省级网络电视台营销现状与策略研究

发布时间：2018-03-07 05:35

本文选题：营销策略　切入点：网络电视台　出处：《新疆大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着电子数字技术,互联网络技术的发展,当前媒体生态环境发生了巨大的变化,媒介融合已成大势所趋。为应对网络媒体对传统媒体的冲击,网络电视台营运而生。网络电视台既拥有传统广播电视播出媒体的优质资源,同时又兼具网络媒体的优势。但面对激烈的市场竞争和多元的市场环境,网络电视台还是一个新生儿。如何利用好网络电视台的先天优势,同时发挥其网络新媒体特有优势,抢占市场制高点,形成一套适合其发展经营策略,是当前急需解决的问题。本文就是在这一前提下,希望提出的营销策略对网络电视台的发展尽绵薄之力。省级网络电视台是目前网络电视台的主力军,他的生存状态直接反应整个网络电视台的生存现状,本文通过对网络电视台发展历程和营销现状进行梳理,主要运用4P、4C理论对当前省级网络电视台进行营销组合设计。全文总体可以分为五个部分,第一部分主要概括目前对网络电视台进行研究的文献,并综述文章研究背景、研究意义、研究思路和方法,以及对使用的营销理论进行界定。第二部分梳理网络电视台的发展历程;第三部分介绍省级网络电视台当前的营销现状,分析当前营销环境和存在的利弊;第四部分具体分析省级网络电视台的细分市场和目标市场,对省级网络电视台进行合理的市场定位;第五部分就是基于4P、4C理论对省级网络电视台进行营销组合设计。时下越来越越多的人选择通过网络来获取视频咨询,导致电视开机率持续走低,加之国家“三网如何”政策的推行,让传统媒体需要紧跟当前时代步伐,跨入全媒体时代。而作为其先锋的网络电视台任重道远。
[Abstract]:With the development of electronic digital technology and Internet technology, great changes have taken place in the current media ecological environment, and media convergence has become the trend of the times. The network television station not only has the high quality resources of the traditional broadcast media, but also has the advantage of the network media. However, it faces the fierce market competition and the diversified market environment. Network TV station is still a newborn. How to make good use of the innate advantage of network TV station, at the same time give play to its unique advantage of new network media, seize the commanding height of the market, form a set of suitable strategy for its development and management, Under this premise, the marketing strategy proposed in this paper is of great importance to the development of the network TV station. The provincial network TV station is the main force of the network TV station at present. His survival state directly reflects the survival status of the entire network television station. This paper combs the development process and marketing status of the network television station. This paper mainly uses 4PX 4C theory to design the marketing combination of the current provincial network TV station. The whole paper can be divided into five parts. The first part mainly summarizes the literature of the current research on the network television station, and summarizes the research background of the article. Research significance, research ideas and methods, as well as the definition of the marketing theory used. The second part combing the development of network television stations, the third part introduces the current marketing situation of provincial network television stations. This paper analyzes the current marketing environment and the advantages and disadvantages of the existing, 4th part of the specific analysis of the provincial network television station market segmentation and target market, the provincial network television station reasonable market positioning; The 5th part is based on the 4PX 4C theory to design the marketing mix of the provincial network TV stations. Nowadays, more and more people choose to use the network to obtain video consultation, which leads to the continuous decline of TV boot rate. In addition, the implementation of the national "three networks" policy makes the traditional media need to keep up with the pace of the current era and step into the whole media era. The network television station, as its pioneer, has a long way to go.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G220.7-F

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