湖南卫视广告差异化营销策略研究

发布时间：2018-03-18 15:06

本文选题：电视媒体　切入点：广告营销策略　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：近年来,各媒体形式快速发展,媒体环境不断变化,各电视媒体经营竞争日趋激烈,呈现白热化、同质化的趋势。央视一家独大的格局早已被打破,各省级卫视多足鼎立。同时,境外媒体意图中国市场,以及来自新媒体,电信媒体的角逐,使得电视媒体市场可谓硝烟四起。湖南卫视作为这个市场中的佼佼者,一直以来被各家竞争对手模仿、追逐,随着竞争对手的壮大,湖南卫视个性化、差异化的领先优势正在被削弱,从广告主眼中炙手可热的稀缺资源,变得可被替代。面对多样分化的市场环境,湖南卫视如何通过差异化的广告营销策略建立起广告经营的核心竞争力,是一个值得研究的课题。本文的研究对湖南卫视的广告经营有一定的指导意义,对促进中国电视媒体广告行业的有序竞争,有一定的启示。本文首先阐述了研究湖南卫视广告差异化营销策略的现实意义,分析了国内外对此论题的研究现状,确定了论文的研究内容与框架。然后,深入分析了湖南卫视的外部环境、内部环境,从湖南卫视广告营销现状及SWOT分析等几方面说明了差异化营销策略的客观性。接下来,围绕产品的差异化、品牌与推广的差异化、价值传播的差异化,以及服务的差异化四个方面,对湖南卫视广告差异化营销策略模式进行了设计,最后对湖南卫视广告差异化营销策略有效实施提出了建议,提出了以构建系统化的创新体系、建立学习型组织,以及打造企业价值观三个方面的内容来作为对湖南卫视广告差异化营销策略有效实施的保障。
[Abstract]:Absrtact: in recent years, with the rapid development of various media forms, the media environment is constantly changing, and the competition among TV media is becoming more and more fierce. At the same time, the desire of foreign media to compete in the Chinese market, as well as the competition from new media and telecommunications media, has made the television media market extremely fierce. Hunan Satellite TV is one of the best in this market. It has been imitated and chased by various competitors. With the expansion of its competitors, Hunan Satellite TV's leading advantage of individualization and differentiation is being weakened, which is a hot scarce resource in the eyes of advertisers. Facing the diverse and differentiated market environment, how does Hunan Satellite TV establish the core competitiveness of advertising management through the differentiated advertising marketing strategy? The research of this paper has certain guiding significance to Hunan Satellite TV advertising management, and has certain enlightenment to promote the orderly competition of Chinese TV media advertising industry. This paper first expounds the practical significance of the research on the advertising differentiation marketing strategy of Hunan Satellite TV, analyzes the current research situation of this topic at home and abroad, and determines the research content and framework of the thesis. Then, it deeply analyzes the external environment of Hunan Satellite TV. Internal environment, from Hunan Satellite TV advertising marketing status quo and SWOT analysis to explain the objectivity of the differentiated marketing strategy. Next, around the product differentiation, brand and promotion of the differentiation, value dissemination of the difference, As well as four aspects of service differentiation, this paper designs the advertising differentiation marketing strategy model of Hunan Satellite TV, and finally puts forward some suggestions for the effective implementation of Hunan Satellite TV Advertising differentiation Marketing Strategy, and puts forward a systematic innovation system. The establishment of a learning organization and the creation of three aspects of corporate values are the guarantee for the effective implementation of the advertising differentiation marketing strategy of Hunan Satellite TV.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2;F713.8

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