本文選題：電視媒體　切入點(diǎn)：市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略　出處：《福州大學(xué)》2010年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的高速增長(zhǎng)和國(guó)家相關(guān)政策的放寬，，電視行業(yè)也進(jìn)入了一個(gè)新的發(fā)展時(shí)代。電視由過(guò)去黨和國(guó)家的“喉舌”發(fā)展成為了人民群眾文化娛樂(lè)生活的重要組成部分。但是,電視行業(yè)的發(fā)展也帶來(lái)了電視頻道之間的激烈競(jìng)爭(zhēng).面對(duì)這樣日趨白熱化的競(jìng)爭(zhēng)態(tài)勢(shì)，以往的片面重政治，輕市場(chǎng)、輕管理的運(yùn)營(yíng)模式已經(jīng)嚴(yán)重滯后于時(shí)代。能否準(zhǔn)確地把握電視觀眾的消費(fèi)需求，制定出合適的電視市場(chǎng)戰(zhàn)略計(jì)劃成為電視行業(yè)需要關(guān)注的問(wèn)題。運(yùn)用新型市場(chǎng)戰(zhàn)略理念，開(kāi)展電視節(jié)目的市場(chǎng)營(yíng)銷(xiāo)策略研究在當(dāng)前則具有較強(qiáng)的理論價(jià)值和現(xiàn)實(shí)意義。 本文以國(guó)內(nèi)外電視媒體市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的相關(guān)文獻(xiàn)資料為依據(jù)，將廈門(mén)衛(wèi)視作為研究對(duì)象。廈門(mén)衛(wèi)視具有省級(jí)衛(wèi)視與城市臺(tái)的雙重特點(diǎn)，同時(shí)又是一個(gè)以地方方言為主的電視媒體，所以它所采取的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略很具有代表性和獨(dú)特性。廈門(mén)衛(wèi)視作為新成立的電視媒體，從成立伊始，就通過(guò)合理地市場(chǎng)定位在短時(shí)間內(nèi)迅速形成自身鮮明的頻道特色：閩南特色。廈門(mén)衛(wèi)視堅(jiān)持“更包容，更開(kāi)放”的經(jīng)營(yíng)理念，利用其科技和硬件上優(yōu)勢(shì)，依托人才，以企業(yè)文化為導(dǎo)向，實(shí)施自己的品牌戰(zhàn)略。同時(shí)，廈門(mén)衛(wèi)視不斷的擴(kuò)大與臺(tái)灣媒體的交流合作，倡導(dǎo)“首播劇、獨(dú)播劇”概念，引進(jìn)臺(tái)灣閩南劇，譯制和投資拍攝閩南語(yǔ)電視劇，堅(jiān)持獨(dú)特的電視劇戰(zhàn)略。利用已經(jīng)形成的品牌效應(yīng)，廈門(mén)衛(wèi)視開(kāi)始嘗試廣告經(jīng)營(yíng)機(jī)制和銷(xiāo)售方式上的創(chuàng)新，并取得了一定的成效。 本文首先通過(guò)對(duì)電視產(chǎn)品的特點(diǎn)和電視經(jīng)營(yíng)的特征進(jìn)行闡述，進(jìn)而引出電視媒體市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的特殊性。文章的第三章通過(guò)SWOT分析，對(duì)廈門(mén)衛(wèi)視的外部環(huán)境和內(nèi)部條件進(jìn)行總結(jié)。進(jìn)而在第四章又重點(diǎn)對(duì)廈門(mén)衛(wèi)視的市場(chǎng)定位和受眾進(jìn)行分析，從而深入地了解了廈門(mén)衛(wèi)視的頻道和節(jié)目定位的背景、原因和過(guò)程。從文章的第五章開(kāi)始，著重從廈門(mén)衛(wèi)視的品牌戰(zhàn)略、節(jié)目設(shè)計(jì)戰(zhàn)略和廣告經(jīng)營(yíng)戰(zhàn)略三個(gè)方面，對(duì)廈門(mén)衛(wèi)視的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的基本情況進(jìn)行論述。文章的最后部分，對(duì)廈門(mén)衛(wèi)視的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略進(jìn)行總結(jié)并提出了改進(jìn)的建議。 本文以戰(zhàn)略管理理論和現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)學(xué)為依托，綜合運(yùn)用傳播學(xué)、經(jīng)濟(jì)學(xué)、營(yíng)銷(xiāo)學(xué)、心理學(xué)等進(jìn)行系統(tǒng)分析，通過(guò)對(duì)廈門(mén)衛(wèi)視的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略的研究，希望能為總結(jié)適合國(guó)內(nèi)電視媒體的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略提供借鑒和參考。
[Abstract]:With the rapid economic growth and relaxation of national policies, the television industry has entered a new era of development.Television has developed from the mouthpiece of the Party and the country into an important part of the people's cultural and recreational life.However, the development of the television industry has also brought fierce competition between television channels.In the face of this increasingly fierce competition situation, the past one-sided emphasis on politics, light market, light management operation model has seriously lagged behind the times.Whether we can accurately grasp the consumer demand of TV viewers and draw up a suitable TV market strategic plan has become a problem that the TV industry should pay attention to.It is of great theoretical value and practical significance to study the marketing strategy of TV programs by using the new market strategy.This paper takes Xiamen Satellite TV as the research object, based on the relevant literature of TV marketing strategy at home and abroad.Xiamen Satellite TV has the dual characteristics of provincial TV and city TV, and is also a local dialect based TV media, so its marketing strategy is very representative and unique.Xiamen Satellite TV, as a newly established TV media, from the beginning of its establishment, through a reasonable market orientation in a short period of time quickly formed its own distinctive channel characteristics: Minnan characteristics.Xiamen Satellite TV adheres to the management concept of "more inclusive and more open", utilizes its advantages in science and technology and hardware, relies on talents, and takes enterprise culture as the guide to implement its own brand strategy.At the same time, Xiamen Satellite TV has continuously expanded its communication and cooperation with Taiwan's media, advocated the concept of "premiere drama, single broadcast drama", introduced Taiwanese Minnan drama, translated and invested in Taiwanese TV series, and insisted on its unique TV drama strategy.Taking advantage of the brand effect, Xiamen Satellite TV began to try the innovation of advertising management mechanism and sales mode, and achieved certain results.Firstly, this paper expounds the characteristics of TV products and TV management, and then leads to the particularity of TV media marketing strategy.The third chapter summarizes the external environment and internal conditions of Xiamen Satellite TV through SWOT analysis.Then in the fourth chapter, the market orientation and audience of Xiamen Satellite TV are analyzed, and the background, reason and process of channel and program orientation of Xiamen Satellite TV are deeply understood.From the fifth chapter of the article, this paper mainly discusses the marketing strategy of Xiamen Satellite TV from three aspects: brand strategy, program design strategy and advertising management strategy.The last part of the article summarizes the marketing strategy of Xiamen Satellite TV and puts forward some suggestions for improvement.Based on the theory of strategic management and modern marketing, this paper makes a systematic analysis of communication, economics, marketing and psychology, and studies the marketing strategy of Xiamen Satellite TV.Hope to summarize the domestic TV media marketing strategy to provide reference and reference.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G229.27-F

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