SBN公司互动电视业务营销策略研究

发布时间：2018-03-27 18:45

本文选题：互动电视　切入点：营销策略　出处：《西北大学》2015年硕士论文

【摘要】：在国家“三网融合”的大规划背景下,随着互联网、移动互联网的快速发展,多终端、多屏互动、跨平台服务,特别是社交圈、个性化应用工具的引入,使传统的“用户”概念动态化,用户成为一个在各运营商之间动态变化的群体,同质化的内容使新媒体市场竞争异常激烈。在这种机遇与挑战并存的新形势下,SBN公司的互动电视业务应运而生。如何进一步提升企业竞争力,提高市场营销水平,树立正确的营销观念,制定更有竞争力的营销策略,成为保用户促发展的关键性因素。论文以SBN互动电视业务为研究的切入点,主要采用了理论分析法、经验总结法以及调查研究法。首先,充分运用企业战略学和市场营销学理论,借助PEST模型和波特五力模型对SBN公司所处的宏观环境和微观竞争环境进行了分析；接着介绍了SBN公司基本情况及互动电视业务营销现状,肯定成功经验的同时提出了存在的问题,为制定改进营销工作的对策建议提供现实依据；其次对用户需求进行了详尽的论述和分析,结合用户的喜好,对目标市场进行了细分和定位；接着在经典的4Ps营销策略理论的指导下,从产品、价格、促销及渠道四方面,提出了一系列适合公司发展的营销策略建议,并从加强人才队伍建设、建立完善的用户信息数据库和优化售后服务等方面拟定了落实营销方案实施的保障措施。先进有效的营销策略不仅能给企业发展提供源源不断的动力,使企业立于不败之地,同时也是企业创造品牌、创造效益的有力武器。希望论文提出的互动电视营销策略能为国网公司确立全国性的营销策略提供启示,也能为类似企业提供一定的借鉴。
[Abstract]:With the rapid development of the Internet, mobile Internet, multi-terminal, multi-screen interaction, cross-platform services, especially the introduction of social circle, personalized application tools, Make the traditional concept of "user" dynamic, and users become a dynamic group among operators, The content of homogeneity makes the competition of new media market extremely fierce. Under the new situation of coexistence of opportunity and challenge, the interactive TV business of SBN company emerges as the times require. Establishing correct marketing concept and making more competitive marketing strategy are the key factors to promote the development of users. This paper takes SBN interactive television business as the breakthrough point of study, mainly adopts the theoretical analysis method. First of all, the author makes full use of the theories of enterprise strategy and marketing, and analyzes the macro and micro competition environment of SBN Company with the help of PEST model and Porter's five Force Model. Then it introduces the basic situation of SBN company and the current situation of interactive TV business marketing, affirms the successful experience and puts forward the existing problems, which provides a realistic basis for formulating the countermeasures and suggestions to improve the marketing work. Secondly, it discusses and analyzes the user's demand in detail, classifies and orientates the target market according to the user's preference, and then under the guidance of the classical 4Ps marketing strategy theory, from the product, the price, the promotion and the channel, Put forward a series of marketing strategy suggestions suitable for the development of the company, and strengthen the construction of talent team, In the aspects of establishing perfect user information database and optimizing after-sales service, we draw up the guarantee measures to implement the marketing program. Advanced and effective marketing strategy can not only provide continuous power for the development of enterprises, but also make the enterprise in an invincible position. At the same time, it is also a powerful weapon for enterprises to create brand and benefit. It is hoped that the interactive TV marketing strategy put forward in this paper can provide inspiration for the establishment of national marketing strategy for national network companies, and can also provide some reference for similar enterprises.
【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】：F274;F426.61

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