本文選題：“互動(dòng)吉林” + 產(chǎn)品　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：近年來，新媒體的發(fā)展異常迅猛，并憑借著自身的優(yōu)勢(shì)，正對(duì)傳統(tǒng)媒體產(chǎn)生著巨大的沖擊。視聽新媒體作為新媒體的一種類型，在國家政策的大力支持和對(duì)市場(chǎng)的不斷規(guī)范下，其運(yùn)營(yíng)主體紛紛進(jìn)入視聽服務(wù)市場(chǎng)，推出相關(guān)產(chǎn)品。在這種背景下，“互動(dòng)吉林”產(chǎn)品應(yīng)運(yùn)而生。 “互動(dòng)吉林”產(chǎn)品是吉視傳媒股份有限公司（以下簡(jiǎn)稱吉視傳媒公司）推出的一項(xiàng)電視互動(dòng)服務(wù)產(chǎn)品。它主要是以交互式現(xiàn)代多媒體信息服務(wù)平臺(tái)為依托，以數(shù)字電視為終端，以吉林省數(shù)字電視用戶為目標(biāo)市場(chǎng)，推出的全新的高清互動(dòng)電視服務(wù)產(chǎn)品。在使用“互動(dòng)吉林”產(chǎn)品的時(shí)候，用戶只需要通過數(shù)字電視終端，就可以收看到高、標(biāo)清電視節(jié)目，而且還能夠與電視機(jī)進(jìn)行雙向的“互動(dòng)交流”，體驗(yàn)電視節(jié)目時(shí)移回放，開展交互類業(yè)務(wù)，“互動(dòng)吉林”產(chǎn)品高質(zhì)量的服務(wù)正伴隨著廣大的用戶步入全新的精彩高清數(shù)字電視新時(shí)代。 在“互動(dòng)吉林”產(chǎn)品發(fā)展的過程中，既面臨國家政策的扶持、經(jīng)濟(jì)環(huán)境利好等有利的政策政治、經(jīng)濟(jì)環(huán)境，也面臨人們受教育程度不斷提高，追求高質(zhì)量精神享受產(chǎn)生的利弊交織的文化環(huán)境，還面臨網(wǎng)絡(luò)升級(jí)換代速度不斷加快，技術(shù)應(yīng)用換代風(fēng)險(xiǎn)不斷增加的技術(shù)環(huán)境。在這些銷售環(huán)境的影響下，吉視傳媒公司發(fā)展平穩(wěn)，但又面臨其他運(yùn)營(yíng)主體新產(chǎn)品競(jìng)爭(zhēng)和公司業(yè)務(wù)受區(qū)域制約的風(fēng)險(xiǎn)�！盎�(dòng)吉林”產(chǎn)品則在不斷開拓市場(chǎng)的過程中受到用戶消費(fèi)喜好和IPTV等視聽新媒體產(chǎn)品競(jìng)爭(zhēng)等因素的影響。 本文對(duì)上述影響“互動(dòng)吉林”產(chǎn)品銷售的環(huán)境和因素進(jìn)行了分析，從產(chǎn)品的營(yíng)銷目標(biāo)、目標(biāo)市場(chǎng)策略、價(jià)格策略、渠道策略、促銷策略等方面提出了一系列設(shè)計(jì)方案，并從點(diǎn)播節(jié)目編排、產(chǎn)品創(chuàng)新、人員配備保證、技術(shù)支持、提升客戶服務(wù)水平等各個(gè)方面擬定了落實(shí)方案的保證措施。 目前各類視聽新媒體運(yùn)營(yíng)主體在推出視聽新媒體產(chǎn)品同時(shí)，十分重視產(chǎn)品的營(yíng)銷策略，，但在實(shí)際操作中，卻出現(xiàn)了不同的問題。本文涉及的“互動(dòng)吉林”產(chǎn)品自2009年推出以來，用戶不斷增長(zhǎng)，滿意度不斷提高，據(jù)2013年調(diào)查數(shù)據(jù)顯示，將近八成用戶認(rèn)為互動(dòng)電視比付費(fèi)頻道更有吸引力，對(duì)當(dāng)前的市場(chǎng)營(yíng)銷方式表示接受，對(duì)服務(wù)水平表示認(rèn)可。該產(chǎn)品在開展市場(chǎng)營(yíng)銷中遇到的問題及解決方案對(duì)眾多類似產(chǎn)品的市場(chǎng)銷售工作提供了借鑒。
[Abstract]:In recent years, the development of new media is extremely rapid, and relying on its own advantages, is having a huge impact on traditional media. Audio-visual new media as a type of new media, under the strong support of national policies and the constant regulation of the market, its operators have entered the audiovisual service market and launched related products. In this context, "interactive Jilin" products came into being. Interactive Jilin product is a TV interactive service product introduced by JSI Media Co., Ltd (hereinafter referred to as JSI Media Company). It is mainly based on interactive modern multimedia information service platform, digital television as the terminal, and Jilin Province digital television users as the target market, the launch of a new high-definition interactive television service products. When using the "interactive Jilin" product, the user can only use the digital television terminal to watch high and clear television programs, and can also have two-way "interactive exchanges" with the TV set, so that they can move back and forth when they experience television programs. Develop interactive business, "interactive Jilin" products high-quality service is with the vast number of users into a new era of exciting HD digital television. In the process of product development of "interactive Jilin", they are faced with favorable policies, politics and economic environment, as well as the continuous improvement of people's education level, such as the support of national policies, the favorable economic environment, and so on. The cultural environment of pursuing the advantages and disadvantages of high quality spiritual enjoyment is faced with the technological environment where the speed of network upgrading is accelerating and the risk of technological application is increasing. Under the influence of these sales environment, JSI Media Company develops smoothly, but it also faces the risk of other operators competing for new products and the company's business being restricted by region. Interactive Jilin products are influenced by consumer preferences and competition of new audio-visual media products such as IPTV in the process of continuously developing the market. This paper analyzes the environment and factors that influence the sales of "interactive Jilin" products, and puts forward a series of design schemes from the aspects of marketing target, target market strategy, price strategy, channel strategy, promotion strategy, etc. And from the order programming, product innovation, staffing assurance, technical support, improve customer service level and other aspects of the implementation of the program security measures. At present, all kinds of new audio-visual media operators attach great importance to the marketing strategy of the new audio-visual media products at the same time, but in the actual operation, there are different problems. Since the launch of the interactive Jilin product in 2009, the number of users has been growing and their satisfaction has increased. According to the 2013 survey data, nearly 80 percent of users consider interactive television more attractive than pay channels. Express acceptance to current marketing method, express approval to service level. The problems encountered in the marketing of this product and the solutions are used for reference to the marketing work of many similar products.
【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)】：G206;F274

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