【摘要】： 鳳凰衛(wèi)視作為最具影響力的境外華語媒體，自開播以來以其拉近全球華人的距離，向全世界發(fā)出華人的聲音為理念，架起了連接兩岸三地及全球華人之間有效的溝通橋梁，通過一系列精彩節(jié)目的創(chuàng)辦、獨特的二次傳播以及三明戰(zhàn)略的實施，僅用十年的時間，，現(xiàn)已發(fā)展成為衛(wèi)星電視業(yè)中脫穎而出的佼佼者，然而，面對復(fù)雜激烈的市場競爭環(huán)境，鳳凰衛(wèi)視如何進行更加準(zhǔn)確的廣告目標(biāo)市場定位以及搞好市場營銷，已經(jīng)成為其廣告營銷機構(gòu)需要思考和解決的重要課題。 本文基于廣告業(yè)市場營銷的相關(guān)理論，在探討國內(nèi)外有關(guān)廣告營銷理論研究現(xiàn)狀與應(yīng)用現(xiàn)狀的基礎(chǔ)上，首先進行了鳳凰衛(wèi)視廣告業(yè)務(wù)宏觀環(huán)境和產(chǎn)業(yè)環(huán)境分析，得出了鳳凰衛(wèi)視的主要外部機遇和威脅；其次，進行了鳳凰衛(wèi)視的廣告業(yè)務(wù)營銷內(nèi)部資源條件與競爭力評估，得出了其主要優(yōu)勢和劣勢；再次，依據(jù)廣告業(yè)的市場狀況，尋找出了鳳凰衛(wèi)視廣告業(yè)務(wù)的目標(biāo)市場，并進行了鳳凰衛(wèi)視廣告業(yè)務(wù)的市場定位；然后，運用4P策略進行了鳳凰衛(wèi)視廣告產(chǎn)品營銷策略的研究，其中在產(chǎn)品策略上，主要從鳳凰衛(wèi)視廣告產(chǎn)品設(shè)計以及廣告產(chǎn)品編排兩個方面進行了闡述；在價格策略上，在分析鳳凰衛(wèi)視廣告產(chǎn)品價格影響因素的基礎(chǔ)上，提出了適合鳳凰衛(wèi)視廣告產(chǎn)品的定價方式；在營銷渠道策略上，本文就鳳凰衛(wèi)視廣告經(jīng)營如何進行渠道的設(shè)置和維護進行了研究；在促銷策略上，本文在分析鳳凰衛(wèi)視現(xiàn)有促銷策略的基礎(chǔ)上，主要從促銷活動策劃、促銷品牌策劃以及促銷優(yōu)惠獎勵策劃三個方面進行研究，最后，為保證以上營銷策略方案的有效實施，提出了建立廣告業(yè)務(wù)績效考核機制、推廣OEC式動態(tài)管理、開展關(guān)系營銷等幾個方面的全新營銷思路。
[Abstract]:As the most influential overseas Chinese-language media, Phoenix Satellite TV has since its launch built an effective communication bridge between the three places on both sides of the Taiwan Strait and the Chinese people around the world with the idea of narrowing the distance between the Chinese people in the world and sending out the voice of the Chinese people around the world. Through the establishment of a series of wonderful programs, the unique secondary dissemination and the implementation of Sanming's strategy, with only 10 years of time, it has now developed into a leader in the satellite television industry. However, in the face of the complicated and fierce market competition environment, How to position the advertising target more accurately and how to do well in the marketing of Phoenix Satellite TV has become an important subject for its advertising marketing organization to think about and solve. Based on the relevant theories of advertising marketing, this paper analyzes the macro and industrial environment of advertising business of Phoenix Satellite TV, on the basis of discussing the present situation and application of advertising marketing theory at home and abroad. The main external opportunities and threats of Phoenix Satellite TV are obtained. Secondly, the internal resource conditions and competitiveness of advertising marketing of Phoenix Satellite TV are evaluated, and its main advantages and disadvantages are obtained. Thirdly, according to the market situation of advertising industry, Find out the target market of advertising business of Phoenix Satellite TV, and carry on the market orientation of advertising business of Phoenix Satellite TV; then, use 4P strategy to study the marketing strategy of advertising product of Phoenix Satellite TV, among them, in the product strategy, Mainly from two aspects of advertising product design and advertisement product arrangement of Phoenix Satellite TV, on the basis of price strategy, on the basis of analyzing the influencing factors of advertising product price of Phoenix Satellite TV, Put forward the pricing method suitable for Phoenix Satellite TV advertising products; in the marketing channel strategy, this paper studies how to set up and maintain the channel in the advertising management of Phoenix Satellite TV; in the promotion strategy, On the basis of analyzing the existing promotion strategies of Phoenix Satellite TV, this paper mainly studies from three aspects: promotion activity planning, promotion brand planning and promotion incentive planning. Finally, in order to ensure the effective implementation of the above marketing strategies, This paper puts forward some new marketing ideas, such as establishing the performance appraisal mechanism of advertising business, popularizing OEC dynamic management, developing relationship marketing and so on.
【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】：2007
【分類號】：F713.8;G229.2-F

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 王偉;地方電視臺廣告經(jīng)營模式研究[D];天津理工大學(xué);2010年

本文編號：2192663