視域下整合品牌傳播策略研究[D];暨南大學(xué);2013年

5 解雪;基于SWOT分析法的電視節(jié)目營(yíng)銷策略研究[D];南京師范大學(xué);2013年

6 黃悅;鳳凰衛(wèi)視文化品牌研究[D];重慶大學(xué);2013年

7 鄧作玲;案例研究：江蘇衛(wèi)視《非誠(chéng)勿擾》營(yíng)銷傳播策略[D];華南理工大學(xué);2011年

8 周立婧;中國(guó)手機(jī)電視節(jié)目營(yíng)銷策略研究[D];湖南大學(xué);2011年

9 吳敏;基于微博的媒體營(yíng)銷研究[D];暨南大學(xué);2010年

10 劉硯;新媒體營(yíng)銷變革[D];復(fù)旦大學(xué);2008年

，

本文編號(hào)：1610498