湖南广电跨国营销分析

发布时间：2018-03-01 00:05

本文关键词： 跨国营销湖南广电传媒策略　出处：《广东外语外贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着全球一体化不断地发展,传媒业的全球化也在加快步伐。面对西方跨国传媒的进入,中国国内的传媒企业纷纷开始积极地增强自身实力,主动参与国际竞争。同时,面对国家一系列鼓励传媒企业走出去的政策指导下,广播电视传媒作为主流媒体,应积极投入市场化、国际化。但是,与西方的大型传媒相比,我国传媒企业还存在不足,国际营销能力薄弱。本文研究的是湖南广电跨国营销策略,以国际商务理论、国际市场营销学理论和媒介营销的理论为基础,对湖南广电跨国营销的案列进行分析。本论文的内容分为两个部分:第一部分即绪论,介绍研究原因和意义以及理论综述,即对跨国营销和国内外相关文献进行介绍。第二部分是第二章至第六章,也是文章的重点。这一部分是以传媒跨国营销的过程为逻辑顺序,利用营销学的相关理论,分析湖南广电跨国营销战略、策略。最后就湖南广电跨国营销的现状及问题,提出相应的建议。
[Abstract]:With the continuous development of global integration, the globalization of the media industry is also speeding up the pace. In the face of the entry of the western transnational media, Chinese domestic media enterprises have begun to actively enhance their own strength and actively participate in international competition. Under the guidance of a series of national policies to encourage media enterprises to go out, the radio and television media, as the mainstream media, should actively participate in the marketization and internationalization. However, compared with the large-scale media in the West, the media enterprises in our country still have some shortcomings. The international marketing ability is weak. This paper studies the transnational marketing strategy of Hunan Radio and Television, which is based on the theory of international business, the theory of international marketing and the theory of media marketing. The content of this paper is divided into two parts: the first part is the introduction, introduces the reasons and significance of the research, as well as the theoretical overview, The second part is from chapter two to chapter 6th, which is also the focus of the article. This part takes the process of transnational marketing of media as the logical order and uses the relevant theories of marketing. This paper analyzes the transnational marketing strategy and strategy of Hunan Radio and Television. Finally, it puts forward corresponding suggestions on the current situation and problems of Hunan radio and television transnational marketing.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F

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