徐州广播电视台网络中心有线数字电视营销策略研究

发布时间：2018-06-07 14:22

本文选题：有线数字电视 + 营销　；参考：《西安理工大学》2006年硕士论文

【摘要】：数字电视技术的出现，引起了世界范围内的高度重视，，它已经被各国政府视为信息时代的一项“战略技术”。2003年我国制定了有线电视数字化时间表，开始全面推广有线数字电视，并按东部、中部、西部三个区域推进。然而计划经济下形成的广电体制，面对市场显得力不从心，2005年全国有线数字电视用户与制定的市场目标相距甚远，徐州市更落后于全国，至今没有数字电视用户，制定有线数字电视营销策略显得非常必要。本文以徐州广播电视台网络中心有线数字电视营销作为研究对象。在系统论述营销理论及有线数字电视的有关概念后，通过对网络中心有线数字电视营销外部环境和内部条件的分析，得出网络中心有线数字电视营销面临的机遇和威胁、内部的优势和劣势；根据对潜在用户的市场调查和分析，制定出有线数字电视营销策略，主要包括产品设计、产品开发和品牌营销组成的产品策略，渗透定价和折扣定价等价格策略，以及采取广告、公关等多种促销策略；最后针对营销策略和有关分析，提出网络中心应建立有效的业务运营支撑系统等具体实施建议。本文的研究方法主要采取理论分析与实证分析相结合，包括入户访谈、问卷调查、PEST分析和SWOT分析等；本文的研究结果，对徐州广播电视台网络中心有线数字电视营销有一定的应用价值，对国内还没有开展有线数字电视的城市在产品设计和市场营销方面具有现实的参考价值。
[Abstract]:The emergence of digital TV technology has aroused great attention all over the world. It has been regarded by all governments as a "strategic technology" in the information age. In.2003, China made a digital timetable for cable television, and began to promote wired digital television in an all-round way and push forward in three regions in the Eastern, middle and western regions. The radio and television system becomes very difficult to face in the market. In 2005, the national cable digital TV users are far away from the target of the market. Xuzhou is more backward than the whole country. So far, there is no digital TV user. It is very necessary to formulate the marketing strategy of cable digital TV.
This paper takes the cable digital TV marketing of Xuzhou radio and TV station network center as the research object. After systematically discussing the marketing theory and the related concepts of cable digital television, through the analysis of the external environment and the internal conditions of the network center cable digital TV marketing, the opportunity and power of the cable digital TV marketing in the network are obtained. Coerced, internal advantages and disadvantages; according to the market investigation and analysis of potential users, the marketing strategy of cable digital television is formulated, including product design, product development and brand marketing, product strategy, penetration pricing and discount pricing strategy, as well as advertising, public relations and other promotional strategies; finally, the battalion Marketing strategy and related analysis, put forward the network center should establish effective business operation support system and other specific implementation suggestions.
The research method of this paper is mainly based on the combination of theoretical analysis and empirical analysis, including household interview, questionnaire survey, PEST analysis and SWOT analysis. The results of this paper have certain application value to the cable digital TV marketing of Xuzhou radio and television network center, and there is no city in the city for cable digital TV in the country. It has realistic reference value in design and marketing.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：G229.27-F

【参考文献】