互动空间传媒公司营销策略研究

发布时间：2018-05-12 01:12

本文选题：互动媒体 + 广告主　；参考：《西北大学》2012年硕士论文

【摘要】：互动空间传媒公司搭建的城市移动信息平台是一种基于3G移动通信技术,同时集成触摸屏技术、信息查询技术、多媒体技术、无线远程数据更新技术、基于位置服务技术于一体的车载信息自助服务交互系统。该平台通过GPS和3G网络将汽车和互联网连接起来,是物联网概念在社会生活中的具体应用。该项目将在西安市出租车上进行实施,不仅可以为乘客提供各种综合性信息浏览和查询服务,同时也为广告主发布各类互动式广告信息。互动类广告继报纸、电视、广播、户外成为“第五”媒体,它将跻身主流媒体影响着人们的生活。在公共场合安装可触摸,可上网的电子设备,正是弥补了“第五媒体”中手机和个人电脑独有性,将群众的行为有效的串联到一起,广告主在发布投放广告的同时可以利用终端设备了解广告受众看到广告后的反馈,同时收集广告受众的电话号码、qq号码、邮箱的等信息,从而在广泛的受众中挑选出产品的潜在消费者,对其进行二次精准的营销活动。在就媒体本身而言,属于广告市场的一个创新产品；在市场开拓方面需要制定合理的市场营销策略,让市场认可。本文正是在这个背景下,利用环境分析理论以及4P理论分析来修正互动空间公司的营销策略。本文研究的主要内容包括七部分：组织结构如下：首先是在导论部分主要介绍选题的背景和意义,本文研究的内容和方法,本文的主要创新点和贡献等；其次是介绍本文用到的研究方法。第三,互动空间公司介绍。第四,通过对互动空间公司的内外部条件分析,介绍公司组织机构和人员特点和市场环境,通过SWOT分析了解互动空间广告产品进入市场的条件,分析互动空间的产品细分、目标和定位,第五,通过4P理论研究产品的营销策略,研究营销策略的设计。第六,实施风险和对策。最后,得出结论：互动空间的营销策略能够帮助产品打开市场,但是业绩不会爆发式增长,可能会平稳增长,公司在运营中存在的风险有相应的对策。
[Abstract]:The city mobile information platform built by Interactive Space Media Company is based on 3G mobile communication technology and integrates touch screen technology, information query technology, multimedia technology, wireless remote data update technology. Vehicle information self-service interactive system based on location service technology. The platform connects automobile and Internet through GPS and 3G network, which is the concrete application of the concept of Internet of things in social life. The project will be implemented in taxis in Xi'an, providing not only comprehensive information browsing and query services for passengers, but also various interactive advertising messages for advertisers. After newspapers, television, radio and outdoor advertising, interactive advertising will become the "fifth" media, which will influence people's lives. The installation of touchable, Internet-accessible electronic devices in public places makes up for the unique nature of mobile phones and personal computers in the "Fifth Media," effectively linking together the behavior of the masses. Advertisers can use the terminal equipment to understand the feedback of the advertising audience after they see the advertisement, and at the same time collect the advertising audience's telephone number, QQ number, mailbox and other information. In order to select a wide audience of potential consumers, the second accurate marketing activities. As far as the media is concerned, it is an innovative product in the advertising market, and a reasonable marketing strategy is needed in the development of the market to be recognized by the market. Under this background, this paper uses the environmental analysis theory and the 4p theory analysis to modify the marketing strategy of Interactive Space Company. The main contents of this paper include seven parts: the organizational structure is as follows: first of all, the introduction mainly introduces the background and significance of the topic, the content and methods of this study, the main innovation points and contributions of this paper; Secondly, it introduces the research methods used in this paper. Third, interactive space company introduction. Fourthly, by analyzing the internal and external conditions of Interactive Space Company, introducing the organizational structure and personnel characteristics of the company and the market environment, through SWOT analysis to understand the conditions of interactive space advertising products into the market, analyze the product segmentation of interactive space. Fifth, through the 4 P theory to study the product marketing strategy, research the design of marketing strategy. Sixth, implement risk and countermeasure. Finally, the conclusion is drawn: the interactive space marketing strategy can help the product to open the market, but the achievement will not explode the growth, may grow smoothly, the company has the corresponding countermeasure in the operation risk.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;G206-F

【共引文献】