本文選題：電視媒體　切入點(diǎn)：廣告營銷策略　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：近年來,各媒體形式快速發(fā)展,媒體環(huán)境不斷變化,各電視媒體經(jīng)營競(jìng)爭(zhēng)日趨激烈,呈現(xiàn)白熱化、同質(zhì)化的趨勢(shì)。央視一家獨(dú)大的格局早已被打破,各省級(jí)衛(wèi)視多足鼎立。同時(shí),境外媒體意圖中國市場(chǎng),以及來自新媒體,電信媒體的角逐,使得電視媒體市場(chǎng)可謂硝煙四起。湖南衛(wèi)視作為這個(gè)市場(chǎng)中的佼佼者,一直以來被各家競(jìng)爭(zhēng)對(duì)手模仿、追逐,隨著競(jìng)爭(zhēng)對(duì)手的壯大,湖南衛(wèi)視個(gè)性化、差異化的領(lǐng)先優(yōu)勢(shì)正在被削弱,從廣告主眼中炙手可熱的稀缺資源,變得可被替代。面對(duì)多樣分化的市場(chǎng)環(huán)境,湖南衛(wèi)視如何通過差異化的廣告營銷策略建立起廣告經(jīng)營的核心競(jìng)爭(zhēng)力,是一個(gè)值得研究的課題。本文的研究對(duì)湖南衛(wèi)視的廣告經(jīng)營有一定的指導(dǎo)意義,對(duì)促進(jìn)中國電視媒體廣告行業(yè)的有序競(jìng)爭(zhēng),有一定的啟示。 本文首先闡述了研究湖南衛(wèi)視廣告差異化營銷策略的現(xiàn)實(shí)意義,分析了國內(nèi)外對(duì)此論題的研究現(xiàn)狀,確定了論文的研究?jī)?nèi)容與框架。然后,深入分析了湖南衛(wèi)視的外部環(huán)境、內(nèi)部環(huán)境,從湖南衛(wèi)視廣告營銷現(xiàn)狀及SWOT分析等幾方面說明了差異化營銷策略的客觀性。接下來,圍繞產(chǎn)品的差異化、品牌與推廣的差異化、價(jià)值傳播的差異化,以及服務(wù)的差異化四個(gè)方面,對(duì)湖南衛(wèi)視廣告差異化營銷策略模式進(jìn)行了設(shè)計(jì),最后對(duì)湖南衛(wèi)視廣告差異化營銷策略有效實(shí)施提出了建議,提出了以構(gòu)建系統(tǒng)化的創(chuàng)新體系、建立學(xué)習(xí)型組織,以及打造企業(yè)價(jià)值觀三個(gè)方面的內(nèi)容來作為對(duì)湖南衛(wèi)視廣告差異化營銷策略有效實(shí)施的保障。
[Abstract]:Absrtact: in recent years, with the rapid development of various media forms, the media environment is constantly changing, and the competition among TV media is becoming more and more fierce. At the same time, the desire of foreign media to compete in the Chinese market, as well as the competition from new media and telecommunications media, has made the television media market extremely fierce. Hunan Satellite TV is one of the best in this market. It has been imitated and chased by various competitors. With the expansion of its competitors, Hunan Satellite TV's leading advantage of individualization and differentiation is being weakened, which is a hot scarce resource in the eyes of advertisers. Facing the diverse and differentiated market environment, how does Hunan Satellite TV establish the core competitiveness of advertising management through the differentiated advertising marketing strategy? The research of this paper has certain guiding significance to Hunan Satellite TV advertising management, and has certain enlightenment to promote the orderly competition of Chinese TV media advertising industry. This paper first expounds the practical significance of the research on the advertising differentiation marketing strategy of Hunan Satellite TV, analyzes the current research situation of this topic at home and abroad, and determines the research content and framework of the thesis. Then, it deeply analyzes the external environment of Hunan Satellite TV. Internal environment, from Hunan Satellite TV advertising marketing status quo and SWOT analysis to explain the objectivity of the differentiated marketing strategy. Next, around the product differentiation, brand and promotion of the differentiation, value dissemination of the difference, As well as four aspects of service differentiation, this paper designs the advertising differentiation marketing strategy model of Hunan Satellite TV, and finally puts forward some suggestions for the effective implementation of Hunan Satellite TV Advertising differentiation Marketing Strategy, and puts forward a systematic innovation system. The establishment of a learning organization and the creation of three aspects of corporate values are the guarantee for the effective implementation of the advertising differentiation marketing strategy of Hunan Satellite TV.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G229.2;F713.8

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本文編號(hào)：1630105