西安广电网络高清互动业务营销策略优化研究

发布时间：2018-01-10 13:40

本文关键词：西安广电网络高清互动业务营销策略优化研究　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的快速发展以及4G业务的启动,国家实施“三网融合的战略规划,作为传统的有线电视将受到网络电视、IPTV等新型业务的严重挑战,因此,必须深入分析和研究目前有线电视电视所面临的优势和劣势,寻找能够摆脱目前残酷竞争的困境,并且针对性的制定出有效的营销策略。本文以陕西广电网络西安分公司为研究对象,以国内外营销理论为本文的指导依据,对西安广电网络高清互动电视业务营销策略进行了设计。首先介绍了西安公司的经营状况及人力资源情况,并且对西安公司的高清互动电视业务营销现状进行了详细分析,找出了营销存在的问题及原因。其次从宏观环境出发,运用PEST模型分析了西安广电网络高清互动电视业务营销的外部环境,同时运用五力竞争模型分析了行业环境分析。随后对西安公司高清互动电视的进行了用户的市场细分,以及目标市场的定位分析,通过运用定性和定量的方法对高清电视进行了客户的需求情况分析,为后续西安公司的高清互动电视业务营销策略设计提供了依据。同时运用SWOT分析方法,对西安广电网络公司高清互动电视业务的优势和劣势、机会与挑战进行了分析。最后运用了4P的营销理论,结合西安广电网络营销存在的问题,从产品、价格、促销及渠道四个方面对西安广电网络高清互动电视业务营销策略进行了设计。高清互动电视业务的营销策略的设计,要突出高清和交互的特点,通过分析消费者需求和对目标市场进行准确定位,才能真正找到高清电视业务突破市场瓶颈的切入点。西安广电网络公司通过对高清业务进行市场细分和客户定位,结合对客户的需求分析,去迎接目前“三网融合”的市场环境的竞争。本文对其他地区高清互动电视业务的发展具有一定的借鉴意义。
[Abstract]:With the rapid development of Internet technology and the start-up of 4G service, the country has implemented the strategic plan of "three networks convergence". As a traditional cable television, it will be seriously challenged by new services such as IPTV and so on. Therefore, it is necessary to deeply analyze and study the advantages and disadvantages faced by CATV at present, to find out of the plight of cruel competition. This paper takes Xi'an Branch of Shaanxi Radio and Television Network as the research object and takes the domestic and foreign marketing theory as the guiding basis. The marketing strategy of Xi'an radio and television network HD interactive TV service is designed. Firstly, the operating situation and human resources of Xi'an company are introduced. And Xi'an company's high-definition interactive television business marketing status is analyzed in detail, to find out the marketing problems and reasons. Secondly, from the macro environment. PEST model is used to analyze the external environment of Xi'an radio and television network HD interactive TV business marketing. At the same time, the paper analyzes the industry environment by using the five-force competition model. Then, it analyzes the market segmentation of the users and the positioning of the target market of the Xi'an company HD interactive TV. Through the use of qualitative and quantitative methods to analyze the needs of HDTV customers. It provides the basis for the marketing strategy design of Xi'an company's HD interactive TV business. At the same time, it uses the SWOT analysis method to analyze the advantages and disadvantages of Xi'an radio and television company's HD interactive TV business. The opportunity and challenge are analyzed. Finally, using 4P marketing theory, combining with the problems of Xi'an radio and television network marketing, from product, price. Promotion and channel four aspects of the Xi'an radio and television network high-definition interactive television business marketing strategy design. The design of high-definition interactive television business marketing strategy, to highlight the characteristics of high-definition and interactive. Through the analysis of consumer demand and accurate positioning of the target market. In order to really find the breakthrough point of high-definition television business breakthrough market bottleneck. Xi'an Radio and Television Network Company through the high-definition business market segmentation and customer positioning combined with customer demand analysis. In order to meet the competition of the market environment of "three networks converging", this paper has certain reference significance to the development of HDTV service in other regions.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

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