L公司高清互动电视业务营销策略研究

发布时间：2018-07-06 16:38

本文选题：三网融合 + 高清互动电视　；参考：《河南科技大学》2015年硕士论文

【摘要】：经历40多年的发展,我国有线电视事业从过去的黑白、无线电视发展到后来的彩色、有线电视,从以前的模拟电视发展到如今的数字电视。目前,标清数字化电视正朝着高清、智能化、多用途电视的方向发展。随着数字、网络等信息技术的快速发展和普及应用,电视更新换代的速度越来越快,用户规模不断扩大,标志着我国电视产业进入又一个巅峰时段。我国的电视行业过去一直被有线网络运营商垄断,随着三网融合政策的实施,有线网络运营商面临巨大挑战。L公司作为洛阳本土有线网络运营商,一方面要与本地的电信运营商分割市场,另一方面要和全国性的网络电视、卫星电视、电信IPTV等共同竞争,竞争局面非常复杂残酷。目前,高清互动电视业务收入占L公司整体收入的70%,并且该业务也是未来有线电视业务的发展方向,在这样的竞争环境下,L公司首先要制定新的高清互动电视业务营销策略,提升产品和服务的竞争能力,才能保证公司持续发展。本文以L公司为研究对象,以营销理论为依据,研究制定L公司高清互动电视业务的营销策略。首先,站在宏观角度对整个公司的内外部环境进行了考察分析。对于企业营销的外部环境,采用PEST模型进行分析,并且运用EFE矩阵分析评价企业的威胁和机会。对公司的内部环境,调研分析了企业的发展概况和人力资源现状,并对公司营销战略进行重点分析。其次,对公司的产品市场进行调查和研究,分析产品在市场上的接受程度,并根据市场现状,对不同人群的需求进行市场细分,分为六大人群,分别结合他们对高清电视的需求和竞争对手的优势和劣势,研究制定了公司高清互动产品的市场定位。最后,运用SWOT分析法,综合分析了公司市场竞争的基础和未来面临的机遇和挑战,基于4P理论,从产品、价格、渠道和促销四个方面,研究制定企业的营销战略,并针对具体问题提出了针对性的解决方案。
[Abstract]:After more than 40 years' development, China's cable television industry has developed from black and white, wireless television to later color, cable television, from analogue television to digital television. At present, standard-clear digital TV is developing towards high-definition, intelligent and multi-purpose TV. With the rapid development and popularization of information technology, such as digital and network, the speed of the upgrading of TV is becoming faster and faster, and the scale of users is expanding, which indicates that the TV industry of our country has entered another peak period. China's television industry has been monopolized by cable network operators in the past. With the implementation of the three-network convergence policy, cable network operators are facing enormous challenges as local cable network operators in Luoyang. On the one hand, it is necessary to separate the market with local telecom operators, on the other hand, it must compete with the national network television, satellite television, telecommunication IPTV and so on. The competition situation is very complicated and cruel. At present, high definition interactive TV business accounts for 70% of L company's overall revenue, and this business is also the future development direction of cable TV business. Under such a competitive environment, company L should first formulate a new marketing strategy for HD interactive television business. Improve the competitiveness of products and services to ensure sustainable development of the company. Based on the marketing theory, this paper takes L Company as the research object, studies and formulates the marketing strategy of HD interactive TV business of L Company. First of all, from the macro point of view, the whole company's internal and external environment were investigated and analyzed. For the external environment of enterprise marketing, pest model is used to analyze, and EFE matrix analysis is used to evaluate the threat and opportunity of enterprise. On the internal environment of the company, the development situation and human resource status of the company are analyzed, and the marketing strategy of the company is analyzed emphatically. Secondly, the company's product market is investigated and studied, and the acceptance of the products in the market is analyzed. According to the current situation of the market, the market segments of different people's needs are divided into six groups. According to their demand for HDTV and the advantages and disadvantages of their competitors, the market positioning of HD interactive products is studied. Finally, by using SWOT analysis, the paper comprehensively analyzes the basis of the company's market competition and the opportunities and challenges it will face in the future. Based on the 4P theory, it studies and formulates the marketing strategy of the enterprise from four aspects: product, price, channel and promotion. And put forward targeted solutions to specific problems.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F;F274

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