本文選題：有線數(shù)字電視 + 營銷��； 參考：《西安理工大學(xué)》2006年碩士論文

【摘要】：數(shù)字電視技術(shù)的出現(xiàn)，引起了世界范圍內(nèi)的高度重視，，它已經(jīng)被各國政府視為信息時代的一項“戰(zhàn)略技術(shù)”。2003年我國制定了有線電視數(shù)字化時間表，開始全面推廣有線數(shù)字電視，并按東部、中部、西部三個區(qū)域推進。然而計劃經(jīng)濟下形成的廣電體制，面對市場顯得力不從心，2005年全國有線數(shù)字電視用戶與制定的市場目標(biāo)相距甚遠(yuǎn)，徐州市更落后于全國，至今沒有數(shù)字電視用戶，制定有線數(shù)字電視營銷策略顯得非常必要。 本文以徐州廣播電視臺網(wǎng)絡(luò)中心有線數(shù)字電視營銷作為研究對象。在系統(tǒng)論述營銷理論及有線數(shù)字電視的有關(guān)概念后，通過對網(wǎng)絡(luò)中心有線數(shù)字電視營銷外部環(huán)境和內(nèi)部條件的分析，得出網(wǎng)絡(luò)中心有線數(shù)字電視營銷面臨的機遇和威脅、內(nèi)部的優(yōu)勢和劣勢；根據(jù)對潛在用戶的市場調(diào)查和分析，制定出有線數(shù)字電視營銷策略，主要包括產(chǎn)品設(shè)計、產(chǎn)品開發(fā)和品牌營銷組成的產(chǎn)品策略，滲透定價和折扣定價等價格策略，以及采取廣告、公關(guān)等多種促銷策略；最后針對營銷策略和有關(guān)分析，提出網(wǎng)絡(luò)中心應(yīng)建立有效的業(yè)務(wù)運營支撐系統(tǒng)等具體實施建議。 本文的研究方法主要采取理論分析與實證分析相結(jié)合，包括入戶訪談、問卷調(diào)查、PEST分析和SWOT分析等；本文的研究結(jié)果，對徐州廣播電視臺網(wǎng)絡(luò)中心有線數(shù)字電視營銷有一定的應(yīng)用價值，對國內(nèi)還沒有開展有線數(shù)字電視的城市在產(chǎn)品設(shè)計和市場營銷方面具有現(xiàn)實的參考價值。
[Abstract]:The emergence of digital TV technology has aroused great attention all over the world. It has been regarded by all governments as a "strategic technology" in the information age. In.2003, China made a digital timetable for cable television, and began to promote wired digital television in an all-round way and push forward in three regions in the Eastern, middle and western regions. The radio and television system becomes very difficult to face in the market. In 2005, the national cable digital TV users are far away from the target of the market. Xuzhou is more backward than the whole country. So far, there is no digital TV user. It is very necessary to formulate the marketing strategy of cable digital TV.
This paper takes the cable digital TV marketing of Xuzhou radio and TV station network center as the research object. After systematically discussing the marketing theory and the related concepts of cable digital television, through the analysis of the external environment and the internal conditions of the network center cable digital TV marketing, the opportunity and power of the cable digital TV marketing in the network are obtained. Coerced, internal advantages and disadvantages; according to the market investigation and analysis of potential users, the marketing strategy of cable digital television is formulated, including product design, product development and brand marketing, product strategy, penetration pricing and discount pricing strategy, as well as advertising, public relations and other promotional strategies; finally, the battalion Marketing strategy and related analysis, put forward the network center should establish effective business operation support system and other specific implementation suggestions.
The research method of this paper is mainly based on the combination of theoretical analysis and empirical analysis, including household interview, questionnaire survey, PEST analysis and SWOT analysis. The results of this paper have certain application value to the cable digital TV marketing of Xuzhou radio and television network center, and there is no city in the city for cable digital TV in the country. It has realistic reference value in design and marketing.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：G229.27-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 黃升民;2004:中國數(shù)字電視在博弈中前行[J];電視技術(shù);2004年06期

2 錢陽;關(guān)于我國數(shù)字電視產(chǎn)業(yè)鏈的初步分析[J];有線電視技術(shù);2004年03期

3 白光星;關(guān)于大連有線電視由模擬向數(shù)字整體平移的幾點思考[J];有線電視技術(shù);2004年12期

4 董震;構(gòu)筑數(shù)字電視服務(wù)營銷競爭優(yōu)勢[J];中國有線電視;2004年Z2期

5 孟廣燕;有線數(shù)字電視事業(yè)發(fā)展的探討[J];中國有線電視;2005年05期

本文編號：1991487