凤凰卫视广告营销策略研究

发布时间：2018-08-19 19:51

【摘要】： 凤凰卫视作为最具影响力的境外华语媒体，自开播以来以其拉近全球华人的距离，向全世界发出华人的声音为理念，架起了连接两岸三地及全球华人之间有效的沟通桥梁，通过一系列精彩节目的创办、独特的二次传播以及三明战略的实施，仅用十年的时间，，现已发展成为卫星电视业中脱颖而出的佼佼者，然而，面对复杂激烈的市场竞争环境，凤凰卫视如何进行更加准确的广告目标市场定位以及搞好市场营销，已经成为其广告营销机构需要思考和解决的重要课题。本文基于广告业市场营销的相关理论，在探讨国内外有关广告营销理论研究现状与应用现状的基础上，首先进行了凤凰卫视广告业务宏观环境和产业环境分析，得出了凤凰卫视的主要外部机遇和威胁；其次，进行了凤凰卫视的广告业务营销内部资源条件与竞争力评估，得出了其主要优势和劣势；再次，依据广告业的市场状况，寻找出了凤凰卫视广告业务的目标市场，并进行了凤凰卫视广告业务的市场定位；然后，运用4P策略进行了凤凰卫视广告产品营销策略的研究，其中在产品策略上，主要从凤凰卫视广告产品设计以及广告产品编排两个方面进行了阐述；在价格策略上，在分析凤凰卫视广告产品价格影响因素的基础上，提出了适合凤凰卫视广告产品的定价方式；在营销渠道策略上，本文就凤凰卫视广告经营如何进行渠道的设置和维护进行了研究；在促销策略上，本文在分析凤凰卫视现有促销策略的基础上，主要从促销活动策划、促销品牌策划以及促销优惠奖励策划三个方面进行研究，最后，为保证以上营销策略方案的有效实施，提出了建立广告业务绩效考核机制、推广OEC式动态管理、开展关系营销等几个方面的全新营销思路。
[Abstract]:As the most influential overseas Chinese-language media, Phoenix Satellite TV has since its launch built an effective communication bridge between the three places on both sides of the Taiwan Strait and the Chinese people around the world with the idea of narrowing the distance between the Chinese people in the world and sending out the voice of the Chinese people around the world. Through the establishment of a series of wonderful programs, the unique secondary dissemination and the implementation of Sanming's strategy, with only 10 years of time, it has now developed into a leader in the satellite television industry. However, in the face of the complicated and fierce market competition environment, How to position the advertising target more accurately and how to do well in the marketing of Phoenix Satellite TV has become an important subject for its advertising marketing organization to think about and solve. Based on the relevant theories of advertising marketing, this paper analyzes the macro and industrial environment of advertising business of Phoenix Satellite TV, on the basis of discussing the present situation and application of advertising marketing theory at home and abroad. The main external opportunities and threats of Phoenix Satellite TV are obtained. Secondly, the internal resource conditions and competitiveness of advertising marketing of Phoenix Satellite TV are evaluated, and its main advantages and disadvantages are obtained. Thirdly, according to the market situation of advertising industry, Find out the target market of advertising business of Phoenix Satellite TV, and carry on the market orientation of advertising business of Phoenix Satellite TV; then, use 4P strategy to study the marketing strategy of advertising product of Phoenix Satellite TV, among them, in the product strategy, Mainly from two aspects of advertising product design and advertisement product arrangement of Phoenix Satellite TV, on the basis of price strategy, on the basis of analyzing the influencing factors of advertising product price of Phoenix Satellite TV, Put forward the pricing method suitable for Phoenix Satellite TV advertising products; in the marketing channel strategy, this paper studies how to set up and maintain the channel in the advertising management of Phoenix Satellite TV; in the promotion strategy, On the basis of analyzing the existing promotion strategies of Phoenix Satellite TV, this paper mainly studies from three aspects: promotion activity planning, promotion brand planning and promotion incentive planning. Finally, in order to ensure the effective implementation of the above marketing strategies, This paper puts forward some new marketing ideas, such as establishing the performance appraisal mechanism of advertising business, popularizing OEC dynamic management, developing relationship marketing and so on.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;G229.2-F

【引证文献】