SGDWL公司高清电视业务营销策略研究

发布时间：2018-06-24 07:02

本文选题：GDWL公司 + 广电网络　；参考：《山东理工大学》2015年硕士论文

【摘要】：进入二十一世纪,在经济高速发展的背景下,GDWL公司以较快的速度,取得了迅速的发展和壮大。然而,经济全球化也导致了变得愈发激烈的传媒类业务竞争。在国家“三网融合”规划提出、互联网络新技术不断革新和电信重组后4G业务迅速启动的大环境下,广电公司的高清有线电视业务难免随之遭受到不少冲击和挑战。广电公司和其他一些运作成熟、市场化程度高的运营商比起来,在管理模式、产业升级、营销视野、市场业务开拓等多个方面依然身处“上下求索”的转型阶段。能够及时认识清楚当前市场形势,确定好公司主营业务发展导向,合理规划好具体市场营销策略,成为公司当下亟待解决的问题。本文进行了深入的调查和研究,在客观总结有线数字电视业务发展取得成果的同时,也清醒的看到广电网络系统自身的优势和不足。文章全面分析了GDWL公司的经营状况,在回顾本人攻读硕士学位期间学习到的市场营销理论、战略管理理论、核心竞争力理论的前提下进行具体详细地研究。通过运用PEST分析法及构建五力模型等分析内外部环境,明确广电高清电视业务的市场定位,在此基础上利用SWOT分析法寻找公司业务开展所面临的机遇和挑战。依据消费行为的因素进行市场细分,进而针对每一个细分市场提出广电公司在高清电视业务层面上的营销策略,了解市场所需,为公司业务的深化和市场的拓展提供一些可行建议与必要帮助。
[Abstract]:In the 21 century, under the background of rapid economic development, GDWL has achieved rapid development and expansion. However, economic globalization has also led to increasingly fierce competition in media business. In the national "three networks convergence" plan, the new technology of the Internet and the rapid start of 4G service after the reorganization of telecommunications, the television company's high-definition cable television business will inevitably suffer a lot of impact and challenge. Compared with some other operators with mature operation and high degree of marketization, radio and television companies are still in the transition stage of "searching up and down" in many aspects, such as management mode, industrial upgrading, marketing vision, market development and so on. To be able to understand the current market situation clearly, determine the main business development direction, reasonable planning of specific marketing strategies, become the company's current problems to be solved. This article has carried on the thorough investigation and the research, in the objective summary cable digital television service development obtains the achievement, but also soberly sees the radio and television network system own superiority and the insufficiency. This paper comprehensively analyzes the management situation of GDWL Company, and makes a detailed study on the marketing theory, strategic management theory and core competence theory of GDWL on the premise of reviewing the marketing theory, the strategic management theory and the core competence theory that I studied during my master's degree. Based on the analysis of internal and external environment by pest analysis and the construction of five-force model, the market positioning of high-definition TV service of radio and television industry is clarified, and the opportunities and challenges faced by the company in carrying out its business are found by using SWOT analysis method. According to the factors of consumer behavior, market segmentation is carried out, and then the marketing strategy of radio and television companies at the level of HDTV business is put forward for each subdivision market to understand the needs of the market. To provide some feasible suggestions and necessary help for the deepening of the company's business and the expansion of the market.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F;F274

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