中国联通吉林省分公司手机电视营销策略研究

发布时间：2018-05-04 01:17

本文选题：手机电视 + 资费　；参考：《吉林大学》2013年硕士论文

【摘要】：人们生活中手机已成为不可缺少的重要通讯工具，由于电子科学技术的发展和人们日益增长的生活文化需求，又迅速催生手机向智能化、多功能发展。作为迎合人们在移动过程中对信息视频需求的新亮点，手机电视成为手机新的发展方向，同时也成为继电视和电脑之后的第三块可直接收看影像节目的电子产品。手机电视的优点非常多，不仅直观、便携，同时还具有一定的滞留性与交互性，，是多种媒体优点的集中体现。手机电视也是一种数字化电视，在手机中填充了大量的视频与音频。人们可以通过手机观看传统的视频和音频，同时，还可以利用网络来相互传递，极大地促进了增值业务的发展。自从3G业务蓬勃发展起来后，手机更是成为人们不可或缺的随身化信息工具，今后伴随相关技术的逐渐成熟和市场规模的扩大，为手机电视提供了广阔的发展空间。本文首先分析了手机电视目前的状况，提出手机电视在营销中面临的四个主要问题，以中国联通吉林省分公司手机电视为例进行一系列的分析。即手机电视内容有待开发整合、手机电视节目收视资费不合理、手机电视用户市场有待培育、缺乏手机电视专业营销人员，从内容方面、资费方面、用户市场及营销人员四个方面进行了分析。运用管理学和市场营销学的相关理论提出中国联通吉林省分公司手机电视业务营销的四个策略即：丰富节目内容、低资费多促销、培养专业营销人才及多渠道营销。论文将理论和实际相结合，其研究成果可为中国联通吉林省分公司发展手机电视业务提供有意的帮助，使其手机电视不仅有丰富的内容，更有灵活的运营，从各个方面满足消费者需求，为用户提供便利而丰富的服务。
[Abstract]:Mobile phone has become an indispensable communication tool in people's life. Due to the development of electronic science and technology and the increasing demand of people's life culture, mobile phone is rapidly developing to intelligent and multi-function. As a new bright spot to meet people's demand for information video in the process of mobile, mobile TV has become a new development direction of mobile phone, and it has also become the third electronic product which can directly watch video programs after TV and computer. Mobile TV has many advantages, not only intuitive, portable, but also has a certain retention and interaction, it is a concentrated embodiment of the advantages of a variety of media. Mobile TV is also a digital TV, filled with a large number of video and audio in mobile phones. People can watch the traditional video and audio through mobile phone, at the same time, they can use the network to transfer each other, which greatly promotes the development of value-added services. Since the development of 3G service, mobile phone has become an indispensable information tool. With the maturity of related technology and the expansion of market scale, mobile phone TV has a broad development space in the future. This paper first analyzes the current situation of mobile TV, puts forward four main problems in marketing of mobile TV, and takes China Unicom Jilin Branch as an example to carry out a series of analysis. That is, the content of mobile TV needs to be developed and integrated, the viewing fee for mobile TV programs is unreasonable, the market for mobile TV users needs to be cultivated, and there is a lack of professional marketing personnel for mobile TV, in terms of content and fees. User market and marketing personnel were analyzed in four aspects. Based on the relevant theories of management and marketing, this paper puts forward four strategies of mobile TV business marketing of Jilin Branch of China Unicom: enriching program content, low price and promotion, training professional marketing talents and multi-channel marketing. The paper combines theory with practice, and its research results can provide intentional help for China Unicom Jilin Branch to develop mobile TV business, so that its mobile TV not only has rich content, but also has flexible operation. From all aspects to meet the needs of consumers, to provide users with convenient and rich services.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】