【摘要】：交互式網(wǎng)絡(luò)電視業(yè)務(wù)是將互聯(lián)網(wǎng)和傳統(tǒng)電視業(yè)務(wù)相結(jié)合的一種新興業(yè)務(wù)，在近些年，交互式網(wǎng)絡(luò)電視業(yè)務(wù)在中國(guó)發(fā)展迅猛，吉林聯(lián)通也想抓住這個(gè)商機(jī)，從而通過發(fā)展交互式網(wǎng)絡(luò)電視業(yè)務(wù)提高企業(yè)收益。如何在交互式網(wǎng)絡(luò)電視激烈的市場(chǎng)競(jìng)爭(zhēng)中占取先機(jī)，從而提高用戶對(duì)交互式網(wǎng)絡(luò)電視業(yè)務(wù)的關(guān)注度和忠誠(chéng)度，是吉林聯(lián)通需要深刻思考的。本文的目的是從吉林聯(lián)通交互式網(wǎng)絡(luò)電視目前營(yíng)銷現(xiàn)狀、存在問題對(duì)其目標(biāo)市場(chǎng)重新定位從而制定對(duì)于目標(biāo)市場(chǎng)的營(yíng)銷方案來提升吉林聯(lián)通在交互式網(wǎng)絡(luò)電視市場(chǎng)的核心競(jìng)爭(zhēng)力，推動(dòng)互聯(lián)網(wǎng)增值業(yè)務(wù)的進(jìn)一步發(fā)展。 本文共分四個(gè)部分：首先，本文介紹了研究背景、研究意義、研究?jī)?nèi)容和方法。其次，介紹了吉林聯(lián)通公司概況，分析了吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)現(xiàn)狀、營(yíng)銷現(xiàn)狀、存在問題和成因。第三，通過對(duì)吉林聯(lián)通交互式網(wǎng)絡(luò)電視市場(chǎng)細(xì)分，明確了吉林聯(lián)通交互式網(wǎng)絡(luò)電視的目標(biāo)市場(chǎng)，確定了交互式網(wǎng)絡(luò)電視的市場(chǎng)定位，即：城市中喜愛收看影視劇和網(wǎng)絡(luò)互動(dòng)的用戶、農(nóng)村具備網(wǎng)絡(luò)接入條件的用戶、相關(guān)行業(yè)用戶。而對(duì)于行業(yè)客戶來說：酒店、賓館等是吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的重要客戶。第四，針對(duì)吉林聯(lián)通交互式網(wǎng)絡(luò)電視在營(yíng)銷中存在的四個(gè)主要問題：即目標(biāo)客戶定位不準(zhǔn)確，導(dǎo)致營(yíng)銷效果不明顯；產(chǎn)品單一，沒有及時(shí)推出新產(chǎn)品，消費(fèi)者選擇有限；定價(jià)策略有誤，調(diào)整價(jià)格前沒有做好充分的調(diào)查；營(yíng)銷團(tuán)隊(duì)沒有經(jīng)驗(yàn)，沒有及時(shí)、全面的開展?fàn)I銷活動(dòng)等問題。運(yùn)用市場(chǎng)營(yíng)銷理論對(duì)吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)進(jìn)行重新定位。通過調(diào)整并優(yōu)化營(yíng)銷方案，在產(chǎn)品方面，，以發(fā)展視頻為主，增值產(chǎn)品為輔，為吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)目標(biāo)市場(chǎng)用戶提供集點(diǎn)播、直播、回放以及豐富的增值產(chǎn)品如互動(dòng)游戲和卡拉OK等業(yè)務(wù)，滿足不同用戶的需求；價(jià)格方面，針對(duì)不同受眾群體，制定出多種套餐以滿足不同用戶的需求套餐，另外在交互式網(wǎng)絡(luò)電視發(fā)展的不同時(shí)期，對(duì)產(chǎn)品定價(jià)也有差異性調(diào)整；市場(chǎng)推廣方面，通過定期活動(dòng)促銷，現(xiàn)場(chǎng)發(fā)布等促進(jìn)交互式網(wǎng)絡(luò)電視業(yè)務(wù)發(fā)展；渠道方面，將自有渠道和社會(huì)渠道相結(jié)合，以發(fā)展自有渠道為主社會(huì)渠道為輔，提升營(yíng)銷能力，形成覆蓋廣泛的渠道網(wǎng)絡(luò)。使得營(yíng)銷團(tuán)隊(duì)對(duì)產(chǎn)品、定價(jià)、市場(chǎng)推廣、渠道四個(gè)營(yíng)銷策略有更深層次的理解，進(jìn)而實(shí)現(xiàn)交互式網(wǎng)絡(luò)電視業(yè)務(wù)的穩(wěn)定發(fā)展。 本文通過分析吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的發(fā)展現(xiàn)狀、存在問題重新定位目標(biāo)市場(chǎng)并且針對(duì)目標(biāo)市場(chǎng)提出了產(chǎn)品、資費(fèi)、渠道、促銷相關(guān)營(yíng)銷策略，為吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的發(fā)展提供參考。
[Abstract]:Interactive network TV service is a new business that combines Internet and traditional TV service. In recent years, interactive network television business has developed rapidly in China. Jilin Unicom also wants to seize this business opportunity. Thus, through the development of interactive network television business to improve corporate income. How to take the lead in the fierce market competition of interactive network TV, so as to improve the attention and loyalty of users to interactive network TV business, is a matter of deep consideration for Jilin Unicom. The purpose of this paper is to analyze the current marketing situation of Jilin Unicom Interactive Network TV. In order to promote the core competitiveness of Jilin Unicom in the interactive network TV market and promote the further development of Internet value-added business, the problems exist in repositioning the target market and formulating the marketing plan for the target market in order to enhance the core competitiveness of Jilin Unicom in the interactive network television market. This paper is divided into four parts: first, this paper introduces the research background, research significance, research content and methods. Secondly, it introduces the general situation of Jilin Unicom Company, analyzes the current situation, marketing status, problems and causes of Jilin Unicom Interactive Network TV Service. Thirdly, by subdividing the interactive network television market of Jilin Unicom, the target market of Jilin Unicom interactive network TV is clarified, and the market orientation of interactive network television is determined. That is: users who like watching movies and TV plays and network interaction in cities, users with network access conditions in rural areas, and users in related industries. For industry customers: hotels, hotels and other Jilin Unicom interactive network television business is an important customer. Fourth, aiming at the four main problems of Jilin Unicom interactive network TV in marketing: the target customer orientation is not accurate, the marketing effect is not obvious, the product is single, the new product is not introduced in time, the consumer choice is limited; The pricing strategy is wrong, the price adjustment is not done well before the investigation; the marketing team has no experience, is not timely, comprehensive marketing activities and other issues. Use marketing theory to reposition Jilin Unicom interactive network TV service. Through the adjustment and optimization of marketing programs, in the product aspect, to develop video as the main, value-added products as a supplement, for Jilin Unicom interactive network television business target market users to collect on demand, live broadcast, Replay and rich value-added products such as interactive games and karaoke to meet the needs of different users; price, for different audience groups, develop a variety of packages to meet the needs of different users, In addition, in different periods of the development of interactive network television, the pricing of products has also been adjusted differently; in terms of market promotion, promoting the development of interactive network TV business through regular activities, on-site distribution, etc.; channels, Combining the self-owned channel with the social channel, to develop the self-owned channel as the main social channel, to promote the marketing ability, and to form the extensive channel network. It makes the marketing team have a deeper understanding of the four marketing strategies of product, pricing, marketing promotion and channel, and then realize the stable development of interactive network TV business. Based on the analysis of the current situation of Jilin Unicom interactive network TV service, this paper reorientates the target market and puts forward some marketing strategies for the target market, such as product, tariff, channel and promotion. It provides reference for Jilin Unicom interactive network TV service development.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F626;F274

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