【摘要】：吉視傳媒白城分公司是吉視傳媒股份有限公司的分公司之一，主要是為白城市區(qū)15萬用戶提供數(shù)字電視廣播業(yè)務(wù)、數(shù)字電視增值業(yè)務(wù)、以及大客戶專網(wǎng)和寬帶業(yè)務(wù)。隨著互聯(lián)網(wǎng)科技的迅速發(fā)展，市場競爭力不斷的加大，吉視傳媒白城分公司原有的營銷政策已經(jīng)不能滿足現(xiàn)在的競爭環(huán)境，公司想要持續(xù)、穩(wěn)定地進(jìn)行發(fā)展，就必須制定出符合白城市地區(qū)綜合環(huán)境的一系列營銷策略。 本文首先對白城分公司的營銷現(xiàn)狀進(jìn)行分析，闡述了公司在市場中出現(xiàn)的一些問題，從公司的背景介紹、人員架構(gòu)、產(chǎn)品內(nèi)容等進(jìn)行內(nèi)部分析，發(fā)現(xiàn)了一些在營銷過程中出現(xiàn)的產(chǎn)品競爭力不夠、定價(jià)機(jī)制死板、銷售渠道不暢等問題。其次對市場的宏觀營銷環(huán)境進(jìn)行了分析，從政治、經(jīng)濟(jì)、社會(huì)以及技術(shù)四個(gè)環(huán)境進(jìn)行了詳細(xì)分析，從而看出了公司在宏觀環(huán)境中的優(yōu)勢所在。對于白城分公司數(shù)字電視增值業(yè)務(wù)的市場分析，，從人口因素、使用電視的居住環(huán)境等幾方面進(jìn)行分析，確定了消費(fèi)人群以及宣傳目標(biāo)。在分析競爭對手方面，對IPTV、衛(wèi)星接收器、樂視盒子等進(jìn)行分析，看到了公司增值業(yè)務(wù)的不足以及應(yīng)該努力改進(jìn)的方向。通過以上內(nèi)容進(jìn)行SWOT分析，通過對公司的增值業(yè)務(wù)的優(yōu)勢、劣勢、機(jī)會(huì)和威脅四個(gè)方面進(jìn)行闡述，從而得到相關(guān)戰(zhàn)略說明。最后，在上述內(nèi)容基礎(chǔ)上，本文結(jié)合了營銷管理的相關(guān)理論，以白城分公司的自身特點(diǎn)為目標(biāo)市場，制定出了以顧客價(jià)值導(dǎo)向?yàn)橹行牡恼w產(chǎn)品策略，從豐富產(chǎn)品的內(nèi)容、服務(wù)人員的詳細(xì)工作流程兩方面進(jìn)行闡述，最終實(shí)現(xiàn)用戶對于整體產(chǎn)品的滿意；在價(jià)格方面實(shí)行靈活多樣的價(jià)格策略，使用戶可以改變以前的繳費(fèi)模式，實(shí)現(xiàn)按月繳費(fèi)就可以觀看增值業(yè)務(wù)更多的內(nèi)容；促銷方面主要以客戶為核心，圍繞客戶進(jìn)行機(jī)頂盒置換、活動(dòng)內(nèi)容及時(shí)更新以及體驗(yàn)式促銷等幾方面促銷策略；渠道主要是增加營業(yè)廳功能、開拓多樣的銷售渠道并在營銷渠道中進(jìn)行細(xì)分市場。 本文以白城分公司為研究對象，對增值業(yè)務(wù)的營銷策略進(jìn)行了深入研究，并完善了關(guān)于白城分公司增值業(yè)務(wù)的產(chǎn)品策略、價(jià)格策略、促銷策略以及渠道策略，為白城分公司提供了一定的理論和現(xiàn)實(shí)參考意義。對企業(yè)能準(zhǔn)確地分析市場、把握市場，并為企業(yè)創(chuàng)造更多的經(jīng)濟(jì)價(jià)值具有重要的現(xiàn)實(shí)意義。本文的研究結(jié)果不僅為白城分公司數(shù)字電視增值業(yè)務(wù)的營銷策略提供了解決方案，同時(shí)也為其它分公司的營銷提供了啟示和參考。
[Abstract]:The company is one of the branches of JT Media Co., Ltd. It mainly provides digital television broadcasting service, digital TV value-added service, and special network and broadband service for 150000 customers in Baicheng area. With the rapid development of Internet science and technology, and the increasing market competitiveness, the original marketing policies of the Whitetown Branch of JSI can no longer meet the current competitive environment. The company wants to develop continuously and steadily. It is necessary to formulate a series of marketing strategies in line with the comprehensive environment in Baicheng area. This paper first analyzes the current marketing situation of Baicheng Branch Company, expounds some problems that appear in the market, including the company's background introduction, personnel structure, product content and so on. Some problems appeared in the process of marketing, such as insufficient product competitiveness, rigid pricing mechanism and poor sales channels, etc. Secondly, it analyzes the macro marketing environment of the market, and analyzes the four environments of politics, economy, society and technology in detail, which shows the advantage of the company in the macro environment. Based on the market analysis of digital TV value-added service in Baicheng Branch, this paper analyzes the population factors and the living environment of using TV, and determines the consumption crowd and propaganda target. In the analysis of competitors, the analysis of IPTV, satellite receiver, Letv box and so on, we can see the shortcomings of the company's value-added business and the direction that should be improved. Through the SWOT analysis of the above content, the advantages, disadvantages, opportunities and threats of the value-added business of the company are expounded, and the relevant strategic explanation is obtained. Finally, on the basis of the above contents, this paper combines the relevant theories of marketing management, taking the characteristics of Baicheng Branch as the target market, and formulates the overall product strategy centered on customer value, which enriches the content of the products. The detail work flow of the service personnel is expounded in two aspects, and the satisfaction of the user for the whole product is realized finally; In the price aspect implements the flexible various price strategy, enables the user to change the previous payment pattern, realizes the monthly payment may view the value-added service more content; The promotion aspect mainly takes the customer as the core, carries on the set-top box replacement around the customer, the activity content timely updates as well as the experience promotion and so on several aspects promotion strategy; The main channel is to increase the function of business hall, open up a variety of sales channels and subdivide the market in the marketing channel. This article takes Baicheng Branch as the research object, has carried on the thorough research to the value-added service marketing strategy, and has consummated the product strategy, the price strategy, the promotion strategy and the channel strategy about the Baicheng Branch Value-added Business. Baicheng Branch provides a certain theoretical and practical reference significance. It has important practical significance for enterprises to analyze the market accurately, grasp the market, and create more economic value for enterprises. The results of this paper not only provide a solution for the marketing strategy of digital TV value-added service in Baicheng Branch, but also provide inspiration and reference for the marketing of other branches.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G229.2-F

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