本文選題：傳媒業(yè)務(wù) + 營銷策略　； 參考：《吉林大學(xué)》2011年碩士論文

【摘要】：未來3年是中國聯(lián)通戰(zhàn)略轉(zhuǎn)型的關(guān)鍵時(shí)期,傳媒等新興轉(zhuǎn)型業(yè)務(wù)成為拉動(dòng)增值產(chǎn)品收入的主要增長點(diǎn),傳統(tǒng)的電信營銷模式已不能跟上企業(yè)的業(yè)務(wù)與服務(wù)轉(zhuǎn)型發(fā)展,因此,探索出新的營銷商業(yè)模式成為目前首要的課題。然而,完舉成這一重大舉措,需要突破傳統(tǒng)市場定位,深度挖掘企業(yè)、個(gè)人客戶的信息服務(wù)需求,并通過業(yè)務(wù)、終端的融合創(chuàng)新,為客戶提供簡單、便捷、個(gè)性化的信息體驗(yàn),才能不斷提升客戶價(jià)值,創(chuàng)造出行之有效的營銷策略。本論文圍繞長春市聯(lián)通公司傳媒業(yè)務(wù)的營銷特殊性、原營銷模式、營銷環(huán)境進(jìn)行深入分析和研究,建立了長春市聯(lián)通公司傳媒業(yè)務(wù)STP戰(zhàn)略設(shè)計(jì)模型并且適合傳媒業(yè)務(wù)現(xiàn)狀的營銷策略的改進(jìn)體系。 首先,本論文旨在通過對(duì)長春市聯(lián)通公司傳媒業(yè)務(wù)概況的介紹來了解其產(chǎn)品與特點(diǎn),通過對(duì)其營銷特殊性分析來顯示有別于傳統(tǒng)的媒體產(chǎn)品。因此只有充分地理解這些特征,才能有的放矢地利用其獨(dú)特的優(yōu)勢,創(chuàng)造性地開拓市場工作。 在對(duì)長春市聯(lián)通公司傳媒業(yè)務(wù)原營銷模式進(jìn)行深入分析,總結(jié)出該傳媒業(yè)務(wù)在產(chǎn)品線、產(chǎn)品定價(jià)、產(chǎn)品發(fā)行渠道分別存在一些問題:號(hào)簿數(shù)據(jù)信息量大,自身產(chǎn)品線單一,出版周期長,時(shí)效性差;產(chǎn)品定價(jià)較高,使用也不方便;在發(fā)行渠道上,發(fā)行覆蓋面窄,致使號(hào)簿廣告有效傳播差。這些問題長期沒有解決,是造成長春市聯(lián)通公司傳媒業(yè)務(wù)的廣告銷售收入增長緩慢的主要原因。 為了及時(shí)對(duì)傳媒業(yè)務(wù)所處的市場營銷環(huán)境進(jìn)行分析,并不斷發(fā)現(xiàn)企業(yè)營銷環(huán)境中的機(jī)會(huì),規(guī)避企業(yè)營銷環(huán)境中的威脅,在規(guī)避威脅的過程中,尋找新的發(fā)展機(jī)會(huì),本文運(yùn)用了戰(zhàn)略管理里的企業(yè)環(huán)境的PEST分析法和SWOT分析模型進(jìn)行探究,還結(jié)合了產(chǎn)品研究法、管理研究法和現(xiàn)代營銷戰(zhàn)略管理理論知識(shí)。通過建立企業(yè)環(huán)境的SWOT分析模型,為下一步營銷戰(zhàn)略規(guī)劃與營銷策略的設(shè)計(jì)提供了企業(yè)營銷實(shí)戰(zhàn)依據(jù)。 在對(duì)長春市聯(lián)通公司傳媒業(yè)務(wù)STP營銷戰(zhàn)略規(guī)劃的制定上,對(duì)其號(hào)簿產(chǎn)品進(jìn)行市場細(xì)分、目標(biāo)市場選擇、市場定位,為企業(yè)提供了競爭與成長的利器。制定營銷戰(zhàn)略實(shí)質(zhì)上就是根據(jù)企業(yè)的經(jīng)營情況選擇合適的營銷方案。 在對(duì)長春市聯(lián)通公司傳媒業(yè)務(wù)營銷策略的制定上,本文運(yùn)用了4Ps理論,從產(chǎn)品策略、定價(jià)策略、分銷策略、促銷策略四個(gè)維度進(jìn)行規(guī)劃設(shè)計(jì)。同時(shí),為了與競爭對(duì)手的產(chǎn)品或服務(wù)相區(qū)別,結(jié)合長春地區(qū)的實(shí)際情況,配合有效的廣告策略和整合營銷傳播進(jìn)行品牌推廣,這樣才能使企業(yè)的產(chǎn)品在競爭對(duì)手面前脫穎而出,被消費(fèi)者選擇和接受,從而獲得市場競爭的優(yōu)勢。 最后一章,詳細(xì)闡述了長春市聯(lián)通公司傳媒業(yè)務(wù)營銷策略實(shí)施的保障措施。只有完整的經(jīng)歷這樣一個(gè)過程,一個(gè)好的營銷策略才能取得預(yù)期的效果,才算將精細(xì)化管理貫穿于企業(yè)基礎(chǔ)管理工作的全過程,才能充分發(fā)揮規(guī)劃、預(yù)算和考核的導(dǎo)向作用,并能加強(qiáng)企業(yè)轉(zhuǎn)型實(shí)施過程中的戰(zhàn)略管控。 本論文基于4Ps理論營銷視角,為長春市聯(lián)通公司傳媒業(yè)務(wù)提供了新的市場營銷設(shè)計(jì)方案,并從營銷特殊性、原營銷模式、營銷環(huán)境等方面論證了新的市場營銷策略設(shè)想的可操作性,提醒企業(yè)從現(xiàn)有業(yè)務(wù)與市場組合,向未來新業(yè)務(wù)與市場有效組合的過渡方向發(fā)展,即選準(zhǔn)企業(yè)市場營銷運(yùn)作的方向、趨勢。
[Abstract]:The next 3 years is a critical period of strategic transformation of China Unicom Chinese, media and other emerging business transformation become the main driving growth of value-added products revenue, the traditional marketing mode has not kept pace with the development of enterprise business and service transformation, therefore, to explore new marketing business models become the most important task at present. However, end up in a this is a big move, need to break through the traditional market positioning, the depth of mining enterprises, the information service needs of individual customers, and through business innovation, integration of the terminal, to provide customers with a simple, convenient, personalized experience, to improve customer value, creating effective marketing strategy. This paper focuses on Changchun marketing particularity Unicom, the original marketing mode, in-depth analysis and Research on marketing environment, establish Changchun Unicom STP strategy and design model An improved system of marketing strategy suitable for the current situation of the media business.
First of all, this thesis aims to Changchun Unicom Company of media business introduced to understand the products and features, based on its marketing analysis in order to differentiate from traditional media products. Therefore only fully understand these characteristics, then we can use its unique advantages, creatively to open up the market.
In Changchun Unicom's original marketing mode in-depth analysis, summed up the media business in the product line, product pricing, product distribution channels. There are some problems: the book contains a large amount of data, the single product line, publishing cycle, poor timeliness; higher product prices, is not convenient in use; the distribution channels on the distribution, narrow coverage, resulting in Book advertising. These long-term issues not resolved, is a major cause of Changchun Unicom's advertising sales revenue growth is slow.
In order to timely to the media business in the marketing environment analysis, and to find the marketing environment of enterprise marketing opportunities, avoid the threat to the environment, in the process of avoiding threats, find new opportunities, this paper uses PEST analysis method and SWOT analysis model of strategic management in the environment of enterprises inquiry, but also a combination of product research, management methods and modern marketing management theory. Through the establishment of enterprise SWOT environment analysis model, provides the basis for enterprise marketing marketing strategy planning and design of the next step.
In the development of Changchun Unicom STP marketing strategy planning, market segmentation of its book products, target market selection, market positioning, provides sharp competition and growth for the enterprise. The marketing strategy is essentially according to the situation of enterprises to choose appropriate marketing solutions.
In the development of Changchun unicom marketing strategy, based on the 4Ps theory, from product strategy, pricing strategy, distribution strategy, the four dimensions of marketing strategy planning and design. At the same time, in order to compete with the product or service is different, according to the actual situation of Changchun area, combined with effective advertising strategy integrated marketing communication and brand promotion, so as to make the product of the enterprise talent shows itself before competitors, consumers choose and accept, so as to obtain the market competition advantage.
In the last chapter, elaborated the safeguard measures Changchun unicom marketing strategy implementation. Only through such a process, a good marketing strategy to achieve the expected results, it will be a whole process of fine management in the basic work of enterprise management, in order to give full play to the guiding role of planning. The budget and assessment, and to strengthen the implementation of strategic management of enterprise transformation process.
This paper based on the perspective of 4Ps marketing theory, provides a new marketing design scheme for Changchun Unicom, and from the particularity of marketing, the original marketing mode, the marketing environment has demonstrated that the idea of marketing strategy of the new operation, remind the enterprise from the business and the market portfolio, the transition to development the future direction of new business and market combination, namely choosing marketing direction and trend.

【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】：2011
【分類號(hào)】：F626.12

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 孔令東;遼寧移動(dòng)位置信息服務(wù)營銷策略研究[D];吉林大學(xué);2012年

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本文編號(hào)：1748702