Q电台营销策略研究

发布时间：2018-01-04 06:05

本文关键词：Q电台营销策略研究　出处：《云南大学》2015年硕士论文　论文类型：学位论文

【摘要】：近几年,数字化、网络化是媒体的传播趋势。新媒体大规模的产生,而且发展迅速,这让传统媒体遇到难题,例如：手机电台app、新闻资讯app、视频网站等。2015年互联网+成为国家战略,很多行业正在面临挑战。本文所讨论的Q电台于2006年开播,在全国率先推出汽车广播类频率概念。开播以来,Q电台以国际类型化广播节目编排概念,突破了国内电台的同质化格局,体现自身的特色和竞争力。目前在本市保持广告创收和车主认知度前列。但是,正如上所述,新媒体的冲击、市场的快速变化让我们的危机感加剧。所以,Q电台需要更新经营理念,立足于市场,深入分析我们的听众和目标市场,通过实施有效的营销策略占领更大的市场份额。本文采用文献研究法、实证研究法、调查研究法以及访谈法,通过剖析Q电台所面临的宏观经济环境、行业环境和内部环境等市场营销环境,在此基础上,结合自身情况,为Q电台发现有利的机会和不利的威胁因素,正确认识自身,并采取合适的定量转换工具,本文选取EFE和IFE评价矩阵,评估现阶段Q电台在内外资源利用上的效率,并通过STP市场细分,提出营销策略的可行性方案。最终,帮助Q电台在基于目前条件的情况下,实现最大化的经济和社会双重效益。
[Abstract]:In recent years, digital network is the propagation trend of media. New media in large scale, and the rapid development of the traditional media had encountered problems, for example: mobile phone radio app, APP news, video website.2015 Internet plus has become the national strategy, many industries are facing challenges. This paper will discuss Q radio launched in 2006, the country launched the first car radio frequency concept. Since its launch, Q radio international format radio programming concept, breaking the pattern of homogenization of domestic radio, reflect their own characteristics and competitiveness. At present in the city to keep the advertising revenue and the owners awareness forefront. However, as mentioned above, the new the impact of the media, the rapid market change our sense of crisis intensified. Therefore, Q stations need to update business philosophy, based on the market, in-depth analysis of our audience and target market, through the implementation of effective The marketing strategy to occupy a greater share of the market. This paper adopts the literature research method, empirical research method, investigation method and interview method, through the analysis of Q station faces the macroeconomic environment, industry environment and internal environment, marketing environment, on the basis of this, combined with their own conditions, found the favorable opportunity and unfavorable risk factors for Q radio, a correct understanding of their own, and take the appropriate quantitative conversion tool, this paper selects EFE and IFE evaluation matrix, evaluation of current Q stations in the efficiency of resource utilization on the inside and outside, and through the STP market segmentation, put forward feasible marketing strategies. Finally, based on the current Q help radio in the condition next, to realize the maximization of economic and social benefits.

【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.24-F;F274

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