吉林联通公司交互式网络电视业务营销策略研究

发布时间：2018-09-18 15:43

【摘要】：交互式网络电视业务是将互联网和传统电视业务相结合的一种新兴业务，在近些年，交互式网络电视业务在中国发展迅猛，吉林联通也想抓住这个商机，从而通过发展交互式网络电视业务提高企业收益。如何在交互式网络电视激烈的市场竞争中占取先机，从而提高用户对交互式网络电视业务的关注度和忠诚度，是吉林联通需要深刻思考的。本文的目的是从吉林联通交互式网络电视目前营销现状、存在问题对其目标市场重新定位从而制定对于目标市场的营销方案来提升吉林联通在交互式网络电视市场的核心竞争力，推动互联网增值业务的进一步发展。本文共分四个部分：首先，本文介绍了研究背景、研究意义、研究内容和方法。其次，介绍了吉林联通公司概况，分析了吉林联通交互式网络电视业务现状、营销现状、存在问题和成因。第三，通过对吉林联通交互式网络电视市场细分，明确了吉林联通交互式网络电视的目标市场，确定了交互式网络电视的市场定位，即：城市中喜爱收看影视剧和网络互动的用户、农村具备网络接入条件的用户、相关行业用户。而对于行业客户来说：酒店、宾馆等是吉林联通交互式网络电视业务的重要客户。第四，针对吉林联通交互式网络电视在营销中存在的四个主要问题：即目标客户定位不准确，导致营销效果不明显；产品单一，没有及时推出新产品，消费者选择有限；定价策略有误，调整价格前没有做好充分的调查；营销团队没有经验，没有及时、全面的开展营销活动等问题。运用市场营销理论对吉林联通交互式网络电视业务进行重新定位。通过调整并优化营销方案，在产品方面，，以发展视频为主，增值产品为辅，为吉林联通交互式网络电视业务目标市场用户提供集点播、直播、回放以及丰富的增值产品如互动游戏和卡拉OK等业务，满足不同用户的需求；价格方面，针对不同受众群体，制定出多种套餐以满足不同用户的需求套餐，另外在交互式网络电视发展的不同时期，对产品定价也有差异性调整；市场推广方面，通过定期活动促销，现场发布等促进交互式网络电视业务发展；渠道方面，将自有渠道和社会渠道相结合，以发展自有渠道为主社会渠道为辅，提升营销能力，形成覆盖广泛的渠道网络。使得营销团队对产品、定价、市场推广、渠道四个营销策略有更深层次的理解，进而实现交互式网络电视业务的稳定发展。本文通过分析吉林联通交互式网络电视业务的发展现状、存在问题重新定位目标市场并且针对目标市场提出了产品、资费、渠道、促销相关营销策略，为吉林联通交互式网络电视业务的发展提供参考。
[Abstract]:Interactive network TV service is a new business that combines Internet and traditional TV service. In recent years, interactive network television business has developed rapidly in China. Jilin Unicom also wants to seize this business opportunity. Thus, through the development of interactive network television business to improve corporate income. How to take the lead in the fierce market competition of interactive network TV, so as to improve the attention and loyalty of users to interactive network TV business, is a matter of deep consideration for Jilin Unicom. The purpose of this paper is to analyze the current marketing situation of Jilin Unicom Interactive Network TV. In order to promote the core competitiveness of Jilin Unicom in the interactive network TV market and promote the further development of Internet value-added business, the problems exist in repositioning the target market and formulating the marketing plan for the target market in order to enhance the core competitiveness of Jilin Unicom in the interactive network television market. This paper is divided into four parts: first, this paper introduces the research background, research significance, research content and methods. Secondly, it introduces the general situation of Jilin Unicom Company, analyzes the current situation, marketing status, problems and causes of Jilin Unicom Interactive Network TV Service. Thirdly, by subdividing the interactive network television market of Jilin Unicom, the target market of Jilin Unicom interactive network TV is clarified, and the market orientation of interactive network television is determined. That is: users who like watching movies and TV plays and network interaction in cities, users with network access conditions in rural areas, and users in related industries. For industry customers: hotels, hotels and other Jilin Unicom interactive network television business is an important customer. Fourth, aiming at the four main problems of Jilin Unicom interactive network TV in marketing: the target customer orientation is not accurate, the marketing effect is not obvious, the product is single, the new product is not introduced in time, the consumer choice is limited; The pricing strategy is wrong, the price adjustment is not done well before the investigation; the marketing team has no experience, is not timely, comprehensive marketing activities and other issues. Use marketing theory to reposition Jilin Unicom interactive network TV service. Through the adjustment and optimization of marketing programs, in the product aspect, to develop video as the main, value-added products as a supplement, for Jilin Unicom interactive network television business target market users to collect on demand, live broadcast, Replay and rich value-added products such as interactive games and karaoke to meet the needs of different users; price, for different audience groups, develop a variety of packages to meet the needs of different users, In addition, in different periods of the development of interactive network television, the pricing of products has also been adjusted differently; in terms of market promotion, promoting the development of interactive network TV business through regular activities, on-site distribution, etc.; channels, Combining the self-owned channel with the social channel, to develop the self-owned channel as the main social channel, to promote the marketing ability, and to form the extensive channel network. It makes the marketing team have a deeper understanding of the four marketing strategies of product, pricing, marketing promotion and channel, and then realize the stable development of interactive network TV business. Based on the analysis of the current situation of Jilin Unicom interactive network TV service, this paper reorientates the target market and puts forward some marketing strategies for the target market, such as product, tariff, channel and promotion. It provides reference for Jilin Unicom interactive network TV service development.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

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