全媒体时代下佛山电视台产品创新及其营销策略研究
发布时间:2017-08-11 10:26
本文关键词:全媒体时代下佛山电视台产品创新及其营销策略研究
更多相关文章: 供给侧改革 产品创新 产品组合优化 整合营销
【摘要】:互联网技术的迅速发展,解构了电视媒介的生态环境。以往地级电视台通过行政赋权获得的垄断性优势,在新媒体的影响下逐渐瓦解。面对海量的互联网信息和形式愈加多样化的移动终端,地级电视台引以为傲的内容和渠道不再是稀缺资源。媒体受众的需求产生了极大的变化。媒体内容价值通过广告售卖变现的二次销售模式开始衰落。本文以佛山电视台在新形势下的产品创新和营销策略为案例进行研究。基于服务产品营销的理论原理,结合供给侧结构性改革理论和信息需求理论,运用市场环境分析工具、服务营销组合和渠道营销方面的知识,分析佛山电视台的产品组合在现有的目标市场确定的前提下,如何优化内部资源配备,围绕受众需求和自身核心竞争力创新设计产品,赋予其符合互联网时代的内容价值和传播形态,并重新建构全媒体时代下的营销模式。本文的主体结构共有六章。第一章为导论,主要介绍本文的研究背景,研究目的以及意义和方法。第二章是文献综述,概述了本文使用到的基本概念,相关的经典理论和在传媒行业的理论应用研究成果。第三章是案例描述,介绍了佛山电视台的基本概况,佛山电视台的产品组成、产品发展演变、产品在现在遭遇的问题等等,并综述了国内同行就共同面临的挑战进行的变革策略,借鉴同行业内的先进经验。第四章是案例分析。具体指出了佛山电视台的内外部环境变化带来的挑战和机遇,结合市场需求发生的变化,分析现有产品存在的问题、与市场需求的差距。通过佛山电视台的目标市场和受众特征分析,明确全媒体时代下的产品创新目标。第五章为佛山电视台的产品创新提出具体建议,即借助供给侧结构性改革,调整资源配置,细分受众市场,在新闻、专题、活动及新媒体产品上着力创新,并相应形成新的营销策略。第六章为总结。本文的主要结论是,佛山电视台可以通过优化产品结构,细分产品市场,以开放式的生产体系和营销机制创新,围绕特定的用户需求提供更优质、更具参与度、更个性化的全媒体服务,树立全新的“内容服务供应商”的市场形象,使产品或服务价值不再主要依赖广告获得变现。
【关键词】:供给侧改革 产品创新 产品组合优化 整合营销
【学位授予单位】:广东外语外贸大学
【学位级别】:硕士
【学位授予年份】:2016
【分类号】:G229.24-F
【目录】:
- ACKNOWLEDGEMENTS4-5
- ABSTRACT5-7
- 摘要7-8
- LIST OF ABBREVIATIONS8-19
- Chapter I Introduction19-22
- 1.1 Research Background19-20
- 1.2 Research Objectives and Significance20-21
- 1.2.1 Research Objectives20
- 1.2.2 Research Significance20-21
- 1.3 Research Methods21-22
- Chapter II Literature Review22-38
- 2.1 Product Innovation of Traditional Media and Supply-Side Structural Reform22-25
- 2.1.1 The Meaning of Supply-Side Structural Reform22-23
- 2.1.2 The Application of Supply-side Reform in the Field Of TV Media23-25
- 2.2 Service Marketing and Its Application in TV Media25-27
- 2.2.1 The Definitions of Service and Service Marketing25-26
- 2.2.2 Research Reviews on Service marketing of TV Media26-27
- 2.3 Researches on the Audiences’ Needs27-31
- 2.3.1 Audiences’ Needs27-29
- 2.3.2 The Differences between TV Media and Audiences’ Needs29-30
- 2.3.3 Audiences’ Needs in the Internet Age30-31
- 2.4 Product Marketing and Content Marketing31-38
- 2.4.1 The Classic Marketing Theory31
- 2.4.2 The Rise of Content Marketing31-32
- 2.4.3 The Application of TV Media Product Marketing32-35
- 2.4.4 Marketing Mode of Media Products35-38
- Chapter III Case Description38-56
- 3.1 Introduction of Foshan TV Station38-39
- 3.1.1 The Development and Introduction of Foshan TV38-39
- 3.1.2 The Nature and Market Properties of Foshan TV39
- 3.2 The Main Products of Foshan TV station39-48
- 3.2.1 News Programs40-42
- 3.2.2 Feature Programs42-43
- 3.2.3 Variety Shows43
- 3.2.4 The Ratings of the Three Major Programs43-48
- 3.3 The New Media Products of Foshan TV station48-49
- 3.3.1 "Foshan TV Station"48
- 3.3.2 Xiaoqiang Hotline48-49
- 3.3.3 "A Bite of Foshan"49
- 3.4 Unconventional Products of Foshan TV Station49-50
- 3.5 The Challenges Confronting TV Media and Enlightening Lessons of ReformStrategy from Domestic Counterparts50-56
- 3.5.1 Analysis of the Macro Environment of TV Media51-53
- 3.5.2 Reviews on the Reform Strategies of Domestic Counterparts53-56
- Chapter IV Case Analysis56-75
- 4.1 Analysis of Macro Environment56-61
- 4.1.1 Challenges Brought by the Macro Environment56-58
- 4.1.2 Opportunities Brought about by Macro Environment58-61
- 4.2 Internal Environment Analysis61-63
- 4.2.1 Internal Problems61-62
- 4.2.2 Opportunities in the Internal Environment62-63
- 4.3 Main Problems of Products63-64
- 4.3.1 Single Function of Most Products63
- 4.3.2 Lack of New Media Products63-64
- 4.3.3 Closed Production Chain and Half-opened Product Value Chain64
- 4.3.4 Low Identification for New Products and Lack of Integrated Marketing64
- 4.4 Marketing Positioning of Foshan TV and its Main Audiences64-66
- 4.5 The Change of Information Demand and Its Influence on the Supply Side66-69
- 4.5.1 The Change in the Information Demand of Foshan TV’s Main Audience4766-68
- 4.5.2 Analysis of the Influence of Information Demand Change on theSupply Structure of Foshan TV Station68-69
- 4.6 Analysis of Foshan TV’s Supply-side Marketing Reform69-75
- 4.6.1“Adding”Products of Media Convergence69-70
- 4.6.2“Subtracting”Products of Low Output70-72
- 4.6.3“Multiplying”Products Accordant with Demand72-73
- 4.6.4“Dividing”services73-75
- Chapter V Suggestion75-86
- 5.1 Suggestions on Foshan TV’s Innovation of Product75-80
- 5.1.1 Optimize News Programs and Focus on "Specific" Market75-77
- 5.1.2 Documentary: Construct Open Production Structure and Focus on theManufacture of Topic-making Products77-78
- 5.1.3 Variety and Culture Products: Actively Participate and Share,Strengthen Industry Developing Mode78-79
- 5.1.4 With the Power of Integration of Media, Strengthen the Brand’s OnlineSpreading Power79-80
- 5.2 The Innovative Integrated Marketing of Foshan TV Station80-86
- 5.2.1 Service Marketing80-82
- 5.2.2 Content Marketing82-83
- 5.2.3 Channel Marketing83-85
- 5.2.4 Mechanisms Guarantee85-86
- Chapter VI Conclusion86-88
- REFERENCE88-90
【参考文献】
中国期刊全文数据库 前3条
1 冯志峰;;供给侧结构性改革的理论逻辑与实践路径[J];经济问题;2016年02期
2 喻国明;潘佳宝;;“互联网+”环境下中国传媒经济的涅i糜胫厣,
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