长春市联通公司传媒业务市场营销策略研究

发布时间：2018-04-14 09:21

本文选题：传媒业务 + 营销策略　；参考：《吉林大学》2011年硕士论文

【摘要】：未来3年是中国联通战略转型的关键时期,传媒等新兴转型业务成为拉动增值产品收入的主要增长点,传统的电信营销模式已不能跟上企业的业务与服务转型发展,因此,探索出新的营销商业模式成为目前首要的课题。然而,完举成这一重大举措,需要突破传统市场定位,深度挖掘企业、个人客户的信息服务需求,并通过业务、终端的融合创新,为客户提供简单、便捷、个性化的信息体验,才能不断提升客户价值,创造出行之有效的营销策略。本论文围绕长春市联通公司传媒业务的营销特殊性、原营销模式、营销环境进行深入分析和研究,建立了长春市联通公司传媒业务STP战略设计模型并且适合传媒业务现状的营销策略的改进体系。首先,本论文旨在通过对长春市联通公司传媒业务概况的介绍来了解其产品与特点,通过对其营销特殊性分析来显示有别于传统的媒体产品。因此只有充分地理解这些特征,才能有的放矢地利用其独特的优势,创造性地开拓市场工作。在对长春市联通公司传媒业务原营销模式进行深入分析,总结出该传媒业务在产品线、产品定价、产品发行渠道分别存在一些问题:号簿数据信息量大,自身产品线单一,出版周期长,时效性差;产品定价较高,使用也不方便;在发行渠道上,发行覆盖面窄,致使号簿广告有效传播差。这些问题长期没有解决,是造成长春市联通公司传媒业务的广告销售收入增长缓慢的主要原因。为了及时对传媒业务所处的市场营销环境进行分析,并不断发现企业营销环境中的机会,规避企业营销环境中的威胁,在规避威胁的过程中,寻找新的发展机会,本文运用了战略管理里的企业环境的PEST分析法和SWOT分析模型进行探究,还结合了产品研究法、管理研究法和现代营销战略管理理论知识。通过建立企业环境的SWOT分析模型,为下一步营销战略规划与营销策略的设计提供了企业营销实战依据。在对长春市联通公司传媒业务STP营销战略规划的制定上,对其号簿产品进行市场细分、目标市场选择、市场定位,为企业提供了竞争与成长的利器。制定营销战略实质上就是根据企业的经营情况选择合适的营销方案。在对长春市联通公司传媒业务营销策略的制定上,本文运用了4Ps理论,从产品策略、定价策略、分销策略、促销策略四个维度进行规划设计。同时,为了与竞争对手的产品或服务相区别,结合长春地区的实际情况,配合有效的广告策略和整合营销传播进行品牌推广,这样才能使企业的产品在竞争对手面前脱颖而出,被消费者选择和接受,从而获得市场竞争的优势。最后一章,详细阐述了长春市联通公司传媒业务营销策略实施的保障措施。只有完整的经历这样一个过程,一个好的营销策略才能取得预期的效果,才算将精细化管理贯穿于企业基础管理工作的全过程,才能充分发挥规划、预算和考核的导向作用,并能加强企业转型实施过程中的战略管控。本论文基于4Ps理论营销视角,为长春市联通公司传媒业务提供了新的市场营销设计方案,并从营销特殊性、原营销模式、营销环境等方面论证了新的市场营销策略设想的可操作性,提醒企业从现有业务与市场组合,向未来新业务与市场有效组合的过渡方向发展,即选准企业市场营销运作的方向、趋势。
[Abstract]:The next 3 years is a critical period of strategic transformation of China Unicom Chinese, media and other emerging business transformation become the main driving growth of value-added products revenue, the traditional marketing mode has not kept pace with the development of enterprise business and service transformation, therefore, to explore new marketing business models become the most important task at present. However, end up in a this is a big move, need to break through the traditional market positioning, the depth of mining enterprises, the information service needs of individual customers, and through business innovation, integration of the terminal, to provide customers with a simple, convenient, personalized experience, to improve customer value, creating effective marketing strategy. This paper focuses on Changchun marketing particularity Unicom, the original marketing mode, in-depth analysis and Research on marketing environment, establish Changchun Unicom STP strategy and design model An improved system of marketing strategy suitable for the current situation of the media business.
First of all, this thesis aims to Changchun Unicom Company of media business introduced to understand the products and features, based on its marketing analysis in order to differentiate from traditional media products. Therefore only fully understand these characteristics, then we can use its unique advantages, creatively to open up the market.
In Changchun Unicom's original marketing mode in-depth analysis, summed up the media business in the product line, product pricing, product distribution channels. There are some problems: the book contains a large amount of data, the single product line, publishing cycle, poor timeliness; higher product prices, is not convenient in use; the distribution channels on the distribution, narrow coverage, resulting in Book advertising. These long-term issues not resolved, is a major cause of Changchun Unicom's advertising sales revenue growth is slow.
In order to timely to the media business in the marketing environment analysis, and to find the marketing environment of enterprise marketing opportunities, avoid the threat to the environment, in the process of avoiding threats, find new opportunities, this paper uses PEST analysis method and SWOT analysis model of strategic management in the environment of enterprises inquiry, but also a combination of product research, management methods and modern marketing management theory. Through the establishment of enterprise SWOT environment analysis model, provides the basis for enterprise marketing marketing strategy planning and design of the next step.
In the development of Changchun Unicom STP marketing strategy planning, market segmentation of its book products, target market selection, market positioning, provides sharp competition and growth for the enterprise. The marketing strategy is essentially according to the situation of enterprises to choose appropriate marketing solutions.
In the development of Changchun unicom marketing strategy, based on the 4Ps theory, from product strategy, pricing strategy, distribution strategy, the four dimensions of marketing strategy planning and design. At the same time, in order to compete with the product or service is different, according to the actual situation of Changchun area, combined with effective advertising strategy integrated marketing communication and brand promotion, so as to make the product of the enterprise talent shows itself before competitors, consumers choose and accept, so as to obtain the market competition advantage.
In the last chapter, elaborated the safeguard measures Changchun unicom marketing strategy implementation. Only through such a process, a good marketing strategy to achieve the expected results, it will be a whole process of fine management in the basic work of enterprise management, in order to give full play to the guiding role of planning. The budget and assessment, and to strengthen the implementation of strategic management of enterprise transformation process.
This paper based on the perspective of 4Ps marketing theory, provides a new marketing design scheme for Changchun Unicom, and from the particularity of marketing, the original marketing mode, the marketing environment has demonstrated that the idea of marketing strategy of the new operation, remind the enterprise from the business and the market portfolio, the transition to development the future direction of new business and market combination, namely choosing marketing direction and trend.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F626.12

【引证文献】