PST公司视频产品营销的问题与对策研究

发布时间：2018-03-14 08:53

本文选题：媒介融合　切入点：视频产品　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术和通信信息技术的快速发展,全球数字化技术背景下,以互联网技术为媒介的网络媒体逐渐的深入千家万户,网络媒体以极速化、微内容、交互性、多终端、个性化的传播方式,深深地改变着人们的交往方式、思维习惯和生活状态。因此位于媒体核心地位的传统电视传播将面临更多的机遇和挑战。因为信息传播方式的进步,信息受众的收视行为有着多样化和复杂化,他们即可以通过传统的电视收看,也可以通过网络随时随地点击收看,所以网络也将成为节目内容扩散自身影响力和提高知名度的重要渠道。基于以上现实情况,在互联网时代背景下,此论文将视频产品营销这一领域进行深入分析,其作用和意义非常重大。文章主要分析目前互联网环境下视频产品营销的现状和研究的意义;通过案例分析和文献研究相结合的方式方法,以PST公司为研究的主体,借鉴其他卫视视频产品营销的经典实例,尽可能多的用资料数据分析,研究PST公司视频产品营销方式方法的可行性和重要性。首先,从国内外关于'媒介融合'研究的相关文献进行梳理总结,了解互联网时代视频产品营销的理论基础。其次,分别从媒介融合时代视频产品营销的技术环境、社会文化环境、政策环境、竞争环境和受众环境等五个层面进行系统的全方位的分析,并详细分析互联网背景下,信息受众的习惯、受众的心理变化和受众角色的变化等等,因此,分析出PST公司视频产品营销的问题现状有:节目定位不切实际和网络媒体的利用不充分,以及专业人才缺失等问题。最后,提出互联网时代PST公司视频产品营销的对策,分别提出视频产品营销的产品策略、视频产品营销的价格策略、视频产品营销的推广策略和视频产品营销的渠道策略。在产品策略上要在内容定位、内容包装和市场细分上下功夫,改变视频产品的老旧模式化生产;在推广策略上要充分利用微博微信、各种论坛贴吧等制造“事件”,粘合受众;在渠道方面要充分利用传统的电视媒体和借力网络媒体,同时也要发展新型的传播方式,如出版电子书和拍成电影进入院线等,甚至要利用IPTV定制传播,拉升有效传播力。因此,在互联网环境下,对传统电视媒体视频产品营销问题的分析非常重要,特别是受众对视频产品的收视行为的改变,其营销对策的研究部署不容小视,意义非凡。
[Abstract]:With the rapid development of Internet technology and communication information technology, under the background of global digital technology, the network media with Internet technology as the medium gradually goes deep into thousands of households, the network media with extremely fast, micro-content, interactivity, multi-terminal, The individualized mode of communication has profoundly changed people's communication, thinking habits and living conditions. Therefore, the traditional TV communication, which is at the core of the media, will face more opportunities and challenges. The viewing behavior of the information audience is diverse and complicated. They can watch it either through traditional television or by clicking on the Internet at any time or place. Therefore, the network will also become an important channel for the program content to spread its influence and enhance its popularity. Based on the above reality, this paper makes a deep analysis of the field of video product marketing in the context of the Internet era. This paper mainly analyzes the current situation and research significance of video product marketing in the Internet environment, and takes PST Company as the main research subject through the combination of case analysis and literature research. With reference to other classic examples of video product marketing of satellite TV, this paper studies the feasibility and importance of marketing methods of video products in PST Company with as much data as possible. In this paper, the author summarizes the relevant literature on media fusion at home and abroad, and understands the theoretical basis of video product marketing in the Internet era. Secondly, from the media fusion era of video product marketing technology environment, social and cultural environment, The policy environment, the competition environment and the audience environment are analyzed systematically and omni-directionally, and the habits of the information audience, the psychological changes of the audience and the changes of the audience role are analyzed in detail under the background of the Internet. This paper analyzes the current situation of PST's video product marketing, such as impractical program orientation, insufficient use of network media, and lack of professional talents. Finally, the paper puts forward the countermeasures of PST's video product marketing in the Internet era. The product strategy of video product marketing, the price strategy of video product marketing, the promotion strategy of video product marketing and the channel strategy of video product marketing are put forward respectively. Content packaging and market segmentation efforts to change the old production of video products; in the promotion strategy to make full use of Weibo WeChat, all kinds of forum posts to create "events", to cement the audience; In terms of channels, it is necessary to make full use of traditional television media and network media, and at the same time to develop new modes of communication, such as publishing e-books and making films into cinemas, and even making use of IPTV to customize communications. Therefore, in the Internet environment, it is very important to analyze the marketing problems of traditional TV media video products, especially the changes of audience's viewing behavior of video products, and the research and deployment of marketing countermeasures should not be overlooked. It means a lot.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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