长沙有线芒果TV点播业务营销策略优化研究
发布时间：2018-07-28 17:55
【摘要】：在三网融合的大背景下,传统的有线网络运营商原有的垄断优势荡然无存,只拥有一定的政策保护,在目前电信运营商激烈竞争的市场环境中,他们必须改变传统有线运营商的商业模式,向全业务运营商转型。相比其他电信运营商而言,因为湖南广电有地域性限制,所以更处于弱势,同时广电不具备内容运营的经验,所以他们结合自身实际,从内容运营入手,希望找到全业务转型的钥匙,而芒果TV就是这样一种尝试。激烈的市场竞争环境和多元化的媒介市场,对芒果TV而言,彰显其核心竞争力,实现效益增值,是目前迫切应该解决的问题。本文既是在这一背景下,提出了芒果TV点播业务的营销策略。本文以4P市场营销理论为研究理论依据,以长沙有线芒果TV点播业务为研究对象,在对芒果TV点播业务的内外部营销环境进行分析的基础上,基于目前营销策略中存在的问题,探讨和研究了互联网电视的营销策略,并提出了营销策略方案实施的保障。全文总共分为四个部分,第一个部分是本文研究的背景和意义,并对前人所进行的相关理论和研究成果进行了综述。第二部分详细分析了长沙有线芒果TV业务营销的环境。在介绍长沙有线的基础上,对芒果TV的内外部环境进行分析,在此基础上提出芒果TV业务营销中存在的问题及原因。第三部分通过识别长沙有线芒果TV的细分市场和目标市场,对芒果TV的营销进行合理的市场定位,针对第二章中对芒果TV现有营销中存在的问题,结合4P理论提出适合芒果TV的组合营销优化策略,分别提出了产品、价格、分销和促销策略。第四部分提出了芒果TV营销策略方案的实施与保障,提出了职能战略调整、流程制度规范、人力资源体系改善和客户服务体系改善等保障措施。当前,网络电视迅速发展,互联网电视结合互联网和电视的优势,拥有巨大的发展前景。本文以芒果TV为研究对象,为我国互联网电视在激烈的市场竞争中,找准目标市场,进行精准的市场定位,提高市场占有率提供了理论指导和实践运行的思路,是具有现实意义的研究课题。
[Abstract]:Under the background of the integration of three networks, the original monopoly advantage of the traditional cable network operators has disappeared completely, and only has certain policy protection, in the current market environment of the intense competition of the telecom operators, They must change the traditional business model of cable operators to the full service operator transition. Compared with other telecom operators, because Hunan Radio and Television has regional restrictions, it is more vulnerable. At the same time, radio and television do not have experience in content operation, so they combine their own reality and start with content operation. Hope to find the key to the transformation of the whole business, and mango TV is such an attempt. The fierce market competition environment and the diversified media market, for Mango TV, to highlight its core competitiveness, realize the benefit increment, is the urgent problem that should be solved at present. Under this background, this paper puts forward the marketing strategy of mango TV on demand business. This paper takes 4P marketing theory as the theoretical basis, takes Changsha wired mango TV on demand business as the research object, on the basis of analyzing the internal and external marketing environment of mango TV on demand business, based on the problems existing in the current marketing strategy. This paper discusses and studies the marketing strategy of Internet TV, and puts forward the guarantee of the implementation of marketing strategy. The first part is the background and significance of this paper. The second part analyzes the environment of Changsha wired mango TV business marketing in detail. Based on the introduction of Changsha Cable, this paper analyzes the internal and external environment of mango TV, and puts forward the problems and reasons in mango TV business marketing. In the third part, by identifying the segmented market and target market of Changsha wired mango TV, the author makes a reasonable market positioning of mango TV, and aims at the problems existing in the current marketing of Mango TV in Chapter two. Combined with 4P theory, the combination marketing optimization strategy suitable for mango TV is put forward, and the product, price, distribution and promotion strategies are put forward respectively. The fourth part puts forward the implementation and guarantee of Mango TV marketing strategy, including the adjustment of function strategy, the standardization of process system, the improvement of human resource system and the improvement of customer service system. With the rapid development of Internet TV, Internet TV combines the advantages of Internet and TV, so it has a great development prospect. In this paper, Mango TV is taken as the research object, which provides theoretical guidance and practical operation for China's Internet TV in the fierce market competition, to find the target market, to carry out accurate market positioning, and to improve the market share. It is a research subject of practical significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F;F274
本文编号：2151143
[Abstract]:Under the background of the integration of three networks, the original monopoly advantage of the traditional cable network operators has disappeared completely, and only has certain policy protection, in the current market environment of the intense competition of the telecom operators, They must change the traditional business model of cable operators to the full service operator transition. Compared with other telecom operators, because Hunan Radio and Television has regional restrictions, it is more vulnerable. At the same time, radio and television do not have experience in content operation, so they combine their own reality and start with content operation. Hope to find the key to the transformation of the whole business, and mango TV is such an attempt. The fierce market competition environment and the diversified media market, for Mango TV, to highlight its core competitiveness, realize the benefit increment, is the urgent problem that should be solved at present. Under this background, this paper puts forward the marketing strategy of mango TV on demand business. This paper takes 4P marketing theory as the theoretical basis, takes Changsha wired mango TV on demand business as the research object, on the basis of analyzing the internal and external marketing environment of mango TV on demand business, based on the problems existing in the current marketing strategy. This paper discusses and studies the marketing strategy of Internet TV, and puts forward the guarantee of the implementation of marketing strategy. The first part is the background and significance of this paper. The second part analyzes the environment of Changsha wired mango TV business marketing in detail. Based on the introduction of Changsha Cable, this paper analyzes the internal and external environment of mango TV, and puts forward the problems and reasons in mango TV business marketing. In the third part, by identifying the segmented market and target market of Changsha wired mango TV, the author makes a reasonable market positioning of mango TV, and aims at the problems existing in the current marketing of Mango TV in Chapter two. Combined with 4P theory, the combination marketing optimization strategy suitable for mango TV is put forward, and the product, price, distribution and promotion strategies are put forward respectively. The fourth part puts forward the implementation and guarantee of Mango TV marketing strategy, including the adjustment of function strategy, the standardization of process system, the improvement of human resource system and the improvement of customer service system. With the rapid development of Internet TV, Internet TV combines the advantages of Internet and TV, so it has a great development prospect. In this paper, Mango TV is taken as the research object, which provides theoretical guidance and practical operation for China's Internet TV in the fierce market competition, to find the target market, to carry out accurate market positioning, and to improve the market share. It is a research subject of practical significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F;F274
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