湖南电视剧频道营销策略研究

发布时间：2018-01-25 19:21

本文关键词： 湖南电视剧频道营销策略策略实施　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：在湖南广电不断改革的背景下，，湖南电视剧频道通过资源整合成为广电旗下一家专业性频道。自频道正式成立以来，遇到了发展中的各种问题与挑战，如何对频道进行定位、如何科学有效地进行频道管理，如何最终提高频道的市场竞争力是我们经常思考的问题。在市场竞争日益激烈的今天，将企业市场营销理论引入到传媒领域是电视剧频道加强自身管理建设的一项创新与尝试。本文首先对电视营销理论进行了述评，在此基础上提出了本文的研究思路与研究方法。其次，文章系统地分析了湖南电视剧频道目前的运营管理现状，着重探讨了频道现有资产、人力资源结构、市场情况等，并利用波特五力模型分析了其面临的竞争因素，同时运用SWTO分析了频道面临的各种优势和机会、劣势和威胁，为更好地制定营销策略打下基础。通过分析，我们认为频道营销策略应该包括品牌营销、客户关系营销、绿色营销和大众传媒营销四个方面。在营销策略的选择与实施方面，我们采用三步走策略，第一步目标是建立市场品牌，第二步目标是完善经营管理，第三步目标是全面提升形象。具体地，采用广告营销打造品牌，采用加强成本管理和开拓创新等多种途径完善经营，用提高客户服务质量全面提升频道形象。本研究认为电视剧频道作为一家专业频道的代表，其营销策略要根据频道发展的实际情况及行业状况的变化做出适当调整，不断调整频道营销策略方案，才能使频道在激烈的市场竞争中保持优势。
[Abstract]:Under the background of the continuous reform of Hunan Radio and Television, Hunan TV channel has become a professional channel through the integration of resources. Since the establishment of the channel, it has encountered various problems and challenges in the development. How to locate the channel, how to manage the channel scientifically and effectively, and how to improve the market competitiveness of the channel is a problem we often think about. Today, the market competition is increasingly fierce. The introduction of enterprise marketing theory into the media field is an innovation and attempt to strengthen the management and construction of TV channel. This paper first reviews the theory of television marketing, and then puts forward the research ideas and research methods. Secondly, the article systematically analyzes the current situation of Hunan TV channel operation and management. This paper mainly discusses the channel's existing assets, human resource structure, market situation, and analyzes the competitive factors it faces by using Porter's five-force model. At the same time, it uses SWTO to analyze the various advantages and opportunities faced by the channel. Weaknesses and threats lay the foundation for better formulation of marketing strategies. Through analysis, we believe that channel marketing strategies should include brand marketing, customer relationship marketing. Green marketing and mass media marketing four aspects. In the choice and implementation of marketing strategy, we adopt a three-step strategy, the first step is to establish a market brand, the second step is to improve management. The third step is to promote the overall image. Specifically, advertising marketing is used to create brand, cost management is strengthened and innovation is developed, and channel image is improved by improving the quality of customer service. This study believes that TV channel as a representative of a professional channel, its marketing strategy should be based on the actual development of the channel and the changes in industry conditions to make appropriate adjustments, constantly adjust the channel marketing strategy. In order to make the channel in the fierce market competition to maintain an advantage.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F

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