厦门卫视市场营销战略研究

发布时间：2018-04-04 08:03

本文选题：电视媒体　切入点：市场营销战略　出处：《福州大学》2010年硕士论文

【摘要】：随着我国经济的高速增长和国家相关政策的放宽，，电视行业也进入了一个新的发展时代。电视由过去党和国家的“喉舌”发展成为了人民群众文化娱乐生活的重要组成部分。但是,电视行业的发展也带来了电视频道之间的激烈竞争.面对这样日趋白热化的竞争态势，以往的片面重政治，轻市场、轻管理的运营模式已经严重滞后于时代。能否准确地把握电视观众的消费需求，制定出合适的电视市场战略计划成为电视行业需要关注的问题。运用新型市场战略理念，开展电视节目的市场营销策略研究在当前则具有较强的理论价值和现实意义。本文以国内外电视媒体市场营销战略的相关文献资料为依据，将厦门卫视作为研究对象。厦门卫视具有省级卫视与城市台的双重特点，同时又是一个以地方方言为主的电视媒体，所以它所采取的市场营销战略很具有代表性和独特性。厦门卫视作为新成立的电视媒体，从成立伊始，就通过合理地市场定位在短时间内迅速形成自身鲜明的频道特色：闽南特色。厦门卫视坚持“更包容，更开放”的经营理念，利用其科技和硬件上优势，依托人才，以企业文化为导向，实施自己的品牌战略。同时，厦门卫视不断的扩大与台湾媒体的交流合作，倡导“首播剧、独播剧”概念，引进台湾闽南剧，译制和投资拍摄闽南语电视剧，坚持独特的电视剧战略。利用已经形成的品牌效应，厦门卫视开始尝试广告经营机制和销售方式上的创新，并取得了一定的成效。本文首先通过对电视产品的特点和电视经营的特征进行阐述，进而引出电视媒体市场营销战略的特殊性。文章的第三章通过SWOT分析，对厦门卫视的外部环境和内部条件进行总结。进而在第四章又重点对厦门卫视的市场定位和受众进行分析，从而深入地了解了厦门卫视的频道和节目定位的背景、原因和过程。从文章的第五章开始，着重从厦门卫视的品牌战略、节目设计战略和广告经营战略三个方面，对厦门卫视的市场营销战略的基本情况进行论述。文章的最后部分，对厦门卫视的市场营销战略进行总结并提出了改进的建议。本文以战略管理理论和现代市场营销学为依托，综合运用传播学、经济学、营销学、心理学等进行系统分析，通过对厦门卫视的市场营销战略的研究，希望能为总结适合国内电视媒体的市场营销战略提供借鉴和参考。
[Abstract]:With the rapid economic growth and relaxation of national policies, the television industry has entered a new era of development.Television has developed from the mouthpiece of the Party and the country into an important part of the people's cultural and recreational life.However, the development of the television industry has also brought fierce competition between television channels.In the face of this increasingly fierce competition situation, the past one-sided emphasis on politics, light market, light management operation model has seriously lagged behind the times.Whether we can accurately grasp the consumer demand of TV viewers and draw up a suitable TV market strategic plan has become a problem that the TV industry should pay attention to.It is of great theoretical value and practical significance to study the marketing strategy of TV programs by using the new market strategy.This paper takes Xiamen Satellite TV as the research object, based on the relevant literature of TV marketing strategy at home and abroad.Xiamen Satellite TV has the dual characteristics of provincial TV and city TV, and is also a local dialect based TV media, so its marketing strategy is very representative and unique.Xiamen Satellite TV, as a newly established TV media, from the beginning of its establishment, through a reasonable market orientation in a short period of time quickly formed its own distinctive channel characteristics: Minnan characteristics.Xiamen Satellite TV adheres to the management concept of "more inclusive and more open", utilizes its advantages in science and technology and hardware, relies on talents, and takes enterprise culture as the guide to implement its own brand strategy.At the same time, Xiamen Satellite TV has continuously expanded its communication and cooperation with Taiwan's media, advocated the concept of "premiere drama, single broadcast drama", introduced Taiwanese Minnan drama, translated and invested in Taiwanese TV series, and insisted on its unique TV drama strategy.Taking advantage of the brand effect, Xiamen Satellite TV began to try the innovation of advertising management mechanism and sales mode, and achieved certain results.Firstly, this paper expounds the characteristics of TV products and TV management, and then leads to the particularity of TV media marketing strategy.The third chapter summarizes the external environment and internal conditions of Xiamen Satellite TV through SWOT analysis.Then in the fourth chapter, the market orientation and audience of Xiamen Satellite TV are analyzed, and the background, reason and process of channel and program orientation of Xiamen Satellite TV are deeply understood.From the fifth chapter of the article, this paper mainly discusses the marketing strategy of Xiamen Satellite TV from three aspects: brand strategy, program design strategy and advertising management strategy.The last part of the article summarizes the marketing strategy of Xiamen Satellite TV and puts forward some suggestions for improvement.Based on the theory of strategic management and modern marketing, this paper makes a systematic analysis of communication, economics, marketing and psychology, and studies the marketing strategy of Xiamen Satellite TV.Hope to summarize the domestic TV media marketing strategy to provide reference and reference.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G229.27-F

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