吉视传媒白城分公司数字电视增值业务市场营销策略研究
发布时间：2018-11-14 07:33
【摘要】：吉视传媒白城分公司是吉视传媒股份有限公司的分公司之一，主要是为白城市区15万用户提供数字电视广播业务、数字电视增值业务、以及大客户专网和宽带业务。随着互联网科技的迅速发展，市场竞争力不断的加大，吉视传媒白城分公司原有的营销政策已经不能满足现在的竞争环境，公司想要持续、稳定地进行发展，就必须制定出符合白城市地区综合环境的一系列营销策略。 本文首先对白城分公司的营销现状进行分析，阐述了公司在市场中出现的一些问题，从公司的背景介绍、人员架构、产品内容等进行内部分析，发现了一些在营销过程中出现的产品竞争力不够、定价机制死板、销售渠道不畅等问题。其次对市场的宏观营销环境进行了分析，从政治、经济、社会以及技术四个环境进行了详细分析，从而看出了公司在宏观环境中的优势所在。对于白城分公司数字电视增值业务的市场分析，，从人口因素、使用电视的居住环境等几方面进行分析，确定了消费人群以及宣传目标。在分析竞争对手方面，对IPTV、卫星接收器、乐视盒子等进行分析，看到了公司增值业务的不足以及应该努力改进的方向。通过以上内容进行SWOT分析，通过对公司的增值业务的优势、劣势、机会和威胁四个方面进行阐述，从而得到相关战略说明。最后，在上述内容基础上，本文结合了营销管理的相关理论，以白城分公司的自身特点为目标市场，制定出了以顾客价值导向为中心的整体产品策略，从丰富产品的内容、服务人员的详细工作流程两方面进行阐述，最终实现用户对于整体产品的满意；在价格方面实行灵活多样的价格策略，使用户可以改变以前的缴费模式，实现按月缴费就可以观看增值业务更多的内容；促销方面主要以客户为核心，围绕客户进行机顶盒置换、活动内容及时更新以及体验式促销等几方面促销策略；渠道主要是增加营业厅功能、开拓多样的销售渠道并在营销渠道中进行细分市场。 本文以白城分公司为研究对象，对增值业务的营销策略进行了深入研究，并完善了关于白城分公司增值业务的产品策略、价格策略、促销策略以及渠道策略，为白城分公司提供了一定的理论和现实参考意义。对企业能准确地分析市场、把握市场，并为企业创造更多的经济价值具有重要的现实意义。本文的研究结果不仅为白城分公司数字电视增值业务的营销策略提供了解决方案，同时也为其它分公司的营销提供了启示和参考。
[Abstract]:The company is one of the branches of JT Media Co., Ltd. It mainly provides digital television broadcasting service, digital TV value-added service, and special network and broadband service for 150000 customers in Baicheng area. With the rapid development of Internet science and technology, and the increasing market competitiveness, the original marketing policies of the Whitetown Branch of JSI can no longer meet the current competitive environment. The company wants to develop continuously and steadily. It is necessary to formulate a series of marketing strategies in line with the comprehensive environment in Baicheng area. This paper first analyzes the current marketing situation of Baicheng Branch Company, expounds some problems that appear in the market, including the company's background introduction, personnel structure, product content and so on. Some problems appeared in the process of marketing, such as insufficient product competitiveness, rigid pricing mechanism and poor sales channels, etc. Secondly, it analyzes the macro marketing environment of the market, and analyzes the four environments of politics, economy, society and technology in detail, which shows the advantage of the company in the macro environment. Based on the market analysis of digital TV value-added service in Baicheng Branch, this paper analyzes the population factors and the living environment of using TV, and determines the consumption crowd and propaganda target. In the analysis of competitors, the analysis of IPTV, satellite receiver, Letv box and so on, we can see the shortcomings of the company's value-added business and the direction that should be improved. Through the SWOT analysis of the above content, the advantages, disadvantages, opportunities and threats of the value-added business of the company are expounded, and the relevant strategic explanation is obtained. Finally, on the basis of the above contents, this paper combines the relevant theories of marketing management, taking the characteristics of Baicheng Branch as the target market, and formulates the overall product strategy centered on customer value, which enriches the content of the products. The detail work flow of the service personnel is expounded in two aspects, and the satisfaction of the user for the whole product is realized finally; In the price aspect implements the flexible various price strategy, enables the user to change the previous payment pattern, realizes the monthly payment may view the value-added service more content; The promotion aspect mainly takes the customer as the core, carries on the set-top box replacement around the customer, the activity content timely updates as well as the experience promotion and so on several aspects promotion strategy; The main channel is to increase the function of business hall, open up a variety of sales channels and subdivide the market in the marketing channel. This article takes Baicheng Branch as the research object, has carried on the thorough research to the value-added service marketing strategy, and has consummated the product strategy, the price strategy, the promotion strategy and the channel strategy about the Baicheng Branch Value-added Business. Baicheng Branch provides a certain theoretical and practical reference significance. It has important practical significance for enterprises to analyze the market accurately, grasp the market, and create more economic value for enterprises. The results of this paper not only provide a solution for the marketing strategy of digital TV value-added service in Baicheng Branch, but also provide inspiration and reference for the marketing of other branches.
【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】：G229.2-F
本文编号：2330487
[Abstract]:The company is one of the branches of JT Media Co., Ltd. It mainly provides digital television broadcasting service, digital TV value-added service, and special network and broadband service for 150000 customers in Baicheng area. With the rapid development of Internet science and technology, and the increasing market competitiveness, the original marketing policies of the Whitetown Branch of JSI can no longer meet the current competitive environment. The company wants to develop continuously and steadily. It is necessary to formulate a series of marketing strategies in line with the comprehensive environment in Baicheng area. This paper first analyzes the current marketing situation of Baicheng Branch Company, expounds some problems that appear in the market, including the company's background introduction, personnel structure, product content and so on. Some problems appeared in the process of marketing, such as insufficient product competitiveness, rigid pricing mechanism and poor sales channels, etc. Secondly, it analyzes the macro marketing environment of the market, and analyzes the four environments of politics, economy, society and technology in detail, which shows the advantage of the company in the macro environment. Based on the market analysis of digital TV value-added service in Baicheng Branch, this paper analyzes the population factors and the living environment of using TV, and determines the consumption crowd and propaganda target. In the analysis of competitors, the analysis of IPTV, satellite receiver, Letv box and so on, we can see the shortcomings of the company's value-added business and the direction that should be improved. Through the SWOT analysis of the above content, the advantages, disadvantages, opportunities and threats of the value-added business of the company are expounded, and the relevant strategic explanation is obtained. Finally, on the basis of the above contents, this paper combines the relevant theories of marketing management, taking the characteristics of Baicheng Branch as the target market, and formulates the overall product strategy centered on customer value, which enriches the content of the products. The detail work flow of the service personnel is expounded in two aspects, and the satisfaction of the user for the whole product is realized finally; In the price aspect implements the flexible various price strategy, enables the user to change the previous payment pattern, realizes the monthly payment may view the value-added service more content; The promotion aspect mainly takes the customer as the core, carries on the set-top box replacement around the customer, the activity content timely updates as well as the experience promotion and so on several aspects promotion strategy; The main channel is to increase the function of business hall, open up a variety of sales channels and subdivide the market in the marketing channel. This article takes Baicheng Branch as the research object, has carried on the thorough research to the value-added service marketing strategy, and has consummated the product strategy, the price strategy, the promotion strategy and the channel strategy about the Baicheng Branch Value-added Business. Baicheng Branch provides a certain theoretical and practical reference significance. It has important practical significance for enterprises to analyze the market accurately, grasp the market, and create more economic value for enterprises. The results of this paper not only provide a solution for the marketing strategy of digital TV value-added service in Baicheng Branch, but also provide inspiration and reference for the marketing of other branches.
【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】：G229.2-F
【参考文献】
相关期刊论文 前2条
1 杜泽壮;;王效杰:CMMB发展进入冲刺期[J];传媒;2009年05期
2 赵娜;数字付费电视节目的“价格歧视”策略[J];广播电视信息;2005年08期
本文编号：2330487
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