吉视传媒公司“互动吉林”产品营销策略研究

发布时间：2018-04-22 12:18

本文选题：“互动吉林” + 产品　；参考：《吉林大学》2014年硕士论文

【摘要】：近年来，新媒体的发展异常迅猛，并凭借着自身的优势，正对传统媒体产生着巨大的冲击。视听新媒体作为新媒体的一种类型，在国家政策的大力支持和对市场的不断规范下，其运营主体纷纷进入视听服务市场，推出相关产品。在这种背景下，“互动吉林”产品应运而生。 “互动吉林”产品是吉视传媒股份有限公司（以下简称吉视传媒公司）推出的一项电视互动服务产品。它主要是以交互式现代多媒体信息服务平台为依托，以数字电视为终端，以吉林省数字电视用户为目标市场，推出的全新的高清互动电视服务产品。在使用“互动吉林”产品的时候，用户只需要通过数字电视终端，就可以收看到高、标清电视节目，而且还能够与电视机进行双向的“互动交流”，体验电视节目时移回放，开展交互类业务，“互动吉林”产品高质量的服务正伴随着广大的用户步入全新的精彩高清数字电视新时代。在“互动吉林”产品发展的过程中，既面临国家政策的扶持、经济环境利好等有利的政策政治、经济环境，也面临人们受教育程度不断提高，追求高质量精神享受产生的利弊交织的文化环境，还面临网络升级换代速度不断加快，技术应用换代风险不断增加的技术环境。在这些销售环境的影响下，吉视传媒公司发展平稳，但又面临其他运营主体新产品竞争和公司业务受区域制约的风险。“互动吉林”产品则在不断开拓市场的过程中受到用户消费喜好和IPTV等视听新媒体产品竞争等因素的影响。本文对上述影响“互动吉林”产品销售的环境和因素进行了分析，从产品的营销目标、目标市场策略、价格策略、渠道策略、促销策略等方面提出了一系列设计方案，并从点播节目编排、产品创新、人员配备保证、技术支持、提升客户服务水平等各个方面拟定了落实方案的保证措施。目前各类视听新媒体运营主体在推出视听新媒体产品同时，十分重视产品的营销策略，，但在实际操作中，却出现了不同的问题。本文涉及的“互动吉林”产品自2009年推出以来，用户不断增长，满意度不断提高，据2013年调查数据显示，将近八成用户认为互动电视比付费频道更有吸引力，对当前的市场营销方式表示接受，对服务水平表示认可。该产品在开展市场营销中遇到的问题及解决方案对众多类似产品的市场销售工作提供了借鉴。
[Abstract]:In recent years, the development of new media is extremely rapid, and relying on its own advantages, is having a huge impact on traditional media. Audio-visual new media as a type of new media, under the strong support of national policies and the constant regulation of the market, its operators have entered the audiovisual service market and launched related products. In this context, "interactive Jilin" products came into being. Interactive Jilin product is a TV interactive service product introduced by JSI Media Co., Ltd (hereinafter referred to as JSI Media Company). It is mainly based on interactive modern multimedia information service platform, digital television as the terminal, and Jilin Province digital television users as the target market, the launch of a new high-definition interactive television service products. When using the "interactive Jilin" product, the user can only use the digital television terminal to watch high and clear television programs, and can also have two-way "interactive exchanges" with the TV set, so that they can move back and forth when they experience television programs. Develop interactive business, "interactive Jilin" products high-quality service is with the vast number of users into a new era of exciting HD digital television. In the process of product development of "interactive Jilin", they are faced with favorable policies, politics and economic environment, as well as the continuous improvement of people's education level, such as the support of national policies, the favorable economic environment, and so on. The cultural environment of pursuing the advantages and disadvantages of high quality spiritual enjoyment is faced with the technological environment where the speed of network upgrading is accelerating and the risk of technological application is increasing. Under the influence of these sales environment, JSI Media Company develops smoothly, but it also faces the risk of other operators competing for new products and the company's business being restricted by region. Interactive Jilin products are influenced by consumer preferences and competition of new audio-visual media products such as IPTV in the process of continuously developing the market. This paper analyzes the environment and factors that influence the sales of "interactive Jilin" products, and puts forward a series of design schemes from the aspects of marketing target, target market strategy, price strategy, channel strategy, promotion strategy, etc. And from the order programming, product innovation, staffing assurance, technical support, improve customer service level and other aspects of the implementation of the program security measures. At present, all kinds of new audio-visual media operators attach great importance to the marketing strategy of the new audio-visual media products at the same time, but in the actual operation, there are different problems. Since the launch of the interactive Jilin product in 2009, the number of users has been growing and their satisfaction has increased. According to the 2013 survey data, nearly 80 percent of users consider interactive television more attractive than pay channels. Express acceptance to current marketing method, express approval to service level. The problems encountered in the marketing of this product and the solutions are used for reference to the marketing work of many similar products.
【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】：G206;F274

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