甘肃广电总台电视传媒整合营销传播策略研究

发布时间：2018-03-31 13:44

本文选题：甘肃广播电影电视总台　切入点：电视传媒　出处：《兰州大学》2007年硕士论文

【摘要】： 随着现代传播技术的不断革新和传播业的迅速发展，电视频道数量急剧膨胀，现代电视媒体市场竞争已经进入了白热化的程度。面对激烈的竞争态势，发展整体滞后的甘肃广电总台电视传媒只有主动适应市场，调整竞争策略，才有希望获得理想的收视率，赢得广告商的青睐。整合营销传播理论强调把消费者置于营销的中心位置，对其它传播要素进行全面的整合，从各个不同的渠道传达统一清晰的声音。该理论可操作性强，，收效显著，适合于甘肃广电总台电视传媒发展的需要。本文的主要思路是将整合营销传播的理论应用于甘肃广电总台电视频道品牌的定位、形象构建、资源整合的各个环节，从受众的角度出发，在频道内外部树立一致的、独特的形象，并利用一切资源通过各个接触点，用“一个声音、一种形象”与目标受众建立双向的、深入持久的关系。本文清晰地界定了整合营销传播理论的概念，创造性地建立了整合营销传播理论应用于总台电视频道的实践框架。从其它省市电视台成功应用整合营销传播的案例，到电视频道定位中对电视观众、广告客户、其它利害群体和频道的SWOT分析；从频道形象识别系统和播出格式的设计编排，到频道栏目、人力资源、消费者、营销渠道、公共关系等资源的整合，系统研究了整合营销传播理论在甘肃广总电台电视传媒的应用策略。
[Abstract]:With the continuous innovation of modern communication technology and the rapid development of communication industry, the number of television channels has expanded rapidly, and the competition in the modern television media market has entered the degree of intense.In the face of fierce competition, only when the TV media of Gansu Radio and Television Station adapt to the market actively and adjust the competitive strategy, can they hope to get the ideal ratings and win the favor of advertisers.The theory of integrated marketing communication emphasizes that consumers should be placed in the center of marketing, and the other elements of communication should be integrated in an all-round way to convey a unified and clear voice from different channels.The theory is operable and effective, which is suitable for the development of TV media of Gansu Radio and Television Station.The main idea of this paper is to apply the theory of integrated marketing communication to the positioning, image construction and resource integration of the TV channel of Gansu Radio and Television Station, from the perspective of the audience, to set up a consistent approach inside and outside the channel.Unique image, and use all resources through each contact point, with "one voice, one image" to establish a two-way, in-depth and lasting relationship with the target audience.This paper clearly defines the concept of integrated marketing communication theory, and creatively establishes the practical framework of integrated marketing communication theory applied to TV channel.From the case of successful application of integrated marketing communication by other provincial and municipal TV stations, to the SWOT analysis of TV viewers, advertisers, other interested groups and channels in TV channel positioning, the design and arrangement of channel image identification system and broadcast format,To the channel column, human resources, consumers, marketing channels, public relations and other resources integration, a systematic study of integrated marketing communication theory in Gansu General Radio and television media application strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.27-F

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