新媒体时代河北私家车广播品牌营销策略研究

发布时间：2018-01-28 18:52

本文关键词： 新媒体河北私家车广播品牌营销营销策略　出处：《河北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着私家车和新媒体的发展,广播节目的受众和节目形态、媒体竞争环境都发生了重大变化。以网络技术为代表的新媒体的强势来袭正在不断冲击和挤压广播、电视、报纸等传统媒体的发展空间。在这一背景下,传统媒体必须改变思路,探索书一条与新媒体融合,共同发展的道路。论文力求为河北私家车广播解决其在品牌营销过程中遇到的问题,并提供一套更符合现实竞争环境的品牌营销方案。本文首先分析了广播发展大环境的变化以及给广播媒体带来的改变,进而总结出私家车广播在新媒体时代的特点和发展趋势。其次,给出了河北私家车广播的发展状况,指出河北私家车广播目前在品牌营销中存在的问题,并对问题进行剖析。最后,在充分理解品牌营销相关理论以及对受众群体收听调查的详细分析的基础上,提出了新媒体时代河北私家车广播的品牌营销方案:品牌如何定位、品牌形象塑造如何更鲜明、怎样通过大型活动营销品牌、加强品牌延伸,与新媒体融合拓宽品牌传播渠道等。对河北私家车广播品牌营销策略的研究不仅有助于进一步扩大河北私家车广播的受众群,提升其市场影响力,使其品牌价值最大化。同时,也从理论上加深了广播品牌营销研究的深度,为其他广播媒体的品牌营销提供了有价值的参考。
[Abstract]:In recent years, with the development of private cars and new media, the audience and program form of radio programs. Great changes have taken place in the environment of media competition. The strong attack of new media, represented by network technology, is constantly impacting and squeezing the development space of traditional media, such as radio, television, newspapers and so on. Traditional media must change their thinking and explore a way to integrate books with new media and develop together. The paper tries to solve the problems encountered in the process of brand marketing for Hebei private car broadcasting. And to provide a more realistic competitive environment of brand marketing program. Firstly, this paper analyzes the changes of broadcasting development environment and the changes to the broadcast media. Then summarizes the characteristics and development trend of private car broadcasting in the new media era. Secondly, it gives the development of Hebei private car broadcasting, and points out the existing problems of Hebei private car broadcasting in brand marketing. Finally, on the basis of a full understanding of brand marketing theory and audience listening to the survey on the basis of detailed analysis. This paper puts forward the brand marketing scheme of Hebei private car broadcasting in the new media era: how to position the brand, how to shape the brand image more clearly, how to strengthen the brand extension through the large-scale activity marketing brand. The research on Hebei private car broadcasting brand marketing strategy is not only helpful to further expand the audience of Hebei private car broadcasting and enhance its market influence. At the same time, it also deepens the research depth of broadcasting brand marketing theoretically, and provides valuable reference for other broadcast media brand marketing.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

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